on the importance of product cues and the moderating effect of brand schematicity. Design/methodology/approach Data were … the gift-giving situation and brand schematicity on the importance of product cues was then investigated. Findings The … results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand …

Purpose – Academic literature generally regards the brand name element as central to consumer brand equity … interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In … order to isolate the brand name element this focused on global marketing induced brand name changes. Findings – Many of the …

, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study … develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by … that there remains a connection to the brand's past. The data show that the logo chosen by consumers reflects their …

underpin the construct of brand prestige, which is used as a vehicle to assess consumers’ affinity toward the brand. Design … image automatically adds value in fostering goodwill toward the brand. Originality/value – This study is one of the first to … investigate the notion of private label prestige (grounded in that of brand equity theory) in an emerging market context. In doing …

Purpose Pharmaceutical marketers and manufactures create hype of demand among patients towards a specific brand of drug … or disease through drug advertisements. It induces the patients to seek additional information of the brand and ask for … consumer advertising (DTCA) and to examine the extent of patients’ request for a specific brand which leads to actual …

/methodology/approach This is a case study of the Thai Shizuoka Green Tea brand working to promote tea tourism in Shizuoka, Japan. It is used to … identify the functions of tourism interpretations of consumer products in a TGR related to the concept of brand identity. This …. Premises 4 and 5 are based on the brand’s essence, implying the tea company’s partnership between Thailand and Japan …

be part of the brand identity of the hotel; local culture can introduce variables that may be outside the scope of …

Purpose This study aims to develop and validate a scale for measuring hotel brand experience. Design …/methodology/approach Based on existing hotel and brand experience literature, and seven distinct studies carried out as part of this research, a … 17-item five-dimensional hotel brand experience scale was developed. Findings The scale revealed sound psychometric …

detailed analysis of how it built its brand identity over time. Research limitations/implications – Very few primary sources …

brand portfolios and global supply networks could be effectively managed in a united way. In this vein, the purpose of this … paper is to explain how the triplet of product, brand, and retail channel could affect SC performance, and how the … technique was deployed to examine the impact of strategic combinations of product, brand, and retail channel on SC strategy …