Results 331 to 340 of about 5,030,655 (363)

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.
Vipul Pare, Lara Stocchi, Naser Pourazad
openaire   +3 more sources

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

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   +2 more sources

Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective

Journal of Travel Research, 2023
Though prior research has addressed the role of virtual reality (VR) in tourism, the dynamics and consequences characterizing tourists’ VR-based brand engagement, which has grown significantly since the pandemic, remain tenuous, as, therefore, explored ...
R. Rather, L. Hollebeek, S. Loureiro, Imran Khan, Rajibul Hasan   +4 more
semanticscholar   +1 more source

Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchasing Decision: Case Study on ACE Hardware Indonesia Consumers

International Journal of Advanced engineering Management and Science, 2019
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing ...
Yosua Giovanni Widjaja
semanticscholar   +1 more source

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   +2 more sources

Association Ambiguity in Brand Extension

Journal of Advertising, 2013
A research method is developed to effectively identify associations that significantly influence the perceived fit of brand extensions. Contrary to extant brand extension studies that mainly focus on the fit of associations, the current study considers the ambiguity of associations. The proposed measure of association ambiguity, defined as the level of
Hye Jin Yoon, Jooyoung Kim
openaire   +2 more sources

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

The measurement and dimensionality of brand associations

Journal of Product & Brand Management, 2000
The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct.
George S. Low, Charles W. Lamb
openaire   +2 more sources

PENGARUH BRAND ASSOCIATION, BRAND LOYALTY, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP BRAND EQUITY PADA BRAND HAPPY BABY

Performa, 2018
Persaingan yang semakin ketat di industri fashion menuntut perusahaan untuk menciptakan brand equity yang kuat di pasaran. Indo Sejahtera merupakan perusahaan yang menyediakan pakaian bayi dengan brand Happy Baby.
Yosef Andre Sucahyo
semanticscholar   +1 more source