consumer demand, since breakfast cereal consumers are highly brand loyal with 48 per cent never changing their cereal and 69 … ways to reduce risk for a new product was past experience with the brand ame. This suggests that only those companies …

Purpose – Academic literature generally regards the brand name element as central to consumer brand equity … interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In … order to isolate the brand name element this focused on global marketing induced brand name changes. Findings – Many of the …

Purpose – Ind suggests front line employees can be segmented according to their level of brand-supporting performance … literature by providing insights about the profile of three employee types: Brand Champions, Outsiders and Disruptors. Moreover …

Purpose – The purpose of this paper is to investigate if brand might affect consumers’ response to replacing size …’ reactions. Design/methodology/approach – Three studies manipulating brand and model body size were conducted and advertising … images to female individuals differing in self-esteem were exposed. Findings – This research finds that brand moderates …

Purpose – Little research on brand extension observes the role of technological levels between parent brand and brand … extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology …‐based brand extension and how technologic direction interacts with brand loyalty and fit in affecting brand extension evaluation …