The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of … of traditional antiseptic creams were undertaken via convenience sampling across India. Brand salience and nostalgia … played a significant role in influencing customer perceived value and brand loyalty as outcomes of the revitalization of …

celebrity endorsements such as source credibility of the celebrity, celebrity-brand congruence and meaning transfer model … (McCracken, 1989). Research in Brand Personality is relatively new. The works of Aaker and Fournier (1995), Aaker (1997) and … Ourgee (1998) initiated the interest which ultimately resulted in the construction of a Brand Personality Scale by Aaker …

Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow … the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a … decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an …

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing … behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have … positive brand attitudes toward products. Because the majority of tweens have less knowledge of brand choice and tend to seek …