activities by way of developing a green brand. Further, this study develops a framework that other companies can use to assess …

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a … possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater … attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker …

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the …

protect incumbent brand holders rather than enhancing consumer welfare. Furthermore, I argue that insights from information …

that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and … trademarks: brand theory. This theory explains riddles within current trademark doctrine and provides the foundation for a new … possibility that trademarks can be true information resources for all stakeholders in a brand — corporations, consumers, and …

, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by … emotional experiences - all of which reinforce the value of the sponsoring brand far beyond Its standard uses. The rewards for … companies that capitalize on these possibilities - deeper engagement with consumers, increased brand loyalty, and enhanced …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

authentic luxury purchasing is very important to them. These “Chandlers” are represented mainly in big cities where luxury brand …

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas … & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011 …-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context …