ingredient branding offering (IBO). Drawing on extant brand literatures, we investigate how brand feedback effects are influenced … both parent brands, but the positive feedback is much more substantial for the weaker (vs. the stronger) brand. Under the … other IBO possibilities—in terms of brand strength and parent role—suffer from substantial negative feedback and share a …

brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …

brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …

Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that … studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture … characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins … forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand. …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs …) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand … extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while …