manufacturers who claim that their product has both basic and additional features (premium product). The brand manufacturer’s (BM …

larger extent on consumer response and acceptance i.e. ‘Brand Acceptability & Loyalty'. To compete, survive and grow in the …

support and engagement with luxury brand businesses. Both researchers and practitioners would, therefore, benefit from having … growing luxury brand businesses was examined for its recent incident, media coverage from a real court case, that made the …, this methodology is not articulated well enough in the luxury industry if the method is valid for the luxury brand business …

brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of … positioning tools to develop firm's corporate brand followed by enhancing BL.Originality/value: Scale development and validation …

explains how the process of building and increasing brand resonance by constructing important factors regarding consumer … perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design …). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, brand attitude, emotional …