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 … relationship between the perceived personality of the test brand and strength of consumer brand association. The research is based …

loose agglomerations of trademarks but, instead, contain complex structures that coherently protect a company’s brand. I … and make them visible. Brand management decisions can therefore be observed through trademarks. When new products are … introduced, brand management deals with decisions to either create new brands or use existing ones. Such decisions require …

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer … leaders and shelf space adjacency, retailers routinely create brand spillovers for their profit, and trademark law generally … has not restricted these activities. Online intermediaries, such as search engines, also create and profit from brand …

People often associate human characteristics with brands such that the notion of brand personality has become part of … fixed or malleable) affect inferences about the malleability of a brand's traits. In study 1, we document how consumers who … believe traits are malleable (incremental theorists) are more likely to be accepting of brand repositioning and brand …

This paper proposes that narrative processing creates or enhances self-brand connections because people generally …, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information … onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked …