Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward … the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand … equity as deep as possible. This paper attempts to understand the interrelationships among key formative indicators of brand …

-setting game with heterogeneous consumers and two firms that produce different brands. Some consumers prefer one brand, others … prefer the other brand. Consumers derive common value from their preferred brand, but they differ in how strongly they … dislike their less preferred brand. I consider the situation in which one firm can offer consumers the opportunity to pre …

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price …

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on … are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer … personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined …

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, given that brand attachment can vary in terms of strength, and …

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 …

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer … leaders and shelf space adjacency, retailers routinely create brand spillovers for their profit, and trademark law generally … has not restricted these activities. Online intermediaries, such as search engines, also create and profit from brand …

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 expectations of exclusive behavior within the brand relationship …

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares … retailer and the manufacturer. Together, this implies that POS variables may influence brand shares very differently in … different retail formats and for different brand types, which has important implications for retailers and manufacturers. We use …