This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed...

Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand symbolism, target marketing, promotional messages and brand features; provides case studies. Presents...

Discusses and contrasts the theories of double jeopardy and brand equity. A model of attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to reconcile the two theories. Results of a study designed to test the model are presented. Results indicate support for both...

Purpose A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs. However, how CSR initiatives help build brand equity remains relatively unexamined. This study aims to demonstrate...

Compares two leading brands in the USA in late 1999: the leading e‐retailer, Amazon.com, and the leading “bricks and mortar” retailer, Wal‐Mart. The two brands were found to enjoy, in their respective markets, similar consumer brand equity, defined in terms of the degree of loyalty felt...