Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism...

Purpose The purpose of the study is to develop and empirically test a model of how consumers process logo changes used in rebranding. Design/methodology/approach Individual in-depth interviews with 12 informants allowed researchers to better understand how consumers respond to logo changes....

Purpose – Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in...

Purpose The paper aims to examine brand marketing efforts and consumer loyalty among mobile phone users. By recognizing different levels of loyalty, the study assesses the degree of importance of the brand marketing programs on high and low loyalty consumer segments within an emerging market...

Purpose This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing...

Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach – In order to develop and validate the romantic brand...

Purpose This paper aims to examine the effect of targeted promotions on perceptions of fairness from the perspective of consumers who are not targeted. Design/methodology/approach A scenario-based approach is used. Three studies manipulating promotion selectivity and various bases for promotion...

Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include...

Purpose – Companies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they purchase. These brand tribal members share something emotively more than mere brand ownership. As measures...

Purpose – This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct....