To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …

their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

of Guadagni and Little's (1983) "brand loyalty" measure. It is applied to two product categories to compare the effects …

-category dependence of brand choice behavior. It is hypothesized, that the global utility function related to a product bundle is the …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be …