In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share … advantages in the context of local competition on perceived quality or brand image. The main result of the analysis is a relation … distributed across competitors, the above argument is reinforced by multimarket contact. Even if local "brand building" is free …

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 …

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand … experience, as measured through sensory, emotional, behavioural, and intellectual brand experience, on customer satisfaction and … responses were collected. The participants were asked to evaluate their satisfaction and eWOM based on 6 items and their brand …

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 …

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 …

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 …

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 …