The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

This article examines the effects of perceived negative brand publicity on employee emotions, attitudes and brand supporting behaviors. Drawing on Affective-Events-Theory (AET), it attempts to identify underlying affective and cognitive processes leading to behavioral change. Using data gathered...

Co-branding provides a possible way to create brand associations and to reinforce the images of partnering brands. At the same time, important associations can be transferred from the partnering brands to a new, unknown co-brand. However, no prior study has investigated in detail which...

In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new...

This paper investigates how different marketing variables (advertising, sales promotion and product assortment) affect brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate store-level scanner data. Then we use these estimates...

Consumption of luxurious products has three objectives namely the creation of identity, the sustainability of identity, and the presentation of socio-economic status (Wattanasuwan, 2005). With the change in Indian demographics, the absolute change in customer's tastes and preferences have been...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated...