In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the … relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more … than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the …

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

personal branding is a planned effect of brand identification and is crucial for brand value creation in social networks. …Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose …

The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions … and to identify which factors are influential in building brand equity. Brand awareness, perceived quality, brand … association, brand image and brand loyalty; the most researched and cited brand equity dimensions are hypothesized to contribute …

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 …

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand … satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model … associations that affect consumers’ decision-making process and create a brand-loyal customer base. …

supermarkets and hypermarkets have superior supply chain in the country that they begin to extend their brand and make their own … products, which is called private brand. The growth of private brands in Indonesia has been fairly stagnant as brand names step … been so slow? In short, Asian shoppers are strongly brand-loyal and retailers have not invested enough in marketing private …

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 …

respondents' degree of mindsharing in regards to their perception of the organisational brand. The four stages the branding …-effect” for the BBMRI.se brand. The study's implication is for branding to account more for social and individual motivations and … perceived their brand and the role mindsharing played in light of the organisation's ultimate failure. Specifically, the study …

Brand architecture may be understood in reference to an integrated approach of a firm directed towards the design and … management of its brand portfolio. Broadly, brand architecture is concerned with the pedigree of brands of a firm, role of … specific brands and the relationship between sub-brands. This paper discusses the brand building process for the new …