well-established brand-perception measures such as brand personality and brand equity, and suggest various applications for …Understanding how consumers perceive brands is at the core of effective brand management. In this paper, we present the … Brand Visual Elicitation Platform (B-VEP), an electronic tool we developed that allows consumers to create online collages …

evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a … non-marketing contexts, respectively. In the main experimental condition, congruent and incongruent brand associations … (nouns) presented before brand names were selected from real marketing campaigns building brand communities. In the control …

strategy called “brand extension.” In contrast to the popularity of this strategy by online vendors, however, there is little … product integration design under the same brand umbrella and consumers' usage of the newly introduced information products …. Addressing this gap, this study investigates the antecedents of online brand extension evaluation with an emphasis on the …

: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury … Decision-Making -- Chapter 12: Consumer Behavior During a Brand Crisis -- PART 5 -- Consumer Behavior in the Future. …

BRANDS -- WHY BUILDING MARKETING ASSETS MATTERS -- CONSUMER-BASED DIMENSIONS OF BRAND EQUITY -- CONCEPTUAL FRAMEWORK … BRAND IMAGE TO LOCAL MARKETS: GOVERNANCE DECISIONS FOR MARKET ENTRY AND GLOBAL BRANDING STRATEGY -- THE RELATION BETWEEN … BRAND AND GOVERNANCE -- FACTORS AFFECTING BRAND GOVERNANCE FORM DECISION -- THEORETICAL AND MANAGERIAL RELEVANCE: ACTION …