Purpose The purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online banking, thus extending existing brand personality research. In addition, it examines the relationship between CBVBP with...

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of...

In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying,...

In the context of strategic marketing and market commitment models, modeling of brand switching behaviour of consumers is of extreme use in determining the performance potential of the existing players. This paper revisits the static models of Ehrenberg and Hendry and introduces a dynamic model...

Purpose – The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach – Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality...

Purpose – The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions. Design/methodology/approach – A sample...

Purpose – The purpose of this paper is to test whether brand defection shows double‐jeopardy effects, and whether stochastic models provide useful benchmarks of expected brand defection rates. Design/methodology/approach – The approach takes the form of an empirical study of brand...

Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents,...

Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self-administered structure questionnaire was used to collect...

Describes recent confusion about the nature of the digital revolution and the impact of this on commercial and academic behaviour. Illustrates that the nature of the digital revolution in consumer use of information has shown phenomenal uptake in usage, if not revenues and that this has already...