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 …

organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty … brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in … provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty …

Testing for and measuring habitual brand loyalty (HBL) is one of the classic questions in quantitative marketing. We … categories reveal a non-trivial extent of HBL in consumers’ brand choices. Semi-parametric evidence for forward-looking consumer …

students’ brand consciousness in apparel and influences differ according to students demographic characteristics. Participants …, the students’ brand consciousness is, significantly correlated to each socialization factor. However, of the media related … influence and peer influence. Moreover, significant differences were found for socializations agents and brand consciousness …

Purpose - The purpose of the current research paper is to uncover the relations between brand and human personality by … identifying brand preferences of consumers with different personality types. Design/methodology/approach - Based on the existing … proxies of human personality and brand personality dimensions as suggested by Aaker (1997). Proposition were tested through …

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 …

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping … up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and … behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship …