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Ein Discrete-Choice-Modell zur Erklärung von Markentreue auf Grundlage von Theorien des Lernens und der wahrgenommenen Unsicherheit

Baumgartner, Bernhard; Hruschka, Harald - In: Schmalenbachs Zeitschrift für betriebswirtschaftliche … 54 (2002) 4, pp. 299-316

Persistent link: https://www.econbiz.de/10001672460

How brand collecting shapes consumers' brand meanings

Otnes, Cele; Shapiro, Eliana N. - 2007

Persistent link: https://www.econbiz.de/10003500130

How Brand Collecting Shapes Consumers’ Brand Meanings

Otnes, Cele; Shapiro, Eliana N. - In: Consumer culture theory, (pp. 401-419). 2007

This paper explores the phenomenon of collecting a plethora of memorabilia associated with a specific brand – in this … case, the British Royal Family (BRF) brand. We explore the lifeworld of “Elizabeth,” an über-collector of BRF memorabilia …

Persistent link: https://www.econbiz.de/10015384482

Image effects : how brand images change consumers' product ratings

Fichter, Christian (contributor) - 2008

Persistent link: https://www.econbiz.de/10003788546

Throwaway history : brand ephemera and consumer culture

Heller, Michael; Kelly, Aidan - In: Journal of macromarketing : examining the interactions … 35 (2015) 3, pp. 397-408

Persistent link: https://www.econbiz.de/10011339721

Intertwined : brand personification, brand personality and brand relationships in historical perspective

Avis, Mark; Aitken, Robert - In: Journal of historical research in marketing 7 (2015) 2, pp. 208-231

Persistent link: https://www.econbiz.de/10011376210

Brand meaning rigidity in China

Eckhardt, Giana M.; Bengtsson, Anders - In: Journal of macromarketing : examining the interactions … 35 (2015) 2, pp. 218-228

Persistent link: https://www.econbiz.de/10011286475

An app a day keeps a customer connected : explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic

Fang, Yu-Hui - In: Information & management : the internat. journal of … 56 (2019) 3, pp. 377-391

Persistent link: https://www.econbiz.de/10012005341

Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance

Rajagopal, Dr - 2008

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on … are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer … personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined …

Persistent link: https://www.econbiz.de/10014212450

Purchase behavior of Generation Z for new-brand beauty products : exploring the role of blockchain

Sangal, Shreya; Nigam, Achint; Bhutani, Chitrakshi - In: Journal of electronic commerce in organizations : JECO 20 (2022) 2, pp. 1-21

Persistent link: https://www.econbiz.de/10014306965