Purpose The purpose of this paper is to examine the effects of employer branding on company attractiveness to younger workers. Design/methodology/approach The paper analyzes the relative importance attached to symbolic and functional company attributes using a survey conducted at a large North...

Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing...

Purpose – Store branding has gained much attention from branding researchers, including studies of market segmentation. However, the psychological profile of the store brand consumer is still obscure. The present study investigated the role of “need for cognition” (NFC) in purchasing store...

Purpose – The purpose of this paper is to construct a model for factors that affect on‐line consumer behavior intentions and post‐purchasing behavior by: integrating the decomposed theory of planned behavior, technology acceptance model, and relationship quality; identifying the difference...

Purpose – The purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs associated with family brands. Design/methodology/approach – Hypotheses are developed and tested in a consumer survey that included experimental and control groups. Findings...

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country‐of‐origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of...

Purpose – This study aims to investigate the relationship between successful brand advertising campaigns in China and various factors such as message/creativity, media selection, market research, competition, market share, product uniqueness, and agency/client relationships....

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 empirical investigation was carried out among...

Purpose – The purpose of this paper is to investigate the efficacy of three corporate social responsibility (CSR) initiatives on brand preference in the Thai banking sector. Design/methodology/approach – A 2 × 2 × 2 between subject experimental design was used to test the...

Purpose The purpose of this paper is to examine the antecedents of repurchase intentions in the Pakistani airline industry. Though research on repurchase intentions has traditionally focused on service quality and satisfaction, recently scholars have proposed that word of mouth (WOM) and thin...