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 …

Purpose – The purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in … the context of a brand community dedicated to a mainstream Japanese motorcycle brand. Design/methodology/approach – A … product. These findings are reproduced on the brand level, where members of the brand community present a more differentiated …

Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand … respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading … brand and its price or “brand X” without price information). Findings – This research provides original evidence that the …

(sport versus pleasure), brand name (national versus private brand), price (discount versus no discount), and store name … suggesting the necessity of qualifying the brand name, store name, and price discount effects on consumer perceptions. The …

Purpose – The purpose of this study is to determine the extent that extrinsic product attributes (brand name …. Design/methodology/approach – A 2 (brand) x 2 (treatment group) experimental “taste‐test” design was created using two brands … of cookies (national versus store brand) and two treatment conditions (whether the cookie was in its respective package …

explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand … association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the … literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using …

Purpose – Previous research demonstrates the importance of product category fit in evaluating brand alliances. However …, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that … the evaluation is a question not only of product category fit, but also of brand concept consistency. Therefore, this …

This paper presents an empirical study on store brand demand and its determinants. A two‐stage model is considered, in … manufacturer brands. The first stage identifies the segment of store brand customers and the second level determines customer … results provide insights into explanatory factors and useful implications for brand management. Extensions of the present work …