and consumption experiences. In a word, branding can bias consumers. The phenomenon of brand bias suggests that the search … “brand equity”: the value to a firm or its customers of a brand and of the firm’s efforts to build and maintain that brand …. Internally complex brand equity models, juxtaposed with empirical findings in related psychology and marketing research …

This research analyzes the neural implications of choosing the retail brand instead of the industrial brand, by means … of an experiment using functional magnetic resonance imaging (fMRI). We found that the preferred brand is not the only … higher the price differential between the private label and the industrial brand, the Greater the emotional involvement. The …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality … communication characteristics like transparency and social responsibility on customers' brand evaluation. They further measure how …

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the … distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate … the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for … specifically the positioning of the brand lack fundamental research. Within the MC 500 Study we collected and analyzed 500 brand … names of mass customization companies worldwide to get a first profound overview of the brand names' landscape that will …

bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that … found the majority of promotion buyers had bought the brand before. The study here uses data from 9 product categories and … finds that on average, 58% of consumers who buy a brand on promotion have bought it in the past 26 weeks. The proportion of …

sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty …. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands … success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and …

In this paper, we investigate how retailer competition and asymmetry affect store brand strategy when some of the … used to shield consumers loyal to the national brand from price sensitive one-stop shoppers. When the intensity of …-stop shoppers only if the margin from them is large enough. The above results imply that national brand prices may rise after the …