intention by improving their brand image in the minds of the consumers. This research study gives a detailed and comprehensive … variable. A firm should carefully select the celebrity to endorse its brand for effective communication of the message and …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have …

This paper proposes that narrative processing creates or enhances self-brand connections because people generally …, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information … onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked …

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual … letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute …

. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this … intentions and money spent on a brand’s product. This research also establishes that the focal effect occurs for consumers less …Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the …