In this exploratory study we investigate whether a brand identified as ?niche? in traditional brand performance metrics (penetration and average purchase frequency) is also ?niche? in metrics representative of brand attribute associations. We assess the level of brand salience (propensity of...

Purpose This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by...

Purpose: The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation)....