Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test 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...

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 among social networking sites as an act of brand...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude after Mergers and acquisitions (M&As). The study also examined the moderating effect of word of mouth. A survey was conducted with 411 respondents (162 males and 249 females), who...

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study...

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and...

Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even...