During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's...

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift...

Purpose: The present paper aims at investigating the relationship between perceived Brand personality and consumer brand relationship. The study relied on the premise that brand is a partner in a dyadic relationship with consumer and brand personality plays an important role in the establishment...