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Articles de revues sur le sujet « Brand »

Auteur : Grafiati

Publié le 4 juin 2021

Mis à jour le 25 juillet 2025

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1

JAMASALI, Yusof-den. "Comparative Study on Refrigerators Sold in Turkey." Inspiring Technologies and Innovations 2, no. 1 (2023): 8–16. https://doi.org/10.5281/zenodo.8099747.

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As modernization continues, the lifestyle in domestic settings had become more entwined in the usage of gadgets and appliances. Among the appliances, refrigerators have grown to become one of the most useful in food storage in most countries. It has already become among the key features of any kitchen and hence, an integral part of the home appliances market. This paper presents a comparison of some refrigerators commercially sold in Turkey. The parameters included were brand, type of refrigerator, capacity, price and star ratings. Based on the Pearson correlation price was more strongly posit

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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Originâ€™s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumerâ€™s level of status-seeking motivation is considered when analysing the effect of brandâ€™s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand ass

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Lhotáková, Markéta. "The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands." Studia commercialia Bratislavensia 5, no. 19 (2012): 434–48. http://dx.doi.org/10.2478/v10151-012-0009-4.

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Abstract The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best G

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Aulia Mauliddinia. "Pengaruh Citra Merek, Kepercayaan Merek, Dan Pengalaman Merek Dalam Proses Membangun Merek Sepatu Lokal." Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce 2, no. 4 (2023): 177–90. http://dx.doi.org/10.30640/digital.v2i4.1777.

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The fashion industry, particularly in the rapidly evolving and changing footwear industry, it is important for companies to understand consumer perceptions of brands in order to build and maintain a company’s image. This research aims to understand how Gen Z consumers in DKI Jakarta evaluate brands and react to branding practices by involving brand management constructs, namely brand image, brand trust, brand experience, wich lead to consumer purchase intention. A quantitative research design was employed using the Structural Equation Model (SEM) method, and data analysis employing statistical

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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.

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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the dat

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Yang, Grant, and Jia-Yi Gong. "Comparison and Estimation of Brand Value for the Operation Strategies." Business Prospects 3, no. 1 (2022): 1–11. http://dx.doi.org/10.52288/bp.27089851.2022.06.01.

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Creating a brand is a competitive strategy. In order to prevent other products from replacing their own products, companies will find ways to establish their own brands in order to better control the market since the production of brands is generally considered to be the result of market competition. In recent years, some corporate management consulting companies and brand evaluation agencies have released various brand value lists. However, there is still no unified consensus on the quantitative assessment of brand value. This study introduces key global brand valuation authorities and the me

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Barnet, Katherine, and Sharmila Pixy Ferris. "Brand Loyalty and Online Brand Communities." International Journal of Online Marketing 6, no. 3 (2016): 50–61. http://dx.doi.org/10.4018/ijom.2016070104.

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This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followe

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Kiran, Ammara, Nida Zaheer, Khansa Masood, and Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty." Sustainable Business and Society in Emerging Economies 6, no. 1 (2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.

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Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances

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Chepchirchir, Josphine, and Mark Leting. "Effects of Brand Quality, Brand Prestige on Brand Purchase Intention of Mobile Phone Brands: Empirical Assessment from Kenya." International Journal of Management Science and Business Administration 1, no. 11 (2015): 7–14. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.111.1001.

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This study aims to empirically examine the relationship between Brand quality, brand prestige and brand purchase intention of mobile phone brands in Kenya. A survey was used to collect data from a sample of 322 respondents. Data were analyzed by employing correlation, Analysis of Variance (ANOVA) and multiple regression analysis. The results revealed that brand quality and brand prestige are positively associated with consumer brand purchase intention. The generalizability of the findings is limited as the study focuses only on Kenya. Based on the findings, companies involved in branding of mo

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Ajitha, Savarimuthu, George Saji, and Kumar Mohanchandran Dileep. "Impact of Brand Experience and Continuous Brand Satisfaction on Brand Love." Empirical Economics Letters 22, September Special Issue 1 (2023): 11–23. https://doi.org/10.5281/zenodo.8412664.

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<strong>Abstract: </strong>Brand love has been influenced by various important marketing variables. Long-standing difficulties with considerable literature coverage include consumers creating emotional bonds with brands and the bond attaching oneself to a product-brand. This relationship's primary input is brand experience, and its primary output is brand love. It explains the brands love specially positioned by the consumer as the brand satisfaction is continuous and the characteristics of them are intended to study in this research. Brand experience positively influences the brand satisf

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Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love." Korea International Trade Research Institute 19, no. 1 (2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.

