This research represents an effort to fill the gap between brand development studies focusing expressly on Western … brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are … perspective sheds light on how consumers co-create brand meaning for cultural heritage brands, and clarifies concepts of brand …

, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and … explain the possible relationships between various brand narratives based on the changing meaning of retirement and brand … impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 …

Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand …. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand … loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the …

Although many studies have documented that in-store displays and feature advertising can significantly increase brand … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different … approach the brand should be treated as a complex entity. The author argues that the modern approach goes beyond its … traditional definition of a brand in its visual features acting as a differentiating device. The modern approach to brand …