Purpose The paper aims to examine the nexus between perceived relational benefits and brand engagement within a … and entertainment) contribute significantly to consumers’ brand engagement in a restaurant service setting. Variations … across consumers with low, medium and high brand engagement levels are also provided. Originality/value The paper extends the …

the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and … marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of … brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design …

Purpose – The purpose of this paper is to explore how AACSB might better position itself through brand management … having a different level of prestige. This repositioning of the AACSB brand would make the accreditation standards flexible …

Purpose – The purpose of this paper is to explore the impact of country of origin (COO) information on brand perception … and brand image structure. Design/methodology/approach – Through an analytical review, research hypotheses were built. An … were investigated. Findings – Results showed that COO had an effect on brand perception. This effect differs across brands …

Purpose – The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence … of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social … responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context. Design/methodology/approach – A …

consumers' brand impressions. Design/methodology/approach – Integrating and extending design perception with congruence and … bimodal designs (Modern, Big Grip, Prototypical‐Small, Boxy Billboards, and Prototypical‐Large) based on brand visual and … haptic factors. Study 2 relates these types to unique single‐modal brand impressions. Study 3 determines how consumers …

management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how … and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers … significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is …

Purpose – This paper explores the role of financial services brand values and compares the importance of process and … comparatively more salient role than outcome factors in building positive brand experience. Research limitations …. Practical implications – It is recommended that financial services providers design brand appeals and advertising messages that …

-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design …. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not … only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but …