for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty … disconnect between consumers and marketers, and why some brand loyalty programs fall short. It then provides the author's ideas … reminds marketers that a brand is a promise and offers ideas on sustaining brand loyalty among consumers. Originality …

Purpose – The purpose of this paper is to propose and test segmentation of multi‐dimensional customer‐brand …/methodology/approach – A method of segmenting customer‐brand relationships is proposed, based on the development of personal and functions … to which they have personal and functional connections with the brand. These relationship groups display different levels …

take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … business and its products. Qualitative research in the form of a series of in‐depth interviews with experts in brand strategy … the brand management team.  …

Purpose – The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and … extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension … involving 808 consumers was conducted. Three factors were manipulated: parent brand salience, product innovativeness, and the …

Purpose – The purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in … the context of a brand community dedicated to a mainstream Japanese motorcycle brand. Design/methodology/approach – A … product. These findings are reproduced on the brand level, where members of the brand community present a more differentiated …

Purpose – This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand … brand positioning decisions in world markets. Originality/value – This paper is unique in identifying a link between global … brand positioning and segmentation factors.  …