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 …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on … brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists … positive WOM. Brand image, experience, and destination quality are maintained to build high brand love for Bali. These also …

This paper demonstrates that brand-level state dependence is affected by the store at which a consumer shops. The … classic structural state dependence literature models inertia in brand choice by assuming that consumers experience an extra …'s price. When consumers switch back to a store they previously visited, both the brand purchased on the last shopping occasion …

Analysis of category and brand purchase rates using Nielsen-Kilts 2014 panel data for the US show they closely fit the …

-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 …

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to …. Brand loyalty declines sharply as households shift from the pre-family stage to the young family stage, remains relatively …

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 …