Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. We examine whether consumers actively evaluate the brands on every occasion. We propose a multistate choice model with...

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person's personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand...

The paper analyses the role of the relationship between brand quality, brand identification, and emotional attachment in contributing to brand loyalty. Specifically, we are interested in understanding how young consumer’s emotional responses to brand quality perceptions impact brand loyalty,...

Branding is an important element in the retailing industry to influence customer perceptions and drive store choice and loyalty. With the increasing of organized retailing in manifold in the urban and semi-urban areas, it is necessitated the retailer to brand its retail outlet. Even many...

The Brands in the modern era has witnessed a profound and paradigm shift in their marketing approaches towards consumers. The exponential growth and need of eco –friendly products have made the marketers to think of drastically mould their offerings and reasonably deliver their marketing...

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's effects on the identity projects...

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...

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...

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer interest in a trademark increases the profits of third parties who do not own the trademark. Using techniques such as loss leaders and shelf space adjacency, retailers...

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing...