on the importance of product cues and the moderating effect of brand schematicity. Design/methodology/approach Data were … the gift-giving situation and brand schematicity on the importance of product cues was then investigated. Findings The … results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand …

Purpose – The purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in … the context of a brand community dedicated to a mainstream Japanese motorcycle brand. Design/methodology/approach – A … product. These findings are reproduced on the brand level, where members of the brand community present a more differentiated …

Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand … respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading … brand and its price or “brand X” without price information). Findings – This research provides original evidence that the …

underpin the construct of brand prestige, which is used as a vehicle to assess consumers’ affinity toward the brand. Design … image automatically adds value in fostering goodwill toward the brand. Originality/value – This study is one of the first to … investigate the notion of private label prestige (grounded in that of brand equity theory) in an emerging market context. In doing …