The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers ( patrician , parvenus and poseur ) in the context of luxury brand fashion. Data were obtained from a sample...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions and to identify which factors are influential in building brand equity. Brand awareness, perceived quality, brand association, brand image and brand loyalty; the most researched...

Research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another. This situation is unfortunate because all three...

Objective - The purpose of this study is to identify which factor has a stronger influence on customer satisfaction: perceived value or brand association. By understanding the influencer, the seller understands what policies and implications should be addressed to maintain and even enhance...

Objective – The purpose of this study is to identify the influence of similarity, reputation, perceived risk, and innovation as brand extensions of smartphones developed by Samsung, toward brand equity.Methodology/Technique – This study uses explanatory research. The population in this study...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...