Results 261 to 270 of about 419,473 (307)

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

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
exaly   +2 more sources

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

The Effects of Self-congruity with Wine Brand on Brand Attitude and Brand Loyalty

The Tourism Sciences Society of Korea, 2016
As consumers, Korean people can afford to buy more bottles of wine than ever before, and they are now interested in and concerned about the quality as well as diversity among brands of wine. However, we should discuss this issue more before we talk about the popularization of wine market in Korea.
Yong-hyun Cho, Hae-Sook Choi
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

The Roles of Brand Awareness, Brand Image, Attitude Towards Celebrity and Attitude Towards Brand on Consumer Purchase Intention

2022
Journal of Family Business and Management Studies, 14, 1, 129 ...
openaire   +1 more source

The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment

2014
Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
openaire   +1 more source

An Assessment of the Impact of Perceived Brand Age on Brand Attitudes

World Journal of Management, 2014
Brand age related factors have been suggested to impact consumers’ attitudes and behaviors. Such relationships might have significant implications for marketing, branding, advertising researchers and practitioners. This study focuses on the impact of perceived brand age and consumers’ attitudes towards new products brought to the market by established ...
Jeffrey Repace, David Gertner
openaire   +1 more source