Results 301 to 310 of about 2,297,855 (333)

How Branded Entertainment Shapes Consumers' Brand Attitudes

2015
This chapter investigates how consumers' brand attitudes are influenced by an advanced form of branded entertainment: the Advertiser-Funded Program. Based on prior work on brand placement, hybrid advertising, and branded entertainment, a model is constructed that captures the interplay of three key determinants of brand attitudes: program liking ...
Verhellen, Yann, Dens, Nathalie, De Pelsmacker, Patrick   +2 more
openaire   +2 more sources

Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention

Global Business Review, 2018
The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility.
R. Singh, Neelotpaul Banerjee
semanticscholar   +1 more source

Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?

Journal of Marketing Research, 1985
The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand evaluation—are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation
openaire   +1 more source

Do consumers have brand attitudes?

Journal of Economic Psychology, 1982
Abstract Theory and empirical evidence suggest that although the consumer is likely to hold attitudes towards stands on familiar social issues, attitudes are less likely to be held towards familiar branded products. In light of the pivotal role that attitudes have played in explaining consumer brand choice behavior, some theoretical implications of ...
John L. Lastovicka, E.H. Bonfield
openaire   +1 more source

Can brand activism help stigmatized brands? Examining the roles of prior brand attitude, social issue attitude and consumer brand engagement

Asia Pacific Journal of Marketing and Logistics
Purpose Brand activism, defined as brands' participation in social issues, has emerged as an effective marketing tool for enhancing consumer brand engagement and purchase intention. However, its effectiveness for stigmatized brands remains unexamined.
Hao Huang, Hsiu-Li Chen
openaire   +1 more source

Consumer attitude towards brand extension

Journal of Indian Business Research, 2013
PurposeThe present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors.
Kavita Srivastava, Narendra K. Sharma
openaire   +1 more source

Attitude toward Private Label Brands

2016
The primary aim of this study was to identify the determinants of attitude toward Private Labels (PLs) in Spain in one of the most important industries for such brands: the Fast-Moving Consumer Goods (FMCG) industry. To this end, a conceptual model was proposed based on a review of the relevant literature in the field. To test the model, a database was
Mónica Gómez-Suárez, María Pilar Martínez-Ruiz   +1 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

Perceptions, Attitudes and Luxury Brands

2012
The Australian market for luxury brands has been largely overlooked, but in the first decade of the new millennium it has quietly developed into a success story for the luxury industry with “international luxury executives consistently remarking that Australia is a surprisingly sophisticated market“ [23].
Nicole Stegemann, Sara Denize, Kenneth E. Miller   +2 more
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