Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a … possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater … attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker …

brands have for firms. However, many studies that analyze the tendency of consumers to use the brand name in their purchasing …

. Using data from three studies, we assess whether so-called triadic brand relationships – those that implicate an … interpersonal third party (i.e., some form of interpersonal bond) – safeguard against cheating. We find compared to dyadic brand … relationships that implicate only the consumer and the brand, triadic brand relationships protect against emotional and behavioral …

manufacturer brand (MB) with the store brand (SB), this research has studied the consumer's sensory respond towards two different … taste test and an informed taste test it has been observed the influence of the brand's product, when talking about store … perception of the sensory quality of the store brands, which generates more knowledge about the brand's value of the private …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

This paper examines three important issues in brand management – the route to brand growth, the idea that brands should … be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous … studies to show that:(1) the route to brand growth must focus on customer acquisition, i.e. simply getting more of all sorts …

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different … approach the brand should be treated as a complex entity. The author argues that the modern approach goes beyond its … traditional definition of a brand in its visual features acting as a differentiating device. The modern approach to brand …

fashion firms to be more competitive in China. Based on the perspective of brand-equity dimensions, the current study proposes … strategies that allow international firms to enhance their brand equity in an emerging economy …