initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere … exposure effect can be leveraged to improve a Web site's brand image. We also extend information integration theory to explain …

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: to explain the brand image change, we introduce the concept of sponsor … the fit on the brand image is supposed to be curvilinear: this effect is the highest when the sponsor-event pairing is …

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: To explain the brand image change, we introduce the concept of sponsor … methodological point of view, we use the Keller (1993) brand image measure, that is to say, the set of brand associations. The effect …

accommodation theories to argue that there are strong economic imperatives—expressed in terms of customer-based brand equity …

approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to …

to make a choice. However, these effects of hyperchoice we largely attenuated by the presence of a brand. …

This work aims to understand the consumers’ attitude towards the brand names changes by analysing the brand …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …