Purpose - Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology-based brand extension and how technologic direction...

This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The...

This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer...

This study examines empirically how Chinese consumers evaluate and respond to foreign products made in Japan. Specifically, it examines the moderating effects of materialism and susceptibility to normative influence on the effects of country-specific animosity on willingness to buy foreign...

This study investigates how native consumers evaluate international brand alliances (IBA) between a foreign brand and a native brand. The empirical results support the moderating effects of both brand order and consumer ethnocentrism (CET) on the effects of foreign and the native partner brand...