lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate … increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the … potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

“umbrella branding,” or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a … behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain … performance characteristics to a private label brand, across multiple categories. I test this theory using scanner data in this …

model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … applied as a survey (n=353). The results of the research revealed that the perceived brand equity of the retailer has an … research is that there is also a relationship between the category of the product and the brand equity of the retailer. …