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 …

This study examines the divergence between hotel brand naming trends in Bali compared to consumer perception of star … rating, price range, and quality based on brand names. When 224 star hotels were categorized based on decade built, apparent …

. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand …. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand … loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the …

firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data … distribution of entry is found to account for the levels, rank-orders and covariation in the geographic distribution of brand … shares, perceived brand qualities and advertising effort. Interestingly, alternative potential sources of geographic …

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand … satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model … associations that affect consumers’ decision-making process and create a brand-loyal customer base. …

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 …

involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents … research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b …) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has …