Results 21 to 30 of about 323,712 (301)
The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes [PDF]
, 2020 This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these ...
Agyemang, Kwame +3 more
core +1 more source
Journal of Business & Banking, 2019 The purpose of this research is to determine the infulence of perceived quality, brand attitude and brand preference of the purchase intention frisian flag milk in Surabaya.
Febrina Prita Putriansari
doaj +1 more source
Etnocentrism effect in brand preferences
Pressacademia, 2018 Amaç- Günümüzde küreselleşmeyle beraber ürün çeşitliliği artmıştır. Buna ek olarak tüketim alışkanlıkları da değişmiştir. Tüketiciler, satın alma karar sürecinde birçok faktörden etkilenebilmektedir. Bu çalışmada tüketicilerin marka tercihlerinde ve markaların fonksiyonel ve sembolik özellikleri üzerinde etnosentrizmin etkisi incelenmiştir.Yöntem ...
ONEY, Mehmet, KARAARSLAN, Mustafa Halid
openaire +2 more sources
Management şi Marketing, 2022 Using research from brand roles and goal pursuit as our theoretical framework, we find that the type of goal pursuit influences how consumers respond to the brand role of leader (i.e., leader brand) vs. servant (i.e., servant brand). Two experiments show
Rai Dipankar +3 more
doaj +1 more source
The Mediating Effects of Brand Preference to Customer Satisfaction
Jurnal Manajemen, 2018 The purpose of this study is to analyze the influence of brand preference to customer satisfaction (advertiser). Samples consists of one hundred and twenty persons of decision makers of government advertisemen programs in various government agencies ...
Jasin Mochammad, Dytta Novrianda, P.Astuti, C.C. Widayati, A.Z.Arifin
doaj +1 more source
The Formation of Consumer Brand Preferences [PDF]
Annual Review of Economics, 2017 Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude, and persistence of brand market shares in consumer goods categories.
Bronnenberg, B.J.J.A.M., Dube, J.P.
openaire +2 more sources
Journal of Open Innovation: Technology, Market and Complexity, 2021 The COVID-19 pandemic has dramatically changed people’s life and the ways businesses implement their social responsibility initiatives. During the COVID-19 pandemic, online and digital platforms have been increasingly realized as important mechanisms for
Wilert Puriwat, Suchart Tripopsakul
doaj +1 more source
Incongruence in Brand Names and Its Effect on Consumer Preference
Tržište, 2019 Purpose – Brand name is one of the determining factors of a brand’s success. Simple brand names capable of capturing consumers’ attention will make them easy to remember and get to perceive the brand.
Bagus Ibnu Utama, Ferdian Hendrasto
doaj +1 more source
Jurnal Ekonomi Manajemen, 2022 ABSTRACTThe purpose of this study was to determine the influence of brand association on brand preference through self-brand congruity and brand familiarity for millennial generation in the culinary industry, especially coffee shops. The research method used is a survey with data collection techniques through distributing questionnaires to 200 ...
Ari Arisman, Depy Muhammad Pauzy
openaire +1 more source
Ambiguity Aversion And The Power Of Established Brands [PDF]
, 2007 This paper investigates situations where a sizeable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which consumers
Muthukrishnan, A. V., Wathieu, Luc
core +1 more source