The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be … influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches … evaluation of the target brand (exp. 2). These effects are not accounted for by differences in participants' involvement or …

, brand personality, and loyalty affect brand switching intention.Design/methodology/approach: The data were collected online … demonstrates that perceived product quality, brand personality, and loyalty have both direct and indirect negative effects on … testing the impact of brand personality dimensions on consumers' brand identification, perceived product quality, loyalty, and …

, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and … explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand … impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 …

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty … convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self …-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer …

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The … paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty …

involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents … research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b …) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has …

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand … relationships among brand experience, brand authenticity, and brand equity and customer satisfaction. Especially, it is a valuable … contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover … its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and … luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five …

Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the … use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs …. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this …

Today, brand communities constitute an externality that brand valuation methods like the Interbrand Global Rankings try … the existence of brand communities via brand valuation methods raises questions relating to the production of value by a …