a promising outlet for manufacturer brands? Is it an effective means to attract new buyers? Which combination of brand …' sales at a discounter is from new brand buyers. Discounters typically benefit less, as only 29 percent of brand sales are … will benefit both the manufacturers and the discounters. Examination of the substantial cross‐brand differences reveals …

Purpose – Previous research demonstrates the importance of product category fit in evaluating brand alliances. However …, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that … the evaluation is a question not only of product category fit, but also of brand concept consistency. Therefore, this …

model aimed at measuring the effectiveness of each brand's defence strategies in deterring entry and limiting the market …

Purpose – While the body of work exploring brand orientation has grown, there has been a general failure to build on … extant research and generate a holistic conceptualization of brand orientation. This paper aims to develop a model of the key … drivers, impediments and manifestations of brand orientation in a museum context. Design/methodology/approach – A collective …

Purpose – The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand … community to identification with that community and identification with the brand‐owner, and thereby close a gap in the … potentially mediating brand‐related constructs, a cross‐sectional questionnaire‐based survey was carried out at a brandfest …

consumers' brand impressions. Design/methodology/approach – Integrating and extending design perception with congruence and … bimodal designs (Modern, Big Grip, Prototypical‐Small, Boxy Billboards, and Prototypical‐Large) based on brand visual and … haptic factors. Study 2 relates these types to unique single‐modal brand impressions. Study 3 determines how consumers …

Purpose – This paper aims to contribute to the development of a film brand theory and in doing so, illustrate the … function as risk‐reducing shorthand devices. Consumers look to brand characteristics as communicated through brand cues … relational modes of thinking about brands and consumers to consider the temporal nature of brand meanings. Practical implications …

Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand … functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes … whether the impact of these brand values in building brand outcomes depends on consumers’ age. Design …

management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how … and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers … significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is …

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically … assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based … to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant …