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The Effect of Brand Awareness on Brand Loyalty : Mediating Role of Brand Commitment

Alkhawaldeh, Abdelbaset - 2018

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular …

Persistent link: https://www.econbiz.de/10012930933

Brand Equity and Brand Loyalty : New Perspective

Alkhawaldeh, Abdelbaset - 2018

Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to...

Persistent link: https://www.econbiz.de/10012934820

The Effects of Uncertainty Avoidance on Brand Performance : Marketing Creativity, Product Innovation and the Brand Duration

Giarratana, Marco S. - 2015

This paper investigates the link between brand performance and cultural primes in high-risk, innovation-based sectors. In theory section, we propose that the level of cultural uncertainty avoidance embedded in a firm determine its marketing creativity by increasing the complexity and the...

Persistent link: https://www.econbiz.de/10012707820

Why do some new products fail? : evidence from the entry and exit of Vanilla Coke

Clark, Robert; Gong, Yiran - 2021

The analysis of new product introduction using discrete-choice demand models has focused on successful products (e.g. the minivan) and their welfare impacts. Instead, we apply this approach to unsuccessful products to provide insight into the reasons for their failure. Our case study is the...

Persistent link: https://www.econbiz.de/10012670911

Brand types applied by emerging markets' firms : ountry of brand origin and brand use motives

Witek-Hajduk, Marzanna K.; Grudecka, Anna - In: Entrepreneurial business and economics review : EBER 9 (2021) 1, pp. 155-168

brands. Implications & Recommendations: The dominant international branding strategy of emerging markets` firms in terms of …

Persistent link: https://www.econbiz.de/10012519502

Participating anonymous online student communities and university brand relationship outcomes

Le, Tri D.; Linh Le; Quynh Phan; Khoa T. Tran; Phuong … - In: Cogent business & management 8 (2021) 1, pp. 1-14

Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong...

Persistent link: https://www.econbiz.de/10012649884

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-25

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders … branding elements such as corporate activities (r(335) =.15, p =.01), corporate values (r(335) =.84, p <.001), corporate … companies need to consider internal stakeholders in creating convincing corporate stories for branding which yield positive …

Persistent link: https://www.econbiz.de/10012655116

Logo shape and color as drivers of change in brand evaluation and recognition

Torbarina, Matia; Grgurić Čop, Nina; Jelenc, Lara - In: Naše gospodarstvo : NG 67 (2021) 1, pp. 33-45

Persistent link: https://www.econbiz.de/10012584407

Rapport on Brand Experience Dynamics and Brand Resonance

Abraham, Mathew; Joseph, Ajay - 2021

The relationship between consumers and brands has gathered considerable attention in marketing and consumer behavior. Brand resonance is the extent to which a consumer develops strong behavioral, psychological, and social bonds with the brands he/she consumes. This paper investigates the...

Persistent link: https://www.econbiz.de/10013223151

Linking Brand Engagement to Customer-Based Brand Equity and Role of Brand Experience, Brand Personality, and Brand Affect : A Case of Automobile Market of Pakistan

Farhat, Kashif - 2021

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile...

Persistent link: https://www.econbiz.de/10013233249