significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in …. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This … like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the …

brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive … determined brand loyal consumer bases are not symmetric across firms. This raises a robustness question regarding Varian's “model …