This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using self-administered online...

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...

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 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...

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...

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...