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Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand

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Chang, Joseph W., and D. Steven White. "The adverse effects of inferior innovations." Management & Marketing 12, no. 3 (2017): 361–75. http://dx.doi.org/10.1515/mmcks-2017-0022.

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AbstractThis research advances brand innovation research by examining the adverse effects of inferior innovative extensions on the brand innovability of own parent brands. Brand innovability conceptually consists of brand quality and innovativeness. The results reveal that radical and incremental inferior innovations exert asymmetric adverse effects on brand quality and innovability. For brand quality, inferior radical innovations exert more negative impacts on the quality of pioneer brands than on the quality of follower brands. However, inferior incremental innovations exert identical negati

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Lieven, Theo, and Christian Hildebrand. "The impact of brand gender on brand equity." International Marketing Review 33, no. 2 (2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.

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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additio

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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina

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Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality." Journal of Product & Brand Management 29, no. 7 (2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.

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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, bra

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Leonaviciute, Agne, Beata Seinauskiene, Jurate Mascinskiene, and Laima Jeseviciute-Ufartiene. "Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment." Economics and Culture 21, no. 2 (2024): 150–61. https://doi.org/10.2478/jec-2024-0025.

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Abstract Research aim . Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result, the drivers of brand authenticity are gaining momentum as an important research object. The role of brand virtuousness and its connection to brand authenticity and brand attachment has received limited attention from the consumer perspective. Meanwhile, the relationship between virtuousness and authenticity has been thoroughly investigated in other fields, such as personality research. Based on personality lite

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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference." European Journal of Marketing 49, no. 1/2 (2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.

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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and

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Pinarbasi, Fatih, and Ebru Enginkaya. "Consumer negativity towards brands: Brand hate or brand switch." Pressacademia 9, no. 9 (2019): 78–80. http://dx.doi.org/10.17261/pressacademia.2019.1070.

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Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.

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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and b

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Qamar-un-Nisa and Mehr-un-Nisa. "Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality." Human Nature Journal of Social Sciences 4, no. 2 (2023): 716–33. https://doi.org/10.71016/hnjss/tzxtwf40.

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Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of brand personality by collecting responses from the customers of fast food brands in the Lahore city of Pakistan. Methodology: The sample size of the study is comprised of 351 consumers of fast food brands in the Lahore city, including McDonalds,

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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown, and Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.

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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own

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Zhao, Taiyang, Ziwei Liang, Yuqi Du, Ershuai Huang, and Yun Zou. "When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference." Journal of Theoretical and Applied Electronic Commerce Research 19, no. 4 (2024): 3123–36. http://dx.doi.org/10.3390/jtaer19040151.

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Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection o

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Abdur Rehman Baig and Narmeen Ali Shah. "<b>Responsible Brands vs Active Brands? An Examination Of Brand Personality</b><b>On Brand Awareness, Brand Trust &</b><b> </b><b>Brand Loyalty</b>." Journal of Management & Social Science 2, no. 2 (2025): 308–32. https://doi.org/10.63075/7myhdq45.

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This research explores the role of brand personality traits, namely responsible and active personalities, in consumer-brand relationships with a focus on brand awareness, brand trust, and brand loyalty. This research uses Aaker's (1997) Brand Personality Scale and tests the effects of responsible brands (as stable, down-to-earth, and reliable) and active brands (as dynamic, innovative, and energetic) on consumer attitudes and behaviors. A quantitative research approach was used, involving a seven-point Likert scale survey among 200 respondents from Pakistan's retail sector. Partial Least Squar

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Yuliana, Lingga, Nurliya Apriyana, and Muhammad Adam Fadillah. "Analisis Brand Signature dan Brand Logo Terhadap Brand Performance." Widya Cipta: Jurnal Sekretari dan Manajemen 7, no. 2 (2023): 98–104. http://dx.doi.org/10.31294/widyacipta.v7i2.15205.

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Peluang usaha skincare menjadi begitu menjanjikan belakangan karena memiliki pangsa pasar yang sangat luas. Tujuan penelitian ini adalah menganalisis brand signature dan brand logo terhadap brand performance dengan studi kasus merek skincare lokal. Research gap dalam penelitian ini adalah knowledge gap dimana penelitian ini akan memberikan pengetahuan mengenai brand signature dan brand logo terhadap brand performance. Dimana korelasi antara brand signature dan brand logo serta brand signature terhadap brand performance serta brand logo dengan brand performance belum ada penelitian sebelumnya.

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Megha, Dua. "Brand Loyalty and the Perception of Indian Buyers." International Journal of Trend in Scientific Research and Development 2, no. 4 (2018): 1284–88. https://doi.org/10.31142/ijtsrd12824.

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Customer loyalty often termed as brand loyalty is a way by which businesses run. Keeping the customer happy should be of the main concern for a business. Indian consumers are known for their loyalty. Retaining the consumer in is more profitable then finding a new one. As the economy is gaining momentum, significant changes are taking place in the economy. Winning consumers mind by creating impressions and retaining the position of brand in the economy can do wonders. Today brands are creating a great impression in the minds while competition among the existing brands is giving birth to brand s

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Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.

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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/ap

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Petzer, Danie, Pierre Mostert, Liezl-Marie Kruger, and Stefanie Kuhn. "The dimensions of brand romance as predictors of brand loyalty among cell phone users." South African Journal of Economic and Management Sciences 17, no. 4 (2014): 457–70. http://dx.doi.org/10.4102/sajems.v17i4.721.

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In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In t

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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez, and Bashar S. Gammoh. "Corporate brands as brand allies." Journal of Product & Brand Management 27, no. 1 (2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.

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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a pro

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Bapat, Dhananjay. "Impact of brand familiarity on brands experience dimensions for financial services brands." International Journal of Bank Marketing 35, no. 4 (2017): 637–48. http://dx.doi.org/10.1108/ijbm-05-2016-0066.

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Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity

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Muroyiwa, O., R. Abratt, and M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa." South African Journal of Business Management 48, no. 1 (2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identif

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Wallace, Elaine, Isabel Buil, and Leslie de Chernatony. "Consumer engagement with self-expressive brands: brand love and WOM outcomes." Journal of Product & Brand Management 23, no. 1 (2014): 33–42. http://dx.doi.org/10.1108/jpbm-06-2013-0326.

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Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance. Design/methodology/approach – Findings are presented from a survey of Facebook users who engage with a brand by “liking” it. Findings – Brands “liked” are expressive of the inner or social self. The study identifies a positive relationshi

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Yaran Ögel, İlkin. "The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement." Journal of Applied And Theoretical Social Sciences 3, no. 4 (2021): 306–29. http://dx.doi.org/10.37241/jatss.2021.39.

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As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while

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González-Benito, Óscar, Mercedes Martos-Partal, and Mariana Fustinoni-Venturini. "Brand Equity and Store Brand Tiers: An Analysis Based on an Experimental Design." International Journal of Market Research 57, no. 1 (2015): 73–94. http://dx.doi.org/10.2501/ijmr-2015-006.

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The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands. A few exceptions analyse store brands from an aggregate perspective, without differentiating their types. The present study instead considers the effect of store brand tiers (e.g. generics, standard, premium) on brand equity. An experimental design compares scores for different store and manufacturer brands across branded and unbranded tests

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Giertz, Johann N., Linda D. Hollebeek, Welf H. Weiger, and Maik Hammerschmidt. "The invisible leash: when human brands hijack corporate brands' consumer relationships." Journal of Service Management 33, no. 3 (2022): 485–95. http://dx.doi.org/10.1108/josm-06-2021-0211.

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PurposeCorporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.Design/methodology/approachTo explore these issues, this conceptual paper reviews and

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Su, Jin, and Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry." Journal of Product & Brand Management 24, no. 2 (2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.

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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity,

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Nareswari, Ayu. "Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands." Jurnal Ilmu Manajemen Advantage 7, no. 2 (2023): 199–207. http://dx.doi.org/10.30741/adv.v7i2.1207.

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Finding out and assessing how global brand compassion affects global brand love and globalness in the direction of sustainable brand is the aim of this study. The primary source of data for this study was the answers that participants gave to the questionnaire items. All MSMEs in Jember Regency that export goods make up the population used. Thus, the study's sample consists of up to 100 MSMEs exporting goods from Jember Regency. The Structural Equation Model (SEM) with SmartPLS is the analytical tool utilized in this work. The findings demonstrated that Sustainable Brand benefits from Brand Gl

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Rather, Raouf Ahmad, Jyoti Sharma, and Murtaza Hassan Itoo. "Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands." Abhigyan 36, no. 2 (2018): 41–50. http://dx.doi.org/10.56401/abhigyan/36.2.2018.41-50.

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Rather, Raouf Ahmad, Jyoti Sharma, and Murtaza Hassan Itoo. "Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands." Abhigyan 36, no. 2 (2018): 41–50. http://dx.doi.org/10.56401/abhigyan_36.2.2018.41-50.

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Tang, Yuxin, Shengfeng Zan, and Xiaowen Zhang. "A Comparative Study on the Competitiveness of Knowledge-Driven Sports Brands." Wireless Communications and Mobile Computing 2022 (May 23, 2022): 1–11. http://dx.doi.org/10.1155/2022/2489568.

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With the rapid development of science and technology, sports brands are increasingly relying on knowledge-driven technology. This study uses the competitive advantage theory, comparative advantage theory, and knowledge-driven theory, referring to the evaluation principles of scientificity, operability, and effectiveness, and selects Anta, Li Ning, and Adidas as the research objects of knowledge-driven sports brand competitiveness. Using Yaaph12.7 software and multilevel index entropy method, we assign and calculate 4 secondary indexes, 12 tertiary indexes, and 35 4th-level indexes of brand str

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Warren, Caleb, Rajeev Batra, Sandra Maria Correia Loureiro, and Richard P. Bagozzi. "Brand Coolness." Journal of Marketing 83, no. 5 (2019): 36–56. http://dx.doi.org/10.1177/0022242919857698.

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Marketers strive to create cool brands, but the literature does not offer a blueprint for what “brand coolness” means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize brand coolness and identify a set of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived to be extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. In nine quantitative studies (surveys and experiments), th

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Hur, Won-Moo, Minsung Kim, and Hanna Kim. "The Role of Brand Trust in Male Customers' Relationship to Luxury Brands." Psychological Reports 114, no. 2 (2014): 609–24. http://dx.doi.org/10.2466/01.07.pr0.114k15w8.

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This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample ( N=400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the gr

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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.

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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived bra

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Khurdei, Viktoriia, Viktoriia Datsenko, Tetiana Dronova, Dmytro Mishchenko, and Irina Pavlovska. "FORMULATION OF A MARKETING STRATEGY FOR COMPANY BRAND MANAGEMENT." Economies' Horizons, no. 1(23) (March 31, 2023): 4–14. http://dx.doi.org/10.31499/2616-5236.1(23).2023.272720.

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The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand. It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the ar

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Cheng, Rong, Weimin Ma, and Hua Ke. "Store-brand introduction and production arrangement in the presence of multiple retailers." RAIRO - Operations Research 54, no. 3 (2020): 827–43. http://dx.doi.org/10.1051/ro/2019035.

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Store brands play an increasingly important role in retailing business, leading more and more retailers to introduce store brands. Abundant research focuses on competition between store brands and national brands and counterstrategies that national-brand manufacturers can take to counter store-brand introduction. A little research studies the store-brand production issue, however, all under single-retailer scenarios. To approach the real world, we employ game theory to model interaction between a national-brand manufacturer and multiple locally monopolist retailers, one of whom has capability

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Won, June, and J. Lucy Lee. "The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation." International Journal of Sports Marketing and Sponsorship 21, no. 2 (2020): 285–303. http://dx.doi.org/10.1108/ijsms-09-2019-0100.

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PurposeThe purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.Design/methodology/approachThe research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorse

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Wang, Lili, and Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation." European Journal of Marketing 51, no. 5/6 (2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.

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Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to

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Li, Yifan. "A Study on the Consumption Psychology of Chinese College Students Towards the Clothing Brand Brandy Melville." Advances in Economics, Management and Political Sciences 144, no. 1 (2025): 167–72. https://doi.org/10.54254/2754-1169/2024.ga19076.

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This study examines the consumption psychology of Chinese college students towards Brandy Melville, an Italian fast-fashion brand with a "one size fits most" policy, known for its California girl aesthetic and social media-driven marketing. The research is crucial for understanding how social media influences youth fashion choices and aiding Brandy Melville in strategizing for the Chinese market. Through a quantitative survey distributed on social platforms, 48 valid responses focusing on purchasing behavior, psychological motivations, and consumer feedback were collected. Key findings indicat

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Macías, Washington, and Julio Cerviño. "Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions." Review of Marketing Science 16, no. 1 (2019): 1–24. http://dx.doi.org/10.1515/roms-2019-0005.

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Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a f

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Zhou, Yanhan. "Analysis of the Reasons for the High Price of Luxury Goods Based on Consumer Psychology." Journal of Education, Humanities and Social Sciences 35 (July 4, 2024): 588–94. http://dx.doi.org/10.54097/p9agt855.

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It is commonly known that the price of luxury brand products is usually much higher than that of ordinary similar products, and the price fluctuation of luxury brand products is small and relatively stable. Moreover, even though luxury goods have high prices, they always have stable consumer groups and market demand. Although extensive research has been carried out on the consumer psychology, and how the consumer influences the pricing of luxury brands, no sufficient study which can explain how the brand DNA affect the luxury brands pricing. Therefore, it is crucial to analyze the influence of

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Fanandaru, Esti Mulya, Kurniawati Kurniawati, Nofi Wahyuni, and Yunita Septiani. "BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND." International Journal of Application on Economics and Business 1, no. 2 (2023): 651–69. http://dx.doi.org/10.24912/v1i2.651-669.

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Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience,

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