This research was carried out from the perspective of downward price-based brand extensions with the aim to discover … its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and … luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five …

Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may … actions of a luxury brand concept causes a decline in evaluations, relative to control. A luxury brand’s self …) concepts that do not conflict with CSR. The effects for luxury brand concepts disappeared when the informativeness of the …

Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put … forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There … is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of …

“brand equity”: the value to a firm or its customers of a brand and of the firm’s efforts to build and maintain that brand …. Internally complex brand equity models, juxtaposed with empirical findings in related psychology and marketing research … and consumption experiences. In a word, branding can bias consumers. The phenomenon of brand bias suggests that the search …

Marketing ROI has been a topic of considerable debate between proponents of brand management and those of marketing … accountability. As the brand management discipline works to leverage marketing investments to meet the challenge of an increasingly … pressure on brand-managers to demonstrate ROI on their marketing investments. Brand-managers justify their aversity to …

Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the … use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs …. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this …

. Currently, NBs continue with their higher pricing, to sustain their brand equity. On the other hand, grocery retailers continue …

competition. One of these criteria is the brand which has proven in developed economies the main competitive advantage and it … influences to a certain extent the demand for any service. In these circumstances, the concern for a brand is a need, not a … be somehow cynical when being able to give up a brand as soon as it does not fulfil its duties. Accomplishing the task to …