Purpose: The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences. Design/methodology/approach: The study uses factorial between-subjects design. Random samples of the populations...

Purpose: The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach: Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation...