Results 261 to 270 of about 33,933 (302)

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
exaly   +2 more sources

The impact of brand associations on brand loyalty in the football industry

Sport, Business and Management, 2016
Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football ...
Daniel Maderer
exaly   +2 more sources

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

The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude [PDF]

International Journal of Environmental Research and Public Health, 2020
Yu-Shan Chen, Tai-Wei Chang, Hung-Xin Li   +2 more
exaly   +2 more sources

Brand Oldness Associations

, 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, Huaman-Ramirez, Richard, Cova, Veronique   +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

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