Purpose: The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach: Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands...

A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study's final ‘product’, the Brand...

Purpose: Dealing with online rumors or fake information on social media is growing in importance. Most academic research on online rumors has approached the issue from a quantitative modeling perspective. Less attention has been paid to the psychological mechanisms accounting for online rumor...

Purpose The purpose of this paper is to develop and validate a multidimensional hierarchical scale for measuring “e-service quality variation.” Design/methodology/approach Based on the psychometric scale-development approach, qualitative and quantitative methods were employed to develop the...

Over the recent decade, practitioners have engaged in creating and maintaining long-term connections with customers and regard customer loyalty as their ultimate goal in developing business strategies because of the increasing market competition. In order to explore the effectiveness of...