Consumer behaviourPurpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love ...
Furthermore, the existing research focuses on the impact of ingredient branding on consumer attitudes and purchase intentions, neglecting actual purchasing behaviour. Current research therefore offers limited practical implications (e.g., Dalman and Puranam, 2017; Eom et al., 2015; Moon and Sprott, ...
This finding has implications for commercial managers when they are assessing the 'fit' and potential benefits of CRM associations. 展开 关键词: CAUSE RELATED MARKETING FMCG CHARITY CO-BRANDING LOW INVOLVEMENT CONSUMER BEHAVIOUR FOOD MARKETING NON PROFIT DOI: 10.1362/0267257041838746 ...
IMPACT OF BRAND ASSOCIATION ON BRAND EQUITY IN ORGANISED RETAIL SECTOR The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent year... A Choudhary,S Dawar,S Panwar - 《Marketing & Management of Innov...
Consumer perceptions of cobrands: the role of brand positioning strategies Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact o... J Singh,SP Kalafatis,L Ledden - 《Marketing Intelligence & Plann...
The study adds to academic understanding of brand identification, brand community theory, and the importance of the differentiation of public and private brand loyalty, whilst providing guidance for branding practitioners.Previous article in issue Next article in issue Keywords Brand community Brand ...
This post explores and analyses the impact of powerful video marketing and how it impacts consumer behaviour. Learn more on the design blog.
摘要: Is brand complexity—the extent to which a brand embodies multiple traits and values—on the rise? If so, what is the impact of brand complexity on product liking and consumers' sense of self?关键词: branding self-expansion self-complexity self-concept clarity consumer-brand relationships...
Branding has become a popular and powerful marketing tool for tourism destinations. An appropriate positioning is the key to successful destination brandin... J Gao,Y Jiao - 《Tourism Tribune》 被引量: 11发表: 2014年 An Investigation into Consumer Search and Evaluation Behaviour: Effect of Brand...
Abstract The escalating competition between firms, the surge in brand advertising and the fragmentation of the media epitomize the most recent transformations in the consumer environment. These transformations add to the challenge when brand managers attempt to clearly present their brand's core associatio...