The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in …. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This … like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand …

The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand … perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve … symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to …

variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence …

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 …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …