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Evidence on Expectations of Luxury vs Nonluxury Consumers on Facebook Luxury Brand Pages

Deprince, Elodie - 2019

Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies....

Persistent link: https://www.econbiz.de/10012862124

Expanding Brand Personality Congruence to Brand Personality Fit : The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance

Wirdamulia, Ardi - 2014

This research demonstrates that brand performance can be enhanced not only through brand personality congruence with … customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand … personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and …

Persistent link: https://www.econbiz.de/10013048417

To Grow Your Brand, You Need More Customers. The Key is How Many You Have, Not How Much They Buy

Dawes, John - 2014

households buying the brand, compared to their brand buying rate. The management implication is: to grow, you must attract lots … of new buyers and worry less about boosting how much of your brand they buy …

Persistent link: https://www.econbiz.de/10013050972

Influence of Consumer Demographics on Attitude Towards Branded Products - An Exploratory Study on Consumer Durables in Rural Markets

Nandamuri, Purna - 2015

influence of consumer demographics in rural markets on brand management of consumer durables. A self-designed questionnaire … containing 14 statements related to the brand/product features was administered face to face to 224 prospective buyers of …

Persistent link: https://www.econbiz.de/10013017794

Demystifying Luxury Brands

Doval, Jyoti - 2015

For centuries, people worldwide have delighted themselves with the possession of products or services, which go beyond the realm of necessity and may be termed as luxury. The term “luxury” is often used in our daily lives to refer to products, services or a certain lifestyle, which go beyond...

Persistent link: https://www.econbiz.de/10013020159

A Brand Culture Approach to Brand Literacy : Consumer Co-Creation and Emerging Chinese Luxury Brands

Schroeder, Jonathan E. - 2014

favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an … emerging market, as an initial step toward a more developed theory of brand literacy …

Persistent link: https://www.econbiz.de/10013045463

Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets

Echambadi, Raj - 2014

of brand repurchase across territories. Furthermore, we show that the effects of factors that may improve repurchase …. Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher, while … customer satisfaction has relatively more effect in territories where a brand's market share is lower. These findings imply …

Persistent link: https://www.econbiz.de/10013046320

A Study of the Role of Income in Determining Shopping Formats and the Factors Impacting Brand Choice at the Pre-Store and In-Store Stages of the Buying Decision Process for Specifi...

Altekar, Dr. Shrirang - 2014

format for purchase. This study further seeks to determine whether shoppers do change their choice of brand in the pre … to determine whether shoppers change their brand choice in the in-store stage, and what are the factors that influence …

Persistent link: https://www.econbiz.de/10013047192

The Effect of Brand Awareness on Brand Loyalty : Mediating Role of Brand Commitment

Alkhawaldeh, Abdelbaset - 2018

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular …. This study empirically attempts to discuss this particular issue by examining the relationship between brand awareness and … brand loyalty. Also, it seeks to investigate the mediation role of brand commitment in initial relationship to tackle the …

Persistent link: https://www.econbiz.de/10012930933

Brand types applied by emerging markets' firms : ountry of brand origin and brand use motives

Witek-Hajduk, Marzanna K.; Grudecka, Anna - In: Entrepreneurial business and economics review : EBER 9 (2021) 1, pp. 155-168

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

Persistent link: https://www.econbiz.de/10012519502