Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...

Purpose – The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions. Design/methodology/approach – Data were...

Purpose – In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such...

The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates...

Analyses the factors which determine family purchase behaviour. The family has traditionally been considered as an important decision‐making unit with respect to the large quantity of products and services which are purchased by households on a daily basis. Sets out to determine the variables...

Purpose – This paper seeks to carry out a profile of the current buyer of store brands in Spain. Design/methodology/approach – In the characterization of store brand consumer, the paper analyses socio‐demographic and psychographic variables. The psychographics considered are based on the...