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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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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
openaire +3 more sources
Destination Brand Associations
Encyclopedia of Tourism Management and Marketing, 2022Xi Fang +2 more
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Intended brand associations: Do they really drive consumer response?
Journal of Business Research, 2014 Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap of actual consumer brand associations and management ...
Koll, Oliver, von Wallpach, Sylvia
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Journal of Strategic Marketing, 2021
Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport ...
J. Doyle +4 more
semanticscholar +1 more source
Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport ...
J. Doyle +4 more
semanticscholar +1 more source
, 2020
The role of brand associations and team identity in the sport management literature has received significant attention; however, there exists opportunities to investigate the way they impact one another over time.
Henry Wear, Bob Heere
semanticscholar +1 more source
The role of brand associations and team identity in the sport management literature has received significant attention; however, there exists opportunities to investigate the way they impact one another over time.
Henry Wear, Bob Heere
semanticscholar +1 more source
New Brands: Contextual Differences and Development of Brand Associations Over Time
Journal of Sport Management, 2019Acknowledging the prevalence of new brands and rebranding activities in the present sport landscape, the current research examined consumer perceptions of new sport brands over time.
J. Daniels, Thilo Kunkel, A. Karg
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Behavioral brand loyalty and consumer brand associations
Journal of Business Research, 2013Abstract 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
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