Results 271 to 280 of about 26,185 (304)
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Self-Concept and Brand Preference
The Journal of Business, 1971The basic purpose of this research is to empirically test one of the "self-evident" truths in contemporary theorizing about consumer behavior-that people go about purchasing one thing or another only if these things are consistent with, enhance, or in some other way fit well with the conception they have of themselves.
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Brand Equity, Brand Preference, and Purchase Intent
Journal of Advertising, 1995Abstract The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity.
Cathy J. Cobb-Walgren +2 more
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The effect of brand design on brand gender perceptions and brand preference
European Journal of Marketing, 2015Purpose– 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 +4 more
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THE ROLE OF BRAND LOVE IN POLITICAL BRAND PREFERENCE
Global Fashion Management Conference, 2018In recent times of global turbulence, democracies in many countries have been tested for their resilience and there is a need to focus on determinants of political brand preference. For political parties, from political marketing strategy point of view, analyzing factors impacting voters’ party preference is becoming important for better understanding ...
Saikat Banerjee, Bibek Ray Chaudhuri
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The Influence of Generic Advertising on Brand Preferences
Journal of Consumer Research, 2004More than a billion dollars is spent annually on generic advertisements that promote the consumption of commodity goods. Generic advertising is designed to increase primary demand, or the “size of the pie,” without affecting selective demand, or the “share of the pie.” We find evidence to the contrary—generic advertising increases the consumer’s ...
Chakravarti, Amitav, Janiszewski, Chris
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The Influence of Price Differences and Brand Familiarity on Brand Preferences
Journal of Consumer Research, 1976Using a complex experimental design, the effects of price and brand familiarity on brand preferences are examined. Results of the research suggest that changes in brand preferences are asymmetric, and that brand familiarity is a dominant cue. Also, a methodological finding questions the validity of forced-choice experiments.
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Ambiguity Aversion and the Preference for Established Brands
Management Science, 2009We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence, even if specific attributes might be inferior to those of ...
A. V. Muthukrishnan +2 more
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International Journal of Indian Culture and Business Management, 2011
In today’s highly competitive business environment together with the global meltdown of economy, manufacturers of generic commodity products like cement must achieve some degree of differentiation for their products in order to avoid their product being viewed as a basic generic commodity.
M. Punniyamoorty, Nanda Kishore Shetty
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In today’s highly competitive business environment together with the global meltdown of economy, manufacturers of generic commodity products like cement must achieve some degree of differentiation for their products in order to avoid their product being viewed as a basic generic commodity.
M. Punniyamoorty, Nanda Kishore Shetty
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Consumer's brand preference over cyber brand and extension brand
International Journal of Trade and Global Markets, 2014Recently, the rapid development of technology has provided many benefits to business players. Supported by that development such us invention of mobile phone and internet, caused a faster exchange of information. Also, the invention of the internet has made communication faster and cheaper.
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Historical Memory and Brand Preference
SSRN Electronic Journal, 2019We study how the historical memories of war affect consumer choices of brands from different country-of-origins in the context of the Chinese automotive market. Our research design exploits two natural experiments: (i) the Imperial Japanese Army's Continental Cross-Through Operation in 1944 in Guangxi of China that created local variations in ...
Nan Chen, Zemin (Zachary) Zhong
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