relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing … personality of a test brand and perceptions regarding the quality of the test brand as a relationship partner, and the moderating … effects of the test brand's perceived attractiveness. The research is based upon a survey of 142 graduate and undergraduate …

meaningfully differentiated brands to communicate their strengths. Research limitations/implications – University brand managers … should seek to clearly differentiate their offerings from the competition. Aspects of a university's brand attract students … marketing would be more efficiently used if the principles of brand management taught within them were applied properly.  …

Purpose – In most markets it is possible to identify a brand leader and a number of brand followers. The purpose of …/methodology/approach – Consideration of the way in which these two groups of consumers (brand leaders and followers) trade off product attributes … with the brand. This is not in accordance with conventional wisdom, which leads us to believe that price is most important …

on television and to explore the implications of these factors for the marketing of English cricket as a brand. Design … period. Practical implications – The results suggest that English cricket may indeed be regarded as a brand, and that certain … aspects of cricket's brand identity should be incorporated into marketing communications that promote the sport. Originality …

Purpose – In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model … of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand … consumers, in it and the implications of the concept for brand managers. Design/methodology/approach – The process model of …

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions … – Results show that perceptions of program brand success (failure) have an enhancement (dilution) effect on broadcaster brand … image. Program familiarity intensifies these effects. Results also show that congruity (incongruity) of program brand image …

Purpose – Understanding the context surrounding a brand's role is paramount to knowing what drives consumers to want …' world and, in turn, how marketers deliver brand messages. Design/methodology/approach – The integrated brand development and … needs. Relevancy – the role that a particular brand plays in consumers' lives – is what it is all about. Unless your brand …