Purpose – This research aims to clarify the nature of the links between brand architecture and brands portfolio … truly been asked; and yet the major role of brands raises the question of brand optimisation and balance at the core of an … organising and utilising brands. Findings – This work shows that brand architecture corresponds, in its essence, to a …

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour … the market using different variables and characteristics. The study attempts to understand the brand switching behaviour … across the categories and their effect on brand switching behaviour in correlation with satisfaction and involvement level …

Purpose – The purpose of this paper is to explore the impact of country of origin (COO) information on brand perception … and brand image structure. Design/methodology/approach – Through an analytical review, research hypotheses were built. An … were investigated. Findings – Results showed that COO had an effect on brand perception. This effect differs across brands …

art collaborations and evaluate the efficiency of collaborative brand projects. Design/methodology/approach – Through the … investigates consumer attitudes toward the brand's collaborative projects via a questionnaire survey. Findings – Authenticity can ….g. creative process, final designs) occupy different positions in the consumer's mind. This study also reveals that when a brand …

study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and … interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition. Research limitations … in cross‐strait markets, as well as help managers achieve global brand recognition. Originality/value – The various …

investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study … explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the … telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand. Findings – The paper highlights …

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and … brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all … hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand …

. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been … made of activities connected with the development of the brand based on the experience of the best brands in the world … insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession …

-brand attribute statements representing website communications and aesthetics, a more effective understanding of consumer … aesthetics is most important in the online environment when generating a positive relationship towards the retail brand. Research … compare traditional retail brand images. Finally as this study utilised Australian responses only the authors suggest cross …