Results 221 to 230 of about 27,717 (259)

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
exaly   +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

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

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

The Influence of Brand Associations on Brand Preference and Purchase Intention

Journal of International Consumer Marketing, 2002
Abstract This study examines the preferences and purchase intentions of young South-east Asian consumers. Specifically, the study focuses on the non-product brand associations proposed by Keller (1998) and tests their effects on brand preference rating and purchase intentions toward different brands of fashion apparel.
Aron O'Cass, Kenny Lim
openaire   +1 more source

Consumer recall of brand associations for fabricated brands

Brand associations, or the information that consumers store in memory about a brand and can recall during purchase situations, are seen as an important brand asset. Marketers spend vast amounts of money building brand associations with consumers, and building associations in a variety of situations, and for a variety of usages for the brand.
Vieceli, Julian, Hall, John
openaire   +1 more source

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   +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   +1 more source

Effects of green brand communication on brand associations and attitude

2006
This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences.
Patrick Hartmann, Vanessa Apaolaza Ibáñez   +1 more
openaire   +1 more source