Search Results - subject:"Brand Perception"

Adbusting: How advertising altered by activists affects brands

Maier, Erik; Mafael, Alexander - In: Psychology & Marketing 41 (2024) 4, pp. 938-957

empirical evidence that adbusting has ambiguous effects on consumers' brand perception. On the one hand, the incongruency of the … political issue), brand perception, word-of-mouth, and purchase intention are negatively affected. This negative effect is …

Persistent link: https://www.econbiz.de/10014518984

Activist brand perception : conceptualization, scale development and validation

Saracevic, Selma; Schlegelmilch, Bodo B. - In: Journal of business research : JBR 180 (2024), pp. 1-16

Persistent link: https://www.econbiz.de/10014556454

Factors leading to continuance intention to use big-bikes in Thailand

Mathawikul, Athipon; Darawong, Chonlatis - In: Cogent Business & Management 10 (2023) 3, pp. 1-24

) improves brand perception (loyalty), influencing consumers' intention to continue using or purchasing the product; product …

Persistent link: https://www.econbiz.de/10014527511

Exploring the influence of sensory marketing on brand perception

Krupka, Zoran - In: Naše gospodarstvo / Our Economy 69 (2023) 3, pp. 45-55

involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents … research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b … on brand perception; and c) the higher intensity of sensory involvement in the consumer-brand relationship does not have …

Persistent link: https://www.econbiz.de/10014520631

Factors leading to continuance intention to use big-bikes in Thailand

Athipon Mathawikul; Chonlatis Darawong - In: Cogent business & management 10 (2023) 3, pp. 1-24

) improves brand perception (loyalty), influencing consumers' intention to continue using or purchasing the product; product …

Persistent link: https://www.econbiz.de/10014506018

Exploring the influence of sensory marketing on brand perception

Krupka, Zoran - In: Naše gospodarstvo : NG 69 (2023) 3, pp. 45-55

Persistent link: https://www.econbiz.de/10014425575

Downward price-based luxury brand line extension: Effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty

Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European Research on Management and Business Economics … 28 (2022) 3, pp. 1-10

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...

Persistent link: https://www.econbiz.de/10014525612

Applying model of brand equity in higher education marketing context

Vukasović, Tina - In: Business systems research : a system view accross … 13 (2022) 1, pp. 156-168

Background: The idea of brands is currently swiftly transferring from the market for goods to the market for services, giving rise to the service brand. Globalisation, the accelerated and increased development of service activities, and more rivalry in the provider's market have all contributed...

Persistent link: https://www.econbiz.de/10013542127

Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty

Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European research on management and business economics 28 (2022) 3, pp. 1-10

Persistent link: https://www.econbiz.de/10013407380

How persuasive is woke brand communication on social media? : evidence from a consumer engagement analysis on Facebook

Mangiò, Federico; Pedeliento, Giuseppe; Andreini, Daniela - In: The journal of brand management : an international journal 31 (2024) 4, pp. 345-381

Persistent link: https://www.econbiz.de/10014583635

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