. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic resonance … vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in … brand preference only after the decision process …

The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand … perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve … symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to …

The consolidation of retailers across markets has considerably altered the competitive dynamics between leading brand … manufacturers and retailers. The era in which brand manufacturers dictate the game to compliant retailers is long gone. Nowadays … private label brands (PLB) and actively seek brand manufacturers to supply them. For brand manufacturers supplying PLB may …

supermarkets and hypermarkets have superior supply chain in the country that they begin to extend their brand and make their own … products, which is called private brand. The growth of private brands in Indonesia has been fairly stagnant as brand names step … been so slow? In short, Asian shoppers are strongly brand-loyal and retailers have not invested enough in marketing private …

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

perceived their brand and the role mindsharing played in light of the organisation's ultimate failure. Specifically, the study … respondents' degree of mindsharing in regards to their perception of the organisational brand. The four stages the branding … process investigated were: Brand Strategic Analysis, Brand Identity, Brand Operationalising, and Post …

The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude … brand awareness had a positive influence on brand attitude. Regarding the product fit effect, the product fit did not show … any significant effect on brand attitude. The results also indicated that WOM had a significant influence on product fit …

clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing …, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of …

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using … allocation of its benefits, however, have little effect on the long-run market shares, which are determined by brand …