Results 351 to 360 of about 5,030,655 (363)
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Factors influencing brand association
, 2013The purpose of this study is to investigate brand management alternatives (includes the susceptibility to global consumer culture, perceived brand globalness and brand investment) influence on brand cognition (includes brand association through brand ...
Tser-yieth Chen +2 more
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The role of functional and symbolic brand associations on brand loyalty
Journal of Fashion Marketing and Management, 2015Purpose– The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands.Design/methodology/approach– A ...
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Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands
International Journal of Electronic Commerce, 2008The 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 +1 more
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2019
Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
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Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
openaire +1 more source
Journal of Product & Brand Management, 2001
The purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature review, two types of brand association are identified. One is product association including functional attribute association and non‐functional attribute association.
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The purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature review, two types of brand association are identified. One is product association including functional attribute association and non‐functional attribute association.
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N400 correlate of brand associations
Journal of Economic Psychology, 2022Nedelko, Anastasia +8 more
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The corporate brand association base
European Journal of Marketing, 2006PurposeThe purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.Design/methodology/approachA semiotic approach is used to describe image transfer processes ...
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An exploration of the propensity of consumers to recall brand associations for fabricated brands
This conceptual paper discusses the investigation of the recall of brand associations of consumer for brands of high and low salience, as well as for fabricated brands. There has been research on brand associations for 'fake' or counterfeit brands, and also for brands with low residual awareness, but there has been little research on the role of brand ...Vieceli, Julian, Chifamba, Clive
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Country-of-Origin and Airline Brand Effects: A Study of Brand Associations
2016This study examines linkages between country-of-origin brand (country brand) and operator brand using examples in the airline industry. A review of literature examines brand associations that may be (a) shared among the country brand and an airline or (b) are unique to an airline. The importance of both shared and unique association is highlighted. The
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Influence of the ‘slow city’ brand association on the behavioural intention of potential tourists
, 2019Hee-Jung Park, Timothy J. Lee
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