This research demonstrates that brand performance can be enhanced not only through brand personality congruence with … customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand … personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and …

favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an … emerging market, as an initial step toward a more developed theory of brand literacy …

of brand repurchase across territories. Furthermore, we show that the effects of factors that may improve repurchase …. Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher, while … customer satisfaction has relatively more effect in territories where a brand's market share is lower. These findings imply …

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular …. This study empirically attempts to discuss this particular issue by examining the relationship between brand awareness and … brand loyalty. Also, it seeks to investigate the mediation role of brand commitment in initial relationship to tackle the …

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … applied as a survey (n=353). The results of the research revealed that the perceived brand equity of the retailer has an … research is that there is also a relationship between the category of the product and the brand equity of the retailer. …

. Brand resonance is the extent to which a consumer develops strong behavioral, psychological, and social bonds with the … brands he/she consumes. This paper investigates the different brand experience dynamics that can influence the brand … identify the rapport between brand experience factors and brand resonance useful to the mobile phone industry. The study also …

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the … relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand …-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of …

The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were … regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers … formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the …

recommendations. The objectives of the study focus on examining the impact of a brand on consumer buying behavior, whether consumer …, marital status, and brand name associated with brand consumption of Somali students study in Istanbul which is the working … questionnaires were used, which collected 110 responses for a month. The results show that the brand name has a strong positive …