This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample...

The purpose of this study is to understand the relationship between 'brand personality' and key outcomes in the Chinese automobile industry. A secondary aim of the study is to look at whether or not these relationships hold across purchasers and non-purchasers. The major conclusion is that while...

In their eagerness to develop relationships with customers, some marketers often overlook the fact that not all consumers may be interested in maintaining a relationship with the firm. In this research, the authors develop a theoretical model as to why many customers do not wish to maintain a...

Although several researchers have examined the factors that prompt consumers to form a relationship with a firm or brand, this study looks at the factors that prompt consumers to deliberately avoid a relationship. The current study examines online relationship avoidance intentions in the online...

This study attempts to model the development of brand loyalty by examining the simultaneous effects of customer orientation, perceived quality, brand associations, and satisfaction on brand loyalty. Data are used from retail banking and discount store retailing services to examine the direct and...