Results 161 to 170 of about 23,304 (213)

Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands

European Journal of Marketing, 2012
PurposeThis study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands.Design/methodology/approachUsing a sample of Australian consumers, this study ...
Fang Liu, Jianyao Li, Dick Mizerski
exaly   +2 more sources

On the Effect of Brand Attitude on Brand Purchasing

2011 International Conference on Management and Service Science, 2011
Brand attitude always is one of most important factors influencing consumer behavior. This paper would focus on the effect of brand attitude on the brand buying intention. The results show that the brand attitude can moderate the relative importance of purchasing intention determinants.
Dan Yu, Keyi Wang
openaire   +1 more source

The Effect of Brand Attitude and Brand Image on Brand Equity

Journal of Marketing Theory and Practice, 2001
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adapted ...
James B. Faircloth, Louis M. Capella, Bruce L. Alford   +2 more
openaire   +1 more source

The effects of brand hearsay on brand trust and brand attitudes

Journal of Hospitality Marketing & Management, 2019
Utilizing Grace and O’Cass’s Service Brand Verdict (SBV) framework, this research suggests that brand hearsay (i.e., advertising/promotion, word-of-mouth, and non-paid publicity) affects brand trus...
Eun-Jung Kim, Soon-Ho Kim, Yong-Ki Lee
openaire   +1 more source

Sponsorship: Impact on Brand Awareness and Brand Attitudes

Social Marketing Quarterly, 2002
Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations.
Geoffrey Jalleh, Robert J. Donovan, Billie Giles-Corti, C. D'Arcy J. Holman   +3 more
openaire   +1 more source

The Influence of Brand Ambiguity on Brand Attitude Development

Journal of Marketing Research, 1971
This article presents the results of an experimental study of the dynamics of attitude development toward a new brand. The role of consumer familiarity with a new brand name in evaluation of product characteristics is examined.
Stephen J. Miller, Michael B. Mazis, Peter L. Wright   +2 more
openaire   +1 more source

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

Intelligent Decision Technologies
In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and ...
openaire   +1 more source