To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

original brands can shift this preference back by strategically leveraging brand identity cues ….Design/methodology/approach – Four experimental studies test different types of brand identity cues that original brands can use to influence consumer … brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They …

associated with the product category(e.g., 401 and retirement services) or the parent brand (e.g.,Heinz and 57; Levi’s and 501 …

Economic value has moved beyond delivering quality services to include distinctive brand experiences. Brand experiences … are vital in developing brand loyalty and achieving business sustainability. Business performance, in particular, is … influenced by customer loyalty directly through purchase behavior, as well as indirectly through attitude towards a brand …

Brand love is an interesting and important concept that required further research in brand management. This study … tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand … forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand …

Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …

relationship with the supra themes and the themes belonging to the local and regional brand. Further on, we have outlined the …. The relationship between these two profiles reveals strong brand connections but also shows some fractions which can be …

customers. The research emphasized on the relationship between consumer ethnocentrism, cultural sensitivity and brand … domestic brands. Brand credibility and consumer ethnocentrism were found to have a positive effect on domestic brand purchase …

wider audience. Products and services are promoted by effectively integrating various brand communication tools. To …