Results 241 to 250 of about 5,078,384 (299)

The influence of brand color identity on brand association and loyalty

Journal of Product & Brand Management, 2019
PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey.
ChangHyun Jin, MoonSun Yoon, JungYong Lee   +2 more
openaire   +2 more sources

Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations

SSRN Electronic Journal, 2002
Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little known ingredient brands, joint branding is an opportunity for
Chris Janiszewski, Lien Kwee, Tom Meyvis
openaire   +1 more source

Behavioral brand loyalty and consumer brand associations

Journal of Business Research, 2013
Abstract Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current propensity to give brand associations.
Jenni Romaniuk, Magda Nenycz-Thiel
openaire   +1 more source

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

International Journal of Advertising, 2021
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar   +1 more source

The evaluation of a brand association density metric

Journal of Product & Brand Management, 2019
Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies
M. Vriens, Song Chen, Judith Schomaker
semanticscholar   +1 more source

Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India

Journal of creative communications, 2019
The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated.
Mitesh Jayswal, P. Vora
semanticscholar   +1 more source

Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands

International Journal of Electronic Commerce, 2008
The temporal and spatial separation between on-line retail brands and their customers means that on-line transactions are characterized by uncertainty, anonymity, and lack of control. The resulting high perception of risk and fear of opportunism make trust a crucial element of electronic commerce.
Elena Delgado-Ballester, Miguel Hernández-Espallardo   +1 more
openaire   +1 more source

Guilty through association: brand association transfer to brand alliances

Journal of Consumer Marketing, 2005
PurposeUnderstanding brand associations and their role in the formation of attitude towards brands is necessary for managers to understand fully the dynamics of their brands and how consumers evaluate and make brand choices. This research paper aims to explore the role of brand associations in the formation of an attitude towards a brand alliance ...
openaire   +1 more source

When others show off my brand: self-brand association and conspicuous consumption

, 2019
Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses.
Jie Li, Shuojia Guo, Jonathan Z. Zhang, Liben Sun   +3 more
semanticscholar   +1 more source