Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a...

The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they summarise consumers’ knowledge and experiences, guiding their subsequent actions. In this context, the shifting...

Purpose – The purpose of this paper is to study whether the effectiveness of innovation in improving a firm's performance varies in different competitive situations and to analyze whether the competitive forces act as a motivator or as an inhibitor. Design/methodology/approach – The paper...

Despite increased attention and relevance drawn by trust as a key characteristic required for relationship marketing success, it has seldom been explicitly examined in end‐consumer studies, especially those concerning consumer‐brand domain. Consequently, no current scale exists to measure...

Purpose – The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions. Design/methodology/approach – A sample...

Purpose – The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable...