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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers". Journal of Economics and Behavioral Studies 7, n.º 3(J) (30 de junio de 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.
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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
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Lhotáková, Markéta. "The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands". Studia commercialia Bratislavensia 5, n.º 19 (1 de diciembre de 2012): 434–48. http://dx.doi.org/10.2478/v10151-012-0009-4.
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Abstract The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.
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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen y Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty". Marketing Intelligence & Planning 35, n.º 2 (3 de abril de 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.
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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Yang, Grant y Jia-Yi Gong. "Comparison and Estimation of Brand Value for the Operation Strategies". Business Prospects 3, n.º 1 (1 de junio de 2022): 1–11. http://dx.doi.org/10.52288/bp.27089851.2022.06.01.
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Creating a brand is a competitive strategy. In order to prevent other products from replacing their own products, companies will find ways to establish their own brands in order to better control the market since the production of brands is generally considered to be the result of market competition. In recent years, some corporate management consulting companies and brand evaluation agencies have released various brand value lists. However, there is still no unified consensus on the quantitative assessment of brand value. This study introduces key global brand valuation authorities and the methods they applied for brand valuation. The impacts of profits, revenue and asset on brand evaluation are investigated as the regressors to estimate the brand value of Fortune Global 500 in 2021 and to propose diverse operation strategies for improving the brand value and sustaining the life of brand. The results suggest that profits and total revenues outperform assets in brand value evaluation, and BrandZ is the highest among the brand multipliers estimation, Interbrand is in the second, GYbrand is slightly lower than Interbrand, and Brand Finance is the lowest. The results also suggest that brand value innovation can enhance the extensive and lasting trust relationship of customers on related products, and increase the frequency and type of repeated purchases. It can promote the value spillover of brand reputation and promote the expansion of brand equity to establish an effective barrier for competitors to enter.
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Barnet, Katherine y Sharmila Pixy Ferris. "Brand Loyalty and Online Brand Communities". International Journal of Online Marketing 6, n.º 3 (julio de 2016): 50–61. http://dx.doi.org/10.4018/ijom.2016070104.
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This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.
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Kiran, Ammara, Nida Zaheer, Khansa Masood y Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty". Sustainable Business and Society in Emerging Economies 6, n.º 1 (31 de marzo de 2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.
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Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances brand loyalty. Findings: This study helps us understand better why people decide to repurchase a brand again and again after they've purchased it once. The findings are useful for marketers who manage brands and different marketing strategies, as they can help them make strategies on how to retain customers. This also shows us that customer satisfaction and brand trust also impact the effect of brand loyalty. Implications: With this information, marketers may tailor their offerings to specific customers' preferences, creating more memorable experiences. The study provides a roadmap for marketing success.
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Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love". Korea International Trade Research Institute 19, n.º 1 (28 de febrero de 2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.
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Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.
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Chepchirchir, Josphine y Mark Leting. "Effects of Brand Quality, Brand Prestige on Brand Purchase Intention of Mobile Phone Brands: Empirical Assessment from Kenya". International Journal of Management Science and Business Administration 1, n.º 11 (2015): 7–14. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.111.1001.
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This study aims to empirically examine the relationship between Brand quality, brand prestige and brand purchase intention of mobile phone brands in Kenya. A survey was used to collect data from a sample of 322 respondents. Data were analyzed by employing correlation, Analysis of Variance (ANOVA) and multiple regression analysis. The results revealed that brand quality and brand prestige are positively associated with consumer brand purchase intention. The generalizability of the findings is limited as the study focuses only on Kenya. Based on the findings, companies involved in branding of mobile phones should focus on improving the usefulness of the brand quality and prestige. The study made a contribution in terms of allowing us to understand the factors that can contribute to the adoption of mobile phone brands.
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Lieven, Theo y Christian Hildebrand. "The impact of brand gender on brand equity". International Marketing Review 33, n.º 2 (11 de abril de 2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.
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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures. Findings – The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries. Originality/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.
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Becheur, Imene, Oula Bayarassou y Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship". Global Business Review 18, n.º 3_suppl (20 de abril de 2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.
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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
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Chang, Joseph W. y D. Steven White. "The adverse effects of inferior innovations". Management & Marketing 12, n.º 3 (1 de septiembre de 2017): 361–75. http://dx.doi.org/10.1515/mmcks-2017-0022.
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AbstractThis research advances brand innovation research by examining the adverse effects of inferior innovative extensions on the brand innovability of own parent brands. Brand innovability conceptually consists of brand quality and innovativeness. The results reveal that radical and incremental inferior innovations exert asymmetric adverse effects on brand quality and innovability. For brand quality, inferior radical innovations exert more negative impacts on the quality of pioneer brands than on the quality of follower brands. However, inferior incremental innovations exert identical negative impacts on the quality of both pioneer and follower brands. For brand innovability, both inferior radical and incremental innovations exert more negative impacts on the innovability of pioneer brands than on the innovability of follower brands. In comparison, brand innovability is less susceptible than brand quality to inferior innovation information. The findings suggest that it is more justified to evaluate innovative brands with brand innovability, instead of brand quality, for two reasons. Firstly, brand innovability is more realistic than brand quality because brand innovability is more relevant than brand quality to profits. Secondly, brand innovability is inclusive of brand innovativeness, which ameliorates adverse effects when innovative extensions are inferior. The threat of inferior innovative extensions is less horrible than expectation if the adverse effects on the innovative brands are assessed with brand innovability, instead of brand quality. However, being innovative is like a double-edged sword. On the one hand, it helps generating more profits. On the other hand, it endangers innovative brands to be more susceptible to inferior innovative extensions. Therefore, for marketing implications, pioneer brands are more obliged than follower brands to ensure the success of radical innovations in order to avoid the possible adverse effects of inferior radical innovations. This research contributes brand innovation research by proposing the more relevant indicator of brand innovability to evaluate innovative brands.
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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr y Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference". European Journal of Marketing 49, n.º 1/2 (9 de febrero de 2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.
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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 brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.
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Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality". Journal of Product & Brand Management 29, n.º 7 (22 de febrero de 2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.
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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands. Research limitations/implications Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive. Practical implications Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands. Originality/value This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.
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Pinarbasi, Fatih y Ebru Enginkaya. "Consumer negativity towards brands: Brand hate or brand switch". Pressacademia 9, n.º 9 (30 de julio de 2019): 78–80. http://dx.doi.org/10.17261/pressacademia.2019.1070.
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Et. al., Shirin Jamal,. "Impact of Brand Loyalty on Customer Satisfaction (An Empirical Analysis of Clothing Brands)". Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, n.º 10 (28 de abril de 2021): 7085–93. http://dx.doi.org/10.17762/turcomat.v12i10.5599.
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Purpose of the study: This study explored to prove whether this relationship really exists or not. So author examined the case of a clothing brand. Three different types of customer satisfaction were distinguished: (i) satisfaction with the clothes; (ii) satisfaction with the sales service and (iii) satisfaction with the after‐sales service. It was expected that all three types of satisfaction would be influenced by brand loyalty.
Methodology: Three brans have been selected three famous brands of Pakistan (Ideas, Outfitters and J.). and researched on them from 2018-2019. We have mail and got 122 responses from the customers of these brands and we have physically filled some questionnaires from customers also and collected an integrated data of 151 responses. The three different types of customer satisfaction and the intention to buy the same brand of clothe again, as well as the intention to buy from the same dealer again were measured.
Main Findings: The analyses of the results revealed that: customer satisfaction with the clothes is major determinants of brand loyalty. In this case Customer satisfaction is dependent and brand loyalty is independent because they have a causal relationship because when the brand will be loyal to its customers then the customers will be satisfied with the brand. Our brands are the most famous brands and are the market setters and compete with each other very well. So, we have selected these because they all are most accurate according to our research topic and there is no bias sampling in these sample. Furthermore, it was found that the strength of the relationship between different types of satisfaction and loyalty is the quality of clothes and the after services given by the brand.
