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Brand love and brand forgiveness : an empirical study in Turkey

Gürce, Merve Yanar; Tosun, Petek; Pektaş, Güzide … - In: Journal of marketing and consumer behaviour in emerging … (2022) 1/14, pp. 22-39

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...

Persistent link: https://www.econbiz.de/10013382453

Consumer motives for purchasing counterfeit luxury products : behind the status signaling behavior using brand prominence

Purwanto, Pur; Margiati, Lulus; Kuswandi, K.; Prasetyo, Budi - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 20 (2019), pp. 208-215

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...

Persistent link: https://www.econbiz.de/10012020152

Building Brand Awareness in Dynamic Oligopoly Markets

Naik, Prasad A. - 2014

Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their … brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition …. Consequently, we lack both the empirical knowledge and normative understanding of building brand awareness in dynamic oligopoly …

Persistent link: https://www.econbiz.de/10012751638

A Systematic Review of Brand Transgression, Service Failure Recovery and Product-Harm Crisis : Integration and Guiding Insights

Khamitov, Mansur - 2019

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...

Persistent link: https://www.econbiz.de/10012864617

Celebrity Endorsement and Purchase Intention : The Role of Perceived Quality and Brand Loyalty

Mateen Khan, Marium - 2020

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

Persistent link: https://www.econbiz.de/10012826163

The impact of Destination Image on Tourists’ Satisfaction and Loyalty : A Case of Egypt

Elsayeh, Yasmine - 2020

Tourism is an extremely complex field and in order to understand its complexity, none of its components should be left aside. That's why, as many other researchers have done before, the present paper aims to analyse the central element of the entire tourist activity especially the tourist. Based...

Persistent link: https://www.econbiz.de/10012829569

How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Khamitov, Mansur - 2019

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...

Persistent link: https://www.econbiz.de/10012892343

Self-Congruence Facets and Emotional Brand Attachment : The Role of Product Involvement and Product Type

Sheeraz, Muhammad - 2019

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

Persistent link: https://www.econbiz.de/10012898186

The Influence of a Sports Event Sponsorship on Brand Image and Brand Preference

Phiri, Thabo; Chakauya, Leonard - 2023

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...

Persistent link: https://www.econbiz.de/10014360692

AMUL&ROYAL ENFIELD Indian Cult Brands

Mohan Raj, Prasanna - 2019

Every human being is born with a set of perpetual needs, the satisfaction of each of which leads to a higher level need. All these needs culminate at the most demanding need of self-actualization. If a product or brand fulfills this desire of a person, the customer becomes a core loyal to that...

Persistent link: https://www.econbiz.de/10014111240

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