Results 301 to 310 of about 847,596 (330)

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   +2 more sources

Strategic brand association maps: developing brand insight

Journal of Product & Brand Management, 2011
PurposeThe primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis key competitors.Design/methodology/approachThe authors integrate free association protocols, response latency, and more conventional scale items to develop a strategic
Brian D. Till, Daniel Baack, Brian Waterman   +2 more
openaire   +1 more source

Brand Attribute Associations, Emotional Consumer-Brand Relationship and Evaluation of Brand Extensions

Australasian Marketing Journal, 2019
This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature.
Naser Pourazad, Lara Stocchi, Vipul Pare
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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

The Influence Of Brand Awareness And Brand Association On Netflix Brand Equity Through Brand Loyalty

International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM)
Abstract        The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness ...
Natalie, Felicia, Anggriani, Rini, Faerrosa, Lady   +2 more
openaire   +2 more sources