Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers...

This research explores the antecedents and consequences of brand passion. Consumer–brand relationship constructs (brand identification and brand trust) may influence consumers' passion for a brand. Brand passion in turn may influence brand commitment, willingness to pay a higher price for the...

Les acheteurs réguliers d’une marque peuvent y être fidèles s’ils possèdent des attitudes fortes et positives vis-à-vis de la marque, source d’engagement dans une relation à long terme avec la marque. Ils peuvent aussi acheter la marque régulièrement par habitude et pour des...

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity-brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert...

This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model...

Unlike previous studies that examine the direct effect of employees’ perceived corporate social responsibility (CSR) on affective organizational commitment (AOC), this article examines a mediated link through organizational trust and organizational identification. Social exchange and social...

La fidélité des consommateurs à la marque se définit classiquement à partir de variables comportementales et attitudinales et il est habituel de distinguer deux types d'achats répétés : ceux justifiés par des attitudes positives (la "vraie fidélité")et ceux résultant de la seule...

Regular brand buyers may be brand loyals if they exhibit strong and positive attitudes towards the brand leading them to be committed to purchasing it in the future. They can also buy the brand regularly out of mere habit or for practical reasons. This is called inertia. Finally, regular brand...