Showing 1 - 10 of 532
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
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...
Persistent link: https://www.econbiz.de/10014040207
According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...
Persistent link: https://www.econbiz.de/10014052405
While brand punishment – through either individual or collective action – has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across...
Persistent link: https://www.econbiz.de/10014118213
The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand...
Persistent link: https://www.econbiz.de/10014081781
Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for...
Persistent link: https://www.econbiz.de/10014085795
Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...
Persistent link: https://www.econbiz.de/10014105862
Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and...
Persistent link: https://www.econbiz.de/10014105863
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
Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are...
Persistent link: https://www.econbiz.de/10013021123