brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive … determined brand loyal consumer bases are not symmetric across firms. This raises a robustness question regarding Varian's “model …

wider audience. Products and services are promoted by effectively integrating various brand communication tools. To …

persist in the absence of any attributable brand transgression …

reconsider the role of product involvement in the association of self-congruence facets and emotional brand attachment …. Furthermore, the study investigates the association of self-congruence facets and emotional brand attachment depending upon … involvement and emotional brand attachment. Whereas, ideal self-congruence direct effect on emotional brand attachment turned out …

the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands … the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While …

researchers investigate the effects of celebrity endorsers’ and of micro influencers’ posts on a brand’s page on Instagram. They … revealed that the chosen celebrity’s posts attracted more followers to the brand’s Instagram page, when compared to the micro … influencer’s publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand …

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage … sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand … credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is …

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to … perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand … gender contamination's effects on the identity projects of consumers, the brand as an identity marker, and the prevailing …