basic purpose of a brand is to identify a product, to establish its legitimacy and reliability. Brands also age like people …, celebrity endorsement provides a brand a touch of that intended personality, appeal, name and recognition. Selecting a celebrity …, Attractiveness, Respect and Similarity. Brand building through celebrities for specific cultures can be done by following the …

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 … influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication …

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe … brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher … (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in …

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal … brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on … sensations in the social network Instagram. The aim of this research is to determine the influence of a personal brand on the …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality … communication characteristics like transparency and social responsibility on customers' brand evaluation. They further measure how …

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the … distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate … the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty …. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands … success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …

Negative consumer emotion towards brand like brand hate is a common phenomenon nowadays which causes anti-brand actions …. This study aims to find out the influence of unfavorable brand image and negative past experiences on consumer brand hate … used to analyze the data. The findings of the study suggest that negative brand image has significant influence on consumer …