The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be … influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches … evaluation of the target brand (exp. 2). These effects are not accounted for by differences in participants' involvement or …

firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data … distribution of entry is found to account for the levels, rank-orders and covariation in the geographic distribution of brand … shares, perceived brand qualities and advertising effort. Interestingly, alternative potential sources of geographic …

brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive … determined brand loyal consumer bases are not symmetric across firms. This raises a robustness question regarding Varian's “model …

, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and … explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand … impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 …

branding and brand communication. The modern business environment affirms the need for continuous research and analysis of … are fundamental to effective brand positioning and customer relationship management. According to the standards and values … them and influence the creation or strengthening of brand awareness. Based on scientific knowledge, this paper, using …

Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To … strategies that can be presented to improve the website's user engagement and digital brand name. The first part of the study … flow of digital advertisements to optimize brand name and profit. …

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The … paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty …

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … global companies. The advantages of social media marketing activities of companies for brand promotion in the context of …

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand … relationships among brand experience, brand authenticity, and brand equity and customer satisfaction. Especially, it is a valuable … contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …