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 …

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

The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude … brand awareness had a positive influence on brand attitude. Regarding the product fit effect, the product fit did not show … any significant effect on brand attitude. The results also indicated that WOM had a significant influence on product fit …

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 …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

Although many studies have documented that in-store displays and feature advertising can significantly increase brand … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …