Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a … possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater … attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches …The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be … evaluation of the target brand (exp. 2). These effects are not accounted for by differences in participants' involvement or …

clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing … campaigns. The society has an enormous appreciation for products and brands with foreign names, especially those names that … derive from the English language. The strategy called foreign branding consists on using foreign names in new brands created …

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand … relationships among brand experience, brand authenticity, and brand equity and customer satisfaction. Especially, it is a valuable … contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …

“brand equity”: the value to a firm or its customers of a brand and of the firm’s efforts to build and maintain that brand …. Internally complex brand equity models, juxtaposed with empirical findings in related psychology and marketing research … and consumption experiences. In a word, branding can bias consumers. The phenomenon of brand bias suggests that the search …

the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands … competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that … the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While …