Current research on brand alliances has focused primarily on alliances between two known, national brands. However …, there is significant benefit to both parties in an alliance between a national brand and a private brand. Such alliances are … whether using a national brand ingredient can benefit a private brand without hurting the national brand. First, a theoretical …

reveal that descriptive attributes can be successfully predicted and they confirm that the usage level of a brand typically … determines the proportion of consumers who hold favourable attitudes about that brand. The results question the popular emphasis … on positioning and brand differentiation and we conclude by suggesting more behaviourally oriented strategies.  …

of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature … against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of … switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However …

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand … equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication … consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and …

between consumers’ knowledge levels. Specifically, culture‐of‐brand‐origin (COBO) is proposed to have replaced country …‐of‐origin (COO) as the most important origin influence regarded by consumers in their perceptions of brands. Culture‐of‐brand …‐origin is used to mean the cultural origin or heritage of a brand. Data were gathered from 459 respondents in the Asian city of …