How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory. [PDF]
Front Psychol, 2019 This study adopted the paradigm of the self-reference effect to explore how brand preference, product involvement, and information valence affects brand-related memory by three experiments. Experiment 1 examined memory differences between positive/negative information of self-/other-preferred brands. Results showed increased memory of positive words (i.
Feng R +8 more
europepmc +6 more sources
Data on customer perceptions on the role of celebrity endorsement on brand preference. [PDF]
Data Brief, 2018 This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry.
Ibidunni AS +7 more
europepmc +2 more sources
Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? [PDF]
Heliyon, 2020 The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference.
Yasri Y, Susanto P, Hoque ME, Gusti MA.
europepmc +2 more sources
HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
Bulletin of Taras Shevchenko National University of Kyiv Economics, 2015 The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more ...
Tichindelean Mihai, Monica-Teodora Beca
openaire +4 more sources
Things Become Appealing When I Win: Neural Evidence of the Influence of Competition Outcomes on Brand Preference. [PDF]
Front Neurosci, 2018 Against the background of an increasingly competitive market environment, the current study aimed to investigate whether and how victory and defeat, as two critical factors in competition outcomes, would affect consumers’ preference of unfamiliar brands.
Yu W, Sun Z, Xu T, Ma Q.
europepmc +2 more sources
BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE
STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, 2015 The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter
Alina Catalina Duduciuc, Loredana Ivan
openaire +4 more sources
The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP). [PDF]
Front Hum Neurosci, 2019 The tendency of customers’ preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer
Ma Q, Abdeljelil HM, Hu L.
europepmc +2 more sources
Shaping consumer behavior with artificial intelligence and brand elements. [PDF]
Carbon Balance ManagThis study is one of the few contextual and integrative empirical studies examining how artificial intelligence marketing efforts (AI MEs) can shape consumers’ green purchasing behavior (GPB), particularly among Generation Z consumers in developing ...
Armutcu B.
europepmc +2 more sources
The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries [PDF]
Current Psychology, 2022 Maria Leticia Santos-Vijande +2 more
exaly +2 more sources
How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers [PDF]
Innovative Marketing, 2023 Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability.
Long Kim +4 more
doaj +1 more source