Purpose – The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence … of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social … responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context. Design/methodology/approach – A …

refining brand image and meaning. Design/methodology/approach – Dewey's dialectical method of holistically combining tensions … such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings … how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic …

consumers' brand impressions. Design/methodology/approach – Integrating and extending design perception with congruence and … bimodal designs (Modern, Big Grip, Prototypical‐Small, Boxy Billboards, and Prototypical‐Large) based on brand visual and … haptic factors. Study 2 relates these types to unique single‐modal brand impressions. Study 3 determines how consumers …

management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how … and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers … significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is …

prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands … across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will …

studies have largely neglected brand influence on consumer purchase behaviour of CBPs. This research seeks to examine the … impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and … research is the first in the literature on counterfeits to establish that perceived brand personality plays a more dominant …

cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature … evaluative congruence on brand image over time using individual difference measures. Individual level data were obtained from two … – Findings show significant positive effects of learning and remembering of a sponsorship stimulus on brand image over time. In …

Reports a common occurrence in the marketplace: brand imitation. A total of 160 consumers participated in an experiment … where goodness of imitation, presence/absence of the imitated brand, reputation of the store and type of product … (convenience/luxury) were manipulated. The results show that consumer evaluations of brand imitations do not depend on how good the …

investigated these variations in performance from a strategic and holistic view of retailer brand image, and the adoption of …