Results 41 to 50 of about 23,304 (213)

A study of brand preference: An experiential view [PDF]

, 2013
This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityConsumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers.
Ebrahim, Reham Shawky
core  

Changing affective content in brand and product attributes [PDF]

, 2009
This article is © Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8429).
Shackleton, John, Marcus Abbott, Giacomin, J, Joseph Giacomin, Abbott, M, Giacomin, Joseph, Shackleton, J, John Shackleton, Holland, R, Ray Holland, Abbott, Marcus, Holland, Ray   +11 more
core   +1 more source

The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia [PDF]

Innovative Marketing
Brands use influencers to approach their target market and promote their products. When influencers advertise and recommend cosmetic products, their followers are more likely to believe they are high-quality and safe. This study aims to determine whether
Cheery Pur Damayanti, Dara Ninggar, Catur Sugiarto   +2 more
doaj   +1 more source

Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

Management Letters/Cuadernos de Gestión, 2022
Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating ...
M.ª Belén Prados Peña
doaj   +1 more source

ANTECEDENTES DA INTENÇÃO DE COMPRA DE MARCAS PRÓPRIAS: UM ESTUDO NO MERCADO EMERGENTE [PDF]

RAE: Revista de Administração de Empresas, 2016
The present study investigates predictors of store brand purchase intention and the interrelations between them. It deepens the research about purchase intention formation using a modelling of constructs that have not been simultaneously examined in ...
Lúcia Aparecida da Silva Borges, Dirceu Tornavoi de Carvalho, Cláudio de Souza Miranda   +2 more
doaj  

The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research

Türk Spor ve Egzersiz Dergisi, 2020
Enterprises operating in international markets in a globalizing world must take many factors into consideration in their activities. Country of origin effect and consumer ethnocentrism are among these factors.
Murat Arslandere, Yusuf Er
doaj  

DOES THE NEED FOR COGNITION, NEED FOR AFFECT AND PERCEIVED HUMOUR INFLUENCE CONSUMERS’ ATTITUDES TOWARDS THE ADVERTISED BRANDS?

International Journal of Management Studies, 2020
Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model ...
Hafizah Omar Zaki, Yusniza Kamarulzaman, Mozard Mohtar   +2 more
doaj   +1 more source

How perceived corporate social responsibility and consumer brand preference are linked in pre-emerging economies: the role of brand credibility and brand attitude

Cogent Business & Management
Despite the inclusive beneficiation inherent in Corporate Social Responsibility (CSR), emergent literature suggests that it has become a serendipitous differentiation strategy.
Phillip Dangaiso, Paul Mukucha, Divaries Cosmas Jaravaza, Forbes Makudza   +3 more
doaj   +1 more source

The Effect of Drama Types and Brand Familiarity on Brand Attitude in Brand Placement

American Journal of Industrial and Business Management, 2019
Recent years, with the popularity of the costume drama, brand placement began to appear in the costume drama, such as “vip.com” in drama “Fighter of the Destiny”, and “Unifon” in the drama “Princess Agents”. This phenomenon is very controversial while attracting eyeballs.
Ziying Liu, Ding Pan, Ya Xu
openaire   +2 more sources

Customer relationship management for brand commitment and brand loyalty

, 2015
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector.
Wright, Len, Wali, Andy Fred, Wright, Len Tiu, Uduma, Idika Awa   +3 more
core