The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses...

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In...

Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little...

The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of...

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute approximately equally to the connotative...

One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which vary socio-demographically. Though most urban markets look alike, they can be segmented as central markets, satellite markets located in suburban habitats and industrial and...

Many countries in the world can be recognized as brand like: Germany for Automobiles, Japan for Technologies, South Africa for Racialism and US for global political dominance and so on. Now what to associate India with, is it a democratic alternative to China or a Fast growing free market...

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final...