Purpose – This paper aims to study the role of self-consciousness from the point of view of firm loyalty. Firms increasingly vie to gain, and then maintain, loyal consumers. A firm’s assumption that such consumers will be willing to pay premium prices, however, contradicts consumers’...

Purpose – The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors....

Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of...