Purpose – This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand … preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and … congruity, the results revealed that symbolic image congruity had a negative impact on Chinese consumers' brand preference when …

trial and repeat purchase behaviors, and how their experiences with the cobranded extensions further affect parent brand … research on single‐brand based extensions, it is found that host brand loyalty has a positive effect on both trial and repeat … purchases when the host brand is not a market‐leader. Due to the introduction of the cobranded extension, host brand experiences …

Purpose – Despite the prevalence with which firms change the brand names they use, this research stream has received … little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would … decrease their market share. This research aims to identify key influences that might enable companies to minimise their brand …

to hypothesize that the perceived quality of manufacturer brands, brand involvement, attitude toward private‐label brands …, brand involvement and attitude towards private‐label brands as well as a moderating effect of age on the relationship … implications of the study findings for brand management and marketing theory development, as well as avenues for further research …

Purpose – The main purpose of this article is to present a research study of brand extension with developing an … pariser sausages products and the brand called Poli. Poli is the first chicken pariser sausage on the European market and the … abovementioned brand, was how to fully utilize the strength of the Poli brand. The article concentrates on the results of the …

aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process … illuminate the antecedents of self‐brand connection and brand advocacy in the context of city branding. The model is then tested …/entertainment approach to its branding efforts. Findings – Findings indicate that brand associations, including attitude toward the branding …

Purpose – The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper … and accessibility make a strong and significant contribution to automobile brand choice in Ghana. Originality/value – The …