underpin the construct of brand prestige, which is used as a vehicle to assess consumers’ affinity toward the brand. Design … image automatically adds value in fostering goodwill toward the brand. Originality/value – This study is one of the first to … investigate the notion of private label prestige (grounded in that of brand equity theory) in an emerging market context. In doing …

’ brand and reputation management. As well as being a threat to companies’ reputation and prosperity, CSR also represents an …

to the Indian market. This paper aims to investigate brand strategies implemented by food and beverage firms going … international and, in particular, to determine how to build the brand strategy on entering emerging markets through acquisitions …. The research focused on the brand strategy for the specific case of the Lavazza Company by using a qualitative approach …

A 2x2 experiment was used to study the effects of brand name and knowledge on the adoption of antivirus software …) brand name affects product choice, (2) a strong brand may tend to induce a false sense of security and lead to poor produce … choice, and (3) knowledge can reduce consumers’ reliance on brand name in security technology adoption decision. …