Application of this study: This study will contribute toward new clothing brands who they are new in their track and struggling for the customer satisfaction with loyalty. Furthermore, the results of this study also can help out to the brands that has been taken as sample to understand their market and to improve them.
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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown y Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity". Journal of Product & Brand Management 26, n.º 5 (21 de agosto de 2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.
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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.
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Yuliana, Lingga, Nurliya Apriyana y Muhammad Adam Fadillah. "Analisis Brand Signature dan Brand Logo Terhadap Brand Performance". Widya Cipta: Jurnal Sekretari dan Manajemen 7, n.º 2 (10 de agosto de 2023): 98–104. http://dx.doi.org/10.31294/widyacipta.v7i2.15205.
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Peluang usaha skincare menjadi begitu menjanjikan belakangan karena memiliki pangsa pasar yang sangat luas. Tujuan penelitian ini adalah menganalisis brand signature dan brand logo terhadap brand performance dengan studi kasus merek skincare lokal. Research gap dalam penelitian ini adalah knowledge gap dimana penelitian ini akan memberikan pengetahuan mengenai brand signature dan brand logo terhadap brand performance. Dimana korelasi antara brand signature dan brand logo serta brand signature terhadap brand performance serta brand logo dengan brand performance belum ada penelitian sebelumnya. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif untuk menganalisis brand signature dan brand logo terhadap brand performance merek produk skincare lokal. Subjek penelitian ini adalah individu yang sudah memiliki pengalaman untuk menggunakan merek produk skincare lokal di Jakarta. Pengambilan sampel menggunakan purposive sampling dengan kriteria yaitu individu yang sudah mengonsumsi produk skincare dan responden dalam penelitian ini merupakan pengguna skincare dengan rentang usia 12 tahun – 55 tahun. Alat analisis yang digunakan dengan Smart-PLS. Jumlah responden dalam penelitian sebanyak 151. Sumber data yang digunakan dalam penelitian adalah data primer dan sekunder. Hasil penelitian menunjukan bahwa hipotesis pertama, dimana terjadi pengaruh antara Brand Signature memiliki pengaruh terhadap Brand Performance. Hipotesis kedua, Brand Logo memiliki pengaruh terhadap Brand Performance. Hipotesis ketiga, Brand Signature mempengaruhi Brand Logo. Due to its large market share, the skincare business prospect has recently become quite lucrative. The purpose of this study is to examine the effects of brand logo and brand signature on brand performance using case studies of regional skincare companies. The brand signatures and logos of local skincare product brands were examined using a quantitative method and a descriptive approach in this study. Individuals with prior experience utilizing regional skincare product brands in Jakarta served as the study's subjects. In this study, purposive sampling was utilized to select respondents who had used skincare products. Respondents' ages ranged from 12 to 55 years old, and they were skincare users. PLS, or partial least squares, is the analysis method employed. Analyzing tool for Smart-PLS. 151 people participated in the survey as respondents. Primary and secondary data were used as the research's data sources. The study's findings support the first hypothesis, according to which there is a relationship between brand signatures and brand performance. According to the second theory, brand performance is influenced by the logo. The third theory holds that Brand Logo is impacted by Brand Signature. Local skincare brand managers work hard to ensure that the target market's customers always choose their products. This can reinforce consumers' preferences for local brands over global brands and cultivate their passion for them.
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Alić, Adi, Merima Činjarević y Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands". Management & Marketing. Challenges for the Knowledge Society 15, n.º 1 (1 de marzo de 2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.
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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.
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Azar, Salim L., Isabelle Aimé y Isabelle Ulrich. "Brand gender-bending". European Journal of Marketing 52, n.º 7/8 (9 de julio de 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.
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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
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Su, Jin y Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry". Journal of Product & Brand Management 24, n.º 2 (20 de abril de 2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.
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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.
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Warren, Caleb, Rajeev Batra, Sandra Maria Correia Loureiro y Richard P. Bagozzi. "Brand Coolness". Journal of Marketing 83, n.º 5 (19 de junio de 2019): 36–56. http://dx.doi.org/10.1177/0022242919857698.
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Marketers strive to create cool brands, but the literature does not offer a blueprint for what “brand coolness” means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize brand coolness and identify a set of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived to be extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. In nine quantitative studies (surveys and experiments), the authors develop scale items to reliably measure the component characteristics of brand coolness; show that brand coolness influences important outcome variables, including consumers’ attitudes toward, satisfaction with, intentions to talk about, and willingness to pay for the brand; and demonstrate how cool brands change over time. At first, most brands become cool to a small niche, at which point they are perceived to be more subcultural, rebellious, authentic, and original. Over time, some cool brands become adopted by the masses, at which point they are perceived to be more popular and iconic.
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Petzer, Danie, Pierre Mostert, Liezl-Marie Kruger y Stefanie Kuhn. "The dimensions of brand romance as predictors of brand loyalty among cell phone users". South African Journal of Economic and Management Sciences 17, n.º 4 (29 de agosto de 2014): 457–70. http://dx.doi.org/10.4102/sajems.v17i4.721.
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In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty.
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Bapat, Dhananjay. "Impact of brand familiarity on brands experience dimensions for financial services brands". International Journal of Bank Marketing 35, n.º 4 (5 de junio de 2017): 637–48. http://dx.doi.org/10.1108/ijbm-05-2016-0066.
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Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity and high familiarity service brands to highlight the differences. Findings The improvement in brand familiarity is positive for sensory, emotional, behavioral and relational brand experiences for high familiarity service brands. Exploratory factor analysis and confirmatory factor analysis found a four-factor brand experience model for low brand familiarity and a five-factor brand experience structure for high familiarity financial services brands. The study of financial services brands validates the service brand experience framework of Nysveen et al. (2013) for high familiarity brands, but not for low familiarity financial services brand. Practical implications There is a need for marketers to comprehend various dimensions of brand experience in the context of financial services brands which are experiencing increased competition with non-banks. Originality/value The study makes a contribution to the existing literature as the concept of brand familiarity and its relationship with brand experience have received scant attention in the past.
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Muroyiwa, O., R. Abratt y M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa". South African Journal of Business Management 48, n.º 1 (31 de marzo de 2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.
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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.
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Wallace, Elaine, Isabel Buil y Leslie de Chernatony. "Consumer engagement with self-expressive brands: brand love and WOM outcomes". Journal of Product & Brand Management 23, n.º 1 (11 de marzo de 2014): 33–42. http://dx.doi.org/10.1108/jpbm-06-2013-0326.
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Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance. Design/methodology/approach – Findings are presented from a survey of Facebook users who engage with a brand by “liking” it. Findings – Brands “liked” are expressive of the inner or social self. The study identifies a positive relationship between the self-expressive nature of brands “liked” and brand love. Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand. By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand. Research limitations/implications – The research is exploratory and is limited to consumers who are engaged with a brand through “liking” it on the Facebook social network. Practical implications – The study offers suggestions for managers seeking to enhance brand engagement through Facebook “liking”, and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook. Originality/value – This paper provides new insights into consumer brand engagement evidenced through Facebook “liking”. It charts the relationship between “liked” self-expressive brands and brand love. Distinctions are drawn between brand outcomes among consumers who “like” for socially self-expressive reasons, and consumers who are brand engaged by “liking” to express their inner selves.
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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez y Bashar S. Gammoh. "Corporate brands as brand allies". Journal of Product & Brand Management 27, n.º 1 (12 de febrero de 2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.
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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.
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Rather, Raouf Ahmad, Jyoti Sharma y Murtaza Hassan Itoo. "Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands". Abhigyan 36, n.º 2 (30 de septiembre de 2018): 41–50. http://dx.doi.org/10.56401/abhigyan/36.2.2018.41-50.
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Rather, Raouf Ahmad, Jyoti Sharma y Murtaza Hassan Itoo. "Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands". Abhigyan 36, n.º 2 (septiembre de 2018): 41–50. http://dx.doi.org/10.56401/abhigyan_36.2.2018.41-50.
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Nareswari, Ayu. "Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands". Jurnal Ilmu Manajemen Advantage 7, n.º 2 (28 de diciembre de 2023): 199–207. http://dx.doi.org/10.30741/adv.v7i2.1207.
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Finding out and assessing how global brand compassion affects global brand love and globalness in the direction of sustainable brand is the aim of this study. The primary source of data for this study was the answers that participants gave to the questionnaire items. All MSMEs in Jember Regency that export goods make up the population used. Thus, the study's sample consists of up to 100 MSMEs exporting goods from Jember Regency. The Structural Equation Model (SEM) with SmartPLS is the analytical tool utilized in this work. The findings demonstrated that Sustainable Brand benefits from Brand Globalness. The findings demonstrated that investors in Global Brand Compassion are positively impacted by Brand Globalness. The findings demonstrated that Sustainable Brand is positively impacted by Brand Love. The findings demonstrated that Global Brand Compassion investors benefit from Brand Love. The findings demonstrated the beneficial relationship between Global Brand Compassion and Sustainable Brand. The findings demonstrated that Global Brand Compassion, a component of Global Brand Globalness, positively influences Sustainable Brand. The findings demonstrated that Global Brand Compassion, through Brand Love, has a good impact on Sustainable Brand.
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Won, June y J. Lucy Lee. "The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation". International Journal of Sports Marketing and Sponsorship 21, n.º 2 (8 de abril de 2020): 285–303. http://dx.doi.org/10.1108/ijsms-09-2019-0100.
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PurposeThe purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.Design/methodology/approachThe research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.FindingsThe results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.Originality/valueConsidering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.
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Fanandaru, Esti Mulya, Kurniawati Kurniawati, Nofi Wahyuni y Yunita Septiani. "BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND". International Journal of Application on Economics and Business 1, n.º 2 (6 de agosto de 2023): 651–69. http://dx.doi.org/10.24912/v1i2.651-669.
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Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.
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Fanandaru, Esti Mulya, Kurniawati Kurniawati, Nofi Wahyuni y Yunita Septiani. "BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND". International Journal of Application on Economics and Business 1, n.º 2 (6 de agosto de 2023): 651–69. http://dx.doi.org/10.24912/ijaeb.v1i2.651-669.
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Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.
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Yaran Ögel, İlkin. "The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement". Journal of Applied And Theoretical Social Sciences 3, n.º 4 (7 de diciembre de 2021): 306–29. http://dx.doi.org/10.37241/jatss.2021.39.
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As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.
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González-Benito, Óscar, Mercedes Martos-Partal y Mariana Fustinoni-Venturini. "Brand Equity and Store Brand Tiers: An Analysis Based on an Experimental Design". International Journal of Market Research 57, n.º 1 (enero de 2015): 73–94. http://dx.doi.org/10.2501/ijmr-2015-006.
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The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands. A few exceptions analyse store brands from an aggregate perspective, without differentiating their types. The present study instead considers the effect of store brand tiers (e.g. generics, standard, premium) on brand equity. An experimental design compares scores for different store and manufacturer brands across branded and unbranded tests. Store brands, including premium ones, suffer a brand equity disadvantage compared with manufacturers’ brands. Generic store brands are at a clear disadvantage; premium store brands do not differ from standard store brands in terms of brand equity.
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Tofighi, Maryam, Bianca Grohmann y H. Onur Bodur. "Ethical attribute and brand concept congruity enhances brand evaluations". European Journal of Marketing 54, n.º 1 (12 de diciembre de 2019): 79–108. http://dx.doi.org/10.1108/ejm-02-2018-0104.
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Purpose This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes. Design/methodology/approach Four studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity. Findings This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4). Research limitations/implications It is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations. Practical implications For marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous. Originality/value The findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.
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Giertz, Johann N., Linda D. Hollebeek, Welf H. Weiger y Maik Hammerschmidt. "The invisible leash: when human brands hijack corporate brands' consumer relationships". Journal of Service Management 33, n.º 3 (2 de marzo de 2022): 485–95. http://dx.doi.org/10.1108/josm-06-2021-0211.
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PurposeCorporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.Design/methodology/approachTo explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships.FindingsThough consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand.Originality/valueThis paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight.
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Tang, Yuxin, Shengfeng Zan y Xiaowen Zhang. "A Comparative Study on the Competitiveness of Knowledge-Driven Sports Brands". Wireless Communications and Mobile Computing 2022 (23 de mayo de 2022): 1–11. http://dx.doi.org/10.1155/2022/2489568.
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With the rapid development of science and technology, sports brands are increasingly relying on knowledge-driven technology. This study uses the competitive advantage theory, comparative advantage theory, and knowledge-driven theory, referring to the evaluation principles of scientificity, operability, and effectiveness, and selects Anta, Li Ning, and Adidas as the research objects of knowledge-driven sports brand competitiveness. Using Yaaph12.7 software and multilevel index entropy method, we assign and calculate 4 secondary indexes, 12 tertiary indexes, and 35 4th-level indexes of brand strength, brand potential, brand power, and brand vitality of three brands. In addition, Anta has strong comprehensive strength and good social resources and policy support. Li Ning’s brand potential is the greatest, and the consumer group is younger. Therefore, this study draws the following conclusions: (1) The core competitiveness of knowledge-driven sports brands is the innovation-driven model of brand technology, product R&D, intangible asset value, and brand development. (2) The competitiveness of knowledge-driven sports brands pays more attention to brand potential, brand strength, and brand vitality. (3) The competitiveness of knowledge-driven sports brands needs to be combined with the latest scientific and technological means to realize the integration of brands and information technology, “Internet +,” and big data. (4) The brand size, brand resources, and other brand advantages in the knowledge-driven sports brand competition indicators are not the main influencing factors for showing the core competitiveness. This paper draws the following inspirations from the research conclusions: it is necessary for knowledge-driven sports brands to improve the ability to transform resources and stimulate the vitality of the brand market, optimize the level of brand service to meet market consumption needs, strengthen innovation-driven development and explore innovative development paths, build brand development strategy, cultivate the development of superior technology, accelerate the development of brand quality, and build an applied talent pool.
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Khurdei, Viktoriia, Viktoriia Datsenko, Tetiana Dronova, Dmytro Mishchenko y Irina Pavlovska. "FORMULATION OF A MARKETING STRATEGY FOR COMPANY BRAND MANAGEMENT". Economies' Horizons, n.º 1(23) (31 de marzo de 2023): 4–14. http://dx.doi.org/10.31499/2616-5236.1(23).2023.272720.
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The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand.
It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the article, we have seen the marketing technology of branding, which is designed to allow the company to gain new competitive advantages. Introduced brand shaping technology as part of the market strategy of acceptance and brand valuation method. The article presents a score rating of the 100 most expensive brands in the world and a score rating of the 100 most expensive national brands. It is recommended to look at the value of the product before managing the company's brand. The marketing technology of branding has been examined, which is designed to allow the company to gain new competitive advantages.
The novelty of taking away the results lies in the fact that the article has brought, that for the modern minds of brand portfolio management can be considered on the basis of a price approach. Under the hour of managing a portfolio of brands with a method of yogo optimization, the company can serve two antagonistic criteria: maximizing the value and maximizing the profit of the company. Optimization of the brand portfolio can be based on the guidance criteria based on the principle of synergy, if brandy combines mutual strength of competitive advantages one by one, it maximizes the brand capital and increases the efficiency of winning the company's capital.
The results of this article show the importance of shaping a marketing strategy for a company's brand in our time and new competitive advantages that a company can achieve.
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Hur, Won-Moo, Minsung Kim y Hanna Kim. "The Role of Brand Trust in Male Customers' Relationship to Luxury Brands". Psychological Reports 114, n.º 2 (abril de 2014): 609–24. http://dx.doi.org/10.2466/01.07.pr0.114k15w8.
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This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample ( N=400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.
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Choi, Youngtae, Michael W. Kroff y Junga Kim. "Developing brand advocacy through brand activities on Facebook". Journal of Consumer Marketing 38, n.º 3 (9 de abril de 2021): 328–38. http://dx.doi.org/10.1108/jcm-10-2019-3460.
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Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.
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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad y Ramayah Thurasamy. "Finding greener grass on the other side of hill". Asia Pacific Journal of Marketing and Logistics 30, n.º 4 (10 de septiembre de 2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
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Cheng, Rong, Weimin Ma y Hua Ke. "Store-brand introduction and production arrangement in the presence of multiple retailers". RAIRO - Operations Research 54, n.º 3 (20 de marzo de 2020): 827–43. http://dx.doi.org/10.1051/ro/2019035.
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Store brands play an increasingly important role in retailing business, leading more and more retailers to introduce store brands. Abundant research focuses on competition between store brands and national brands and counterstrategies that national-brand manufacturers can take to counter store-brand introduction. A little research studies the store-brand production issue, however, all under single-retailer scenarios. To approach the real world, we employ game theory to model interaction between a national-brand manufacturer and multiple locally monopolist retailers, one of whom has capability and motivation to introduce a store brand. Five Stackelberg games are build and solved to investigate: how the presence of the non-store-brand retailers affects the store-brand retailer’s decision on and profitability in the store-brand introduction; how the store-brand retailer should arrange store-brand production; whether there is a win–win situation where both the store-brand retailer and the national-brand manufacturerare better off with the latter producing the store brand. Accordingly, our study offers a novel rationale for why so many, especially leading, national-brand manufacturers are involved in the store-brand production. Some useful managerial suggestions are proposed on the store-brand introduction and production arrangement.
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Wang, Lili y Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation". European Journal of Marketing 51, n.º 5/6 (8 de mayo de 2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.
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Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
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Midhat Nadeem, Taha Jamal, Taha Jamal, Masood, Muhammad AsadUllah y Dr. Abdul Rasheed. "BRAND MESSAGE VS BRAND PERCEPTION". Reviews of Management Sciences 1, n.º 1 (10 de enero de 2021): 22–27. http://dx.doi.org/10.53909/rms.01.01.053.
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Purpose:
In today’s fast moving business world, where information has become readily available and consumers have become socially aware, brands have had to regularly keep themselves updated and relevant to the consumers to be able to remain competitive. Brands often claim certain attributes as their USPs which tries to set them apart from their competition. However, in some situation those attributes have not directly translated in the minds of the consumers. The objective of this research is to try to determine the reason behind the disconnect between the brand message and the perception that consumers hold and to suggest ways on how to diminish that gap. Through this study we have tried to answer the following questions:
How is a brand message created?
What drives a consumer’s perception about a brand?
How to understand the disconnect between the message and the brand?
How to decrease this gap?
Methodology:
The methodology to be used is mixed (open and closed ended) questionnaires to be distributed amongst two groups of interest. The first group is brand managers and marketing managers from a selective few brands. The second group is students of business management who have a basic understanding of market.
Findings:
Our study shows that even though brand managers do try to go for creating trust and synergy with the consumer in order to further their brand, they emphasize more on their market orientation, positioning and pricing. Some of the brand managers keyed satisfaction and trust of the consumer on their brand as an important element. With the findings of our research, we are in a position to state this firmly that in local market comprising of highly diversified brands portfolio, the spectrum of consumer preference is highly unpredictable.
Conclusion:
In order to get better and efficient results of marketing efforts that a brand owner undergo for stated intended outcomes, it is of utmost importance to clearly communicate the intended message without any ambiguities to the target audience. Brand owners have a large set of strategic tools to create a profound impact, utilizing these to the optimal level may result in intended and desired better performance of the brand.
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Macías, Washington y Julio Cerviño. "Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions". Review of Marketing Science 16, n.º 1 (26 de junio de 2019): 1–24. http://dx.doi.org/10.1515/roms-2019-0005.
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Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a famous brand was not diluted by consumers’ exposure to junior brands. However, associations, perceived quality, loyalty and an overall construct of brand equity were diluted. There was evidence that similarity between famous and junior brands attenuated dilution. Therefore, considering that brand equity dimensions have desirable consequences on consumer behavior and firm value, this paper’s results highlight the importance of protecting brands against unauthorized use.
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Zhou, Yanhan. "Analysis of the Reasons for the High Price of Luxury Goods Based on Consumer Psychology". Journal of Education, Humanities and Social Sciences 35 (4 de julio de 2024): 588–94. http://dx.doi.org/10.54097/p9agt855.
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It is commonly known that the price of luxury brand products is usually much higher than that of ordinary similar products, and the price fluctuation of luxury brand products is small and relatively stable. Moreover, even though luxury goods have high prices, they always have stable consumer groups and market demand. Although extensive research has been carried out on the consumer psychology, and how the consumer influences the pricing of luxury brands, no sufficient study which can explain how the brand DNA affect the luxury brands pricing. Therefore, it is crucial to analyze the influence of luxury brand DNA on brand pricing. This analysis can help luxury brands better establish brand image, help them better convey brand values, create unique brand stories, and increase brand reliability. At the same time, this analysis can also help luxury brands better optimize their brand experience by understanding consumers’ expectations and help luxury brands design more attractive and competitive product.
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Septyani, Sarah Dwi y Yeshika Alversia. "How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media". GATR Journal of Management and Marketing Review 5, n.º 3 (30 de septiembre de 2020): 188–96. http://dx.doi.org/10.35609/jmmr.2020.5.3(7).
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Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique – The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings – The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper: Empirical. JEL Classification: M31, M37, M39. Keywords: Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. Reference to this paper should be made as follows: Septyani,S.D; Alversia, Y. 2020. How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media, J. Mgt. Mkt. Review 5(3) 188 – 196. https://doi.org/10.35609/jmmr.2020.5.3(7)
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Awad, Tamer A. y Sahar Mohsen. "Increasing the Brand Equity of Private Label Brands". International Journal of Customer Relationship Marketing and Management 8, n.º 4 (octubre de 2017): 32–50. http://dx.doi.org/10.4018/ijcrmm.2017100103.
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This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.
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Rehman, Saif Ur y Sulaman Hafeez Siddique. "Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand". Journal of Policy Research 9, n.º 3 (30 de septiembre de 2023): 196–212. http://dx.doi.org/10.61506/02.00107.
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The notion of green brand packaging in Pakistani textile brands remains very inadequate. Therefore, using the stimulus organism response model (SOR) as a basis, this research examines the influence of green brand packaging on green brand image for the Pakistani clothing sector and determines the mediated role of green brand advertising and green brand association. Purposive sampling was used in the approach to gather data from 446 Pakistani clothing consumers. The questionnaires were delivered to consumers of apparel brands at malls and well-known marketplaces in Pakistan, including Lahore, Karachi, Islamabad, Multan, and Bahawalpur. The investigation was carried out using structural equation modelling with partial least squares. and SPSS. The outcomes of our research demonstrate that green brand association, packaging, and advertising all have an impact on green brand image of apparel brands. A detailed discussion will be held about the results' theoretical and practical implications.
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Qayyum, Abdul y Ayesha Saeed. "Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love". Jinnah Business Review 7, n.º 1 (1 de enero de 2019): 27–36. http://dx.doi.org/10.53369/qaee7103.
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The main objective of this study was to examine the impact of self expressive brands and brand attachment on brand advocacy with the mediating role of brand love. Findings are revealed on the survey of people who get involved with the Clothing Brand and become brand advocates. Hypotheses were tested with a sample of 275 respondents and the regression analysis was conducted to test the hypotheses. The results of the study show the partial mediating impact of brand love on the relationship between self expressive brands and brand advocacy, while full mediation impact of brand love on brand attachment and brand advocacy relationship has been observed. This research project highlights that brand love needs to be created along with brand attachment in customers mind so as to make them brand advocates. The findings of this research will help the marketer for implementing better marketing techniques to make their brand more strong and recognizable among customers. Key words: Self Expressive Brands, Brand Attachment, Brand Love, Brand Advocacy, Clothing Brand