This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey...

This article examines the market power of branded prescription drugs faced with generic competition. Using prescription-level and matched socioeconomic panel data of the entire Swedish population between 2010 and 2016, I provide evidence for the key role of switching costs. A discontinuity...

This article focuses on the optimal international trade policy considered product differentiations. A duopoly model with a home firm in a developing country and a foreign firm in a developed country is established. The findings indicate that, the optimal tariff relies on the product...

Zahlreiche Studien haben den Einfluss von Markeneigenschaften auf die Markenerweiterbarkeit (d.h., das Ausmass, zu dem eine Marke für Markenerweiterungen genutzt werden kann, die in positiven Ergebnissen für die Marke resultieren) untersucht. Jedoch sind trotz der hohen Relevanz der...

In this paper, we analyze the strategic role of the recent introduction of national brand products by hard discounters in the French market and its impact both at the retail and manufacturer levels. We use a structural econometric model of vertical relationships that takes into account the...

This article considers the customer’s trust and commitment variables in attaining the much desired brand loyalty. In this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand loyalty, which would be useful for companies with a...

Social media marketing has provided easy access to consumers. Luxury brands frequently keep posted their collections and proceedings on social media with the aim to save interest, engagement, create awareness as well as shape loyalties. This research is conducted in three randomly selected...

In the rural areas where there is an economic potential clearly defined by the agricultural or commercial activities, tourism is the business key within reach. Under the circumstances, the socio-economic reflex takes the form of developing projects for tourist services, especially in the places...

The present study aimed at exploring the extent to which users model their behavior-as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow-on other users. This distinction can help marketers and social media...

The purpose of this paper is to identify and evaluate the value of financial performance in relation to the value of investments made in this type of intangible assets. In this context, we focused on the idea of presenting an overview of what the investment for the brand is and how it lends...

The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers ( patrician , parvenus and poseur ) in the context of luxury brand fashion. Data were obtained from a sample...

We investigate the relationship between external quality evaluation via experts, firm reputation and product prices and extend the existing empirical literature in three dimensions. First, we empirically account for endogenous reputation effects. An increase in quality has an immediate positive...

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner can internalize the development of the extension product, or license the brand to an external partner in order to exploit the licensee’s better capabilities and higher...

The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media...

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...

In the 21st century, the growth of each country's economy is now mostly influenced by the assets based on physical or non-physical grounds. These invisible assets are, as explained by various studies, supporting that they are one of the most important driving forces in the country's economy to...

Purpose This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA:...

Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of...

The purpose of the study was to investigate and analyze the relationships among three research variables: brand Image, brand Identification and brand Personality. Standard surveys were administered to 1032 subjects who had knowledge of Volvo and the Volvo endorsement by Jeremy Lin and had...

Background: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development. Objectives: The main purpose of this study was to explore how the reputation and images of universities affect their...

Internationell utblick -- Insatser för brandbekämpning -- Sammanfattning -- -- Lärdomar från sommarens bränder och förslag till nordiska samarbetsområden -- Internationell utblick – bränder utanför Norden -- Vädret i Norden -- Förord -- Skogsbränder i Norden sommaren 2018 --...

The growth of e-commerce has highlighted the importance of express courier service (ECS). We empirically study consumer's choice of ECS in purchasing goods online. This research aims to examine the effect of service quality (SQ), shipping cost, brand, and attitude towards customers' intention to...

The aim of present study was to investigate the relationship between brand identity with brand loyalty regard to the mediating role of perceived value of the brand, brand trust, and customer satisfaction of brand. The research method was descriptive/monitoring -correlation type. The population...