Results 241 to 250 of about 2,017,766 (285)

Measuring Perceptions of Brand Luxury

Journal of Brand Management, 2004
What distinguishes high-luxury brands from those that are low on luxury? This chapter discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described.
Franck Vigneron, Lester W Johnson
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A Brand Like a Friend—How Brand Likeability Influences Brand Perception

International Journal of Market Research, 2021
Being the customer’s friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions
Martin Ohlwein, Pascal Bruno
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Consumer perceptions of store brands versus national brands

Journal of Consumer Marketing, 2005
PurposeThe objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty ...
de Wulf, K., Odekerken-Schröder, G.J., Goedertier, F., van Ossel, G.   +3 more
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Brand Perception on the Internet

Design Management Journal (Former Series), 2001
In digital environments, design can significantly improve the effectiveness of consumer communications. Gaston van de Laar and Lianne van den Berg‐Weitzel articulate key principles related to this endeavor. Among their guidelines: Create brand names that are easy to remember and spell; bundle items by theme, brand, and product category; use easily ...
Gaston van de Laar, Lianne van den Berg‐Weitzel   +1 more
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The effect of brand design on brand gender perceptions and brand preference

European Journal of Marketing, 2015
Purpose– This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.Design/methodology/approach– This research empirically tests the relation between brand design elements, brand masculinity and femininity and ...
Lieven, Theo, Grohmann, Bianca, Herrmann, Andreas, Landwehr, Jan R., van Tilburg, Miriam   +4 more
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Consonants in brand names influence brand gender perceptions

European Journal of Marketing, 2015
Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine and ...
Amelie Guevremont, Bianca Grohmann
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Memory and perception of brand mentions and placement of brands in songs

International Journal of Advertising, 2009
Although brand placement in movies and TV series has attracted significant interest from researchers and practitioners, little is known about the financed insertion of brands in songs. However, evidence is growing that this kind of placement could be of interest for addressing certain types of target audience.
Delattre, Eric, Colovic, Ana
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The Brand Perception Tool

2018
Abstract Strategy Question: How do we effectively communicate our brand to our customers and our market? Summary: Many firms have a sense of the organization’s “brand.” We define brand as “the promise of an experience” to the customers. Firms need to identify the elements of the customer experience that are valued by
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Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust

Journal of Consumer Behaviour, 2005
Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e-performance. E-tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick-and-mortar stores. This study investigates several questions that have been
Perks, Helen, Ha, H Y.
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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
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