Moreover, mediator roles of brand satisfaction and brand loyalty were evaluated in terms of the relationship between brand experience and brand evangelism. Data were obtained with the convenience sampling method from 400 participants. As a result of analyses, it was determined t...
role of brandsbrand communicationDepending on whether the economics, strategy, marketing or consumer behaviour literature is consulted, a variety of roles can be identified that brands are expected to play. In view of the increasingly hostile environment brands face, we sought to verify the ...
Masculinity of Smokers and the Masculinity of Cigarette Images It was hypothesized that the more masculine a smoker's personality, the more masculine the image of the smoker's regular brand of cigarette. The masculinit... PC Vitz,D Johnston - 《J Appl Psychol》 被引量: 127发表: 1965年 Rec...
1. Rolex is a classic brand in the Swiss watch industry.2. The original logo of Rolex was a hand with five extended fingers, symbolizing that the brand's watches were entirely hand-crafted. Over time, it evolved into the crown trademark, representing the brand's dominant positio...
We draw on the SOR paradigm to develop a between-subjects factorial design, conducted with 160 subjects. Results indicate that: 1) social presence affects both web emotional store image and purchase intention, whereas the influences of brand familiarity on these constructs are limited; 2) only ...
Brand equity is a valuable, yet fragile, firm asset. The role of brand equity under failure situations can be viewed through two contradictory lenses: the “buffering” perspective and the “amplifying” perspective. The traditional view on brand equity focuses on the advantageous side of strong ...
To provide a better understanding of retailer brand equity, we introduce a specific nomological network that brings together operational retailer brand equity dimensions and marketing performance outcomes. More specifically, we hypothesize that consumer attitudes toward the retailer and word-of-mouth ...
Moldovan, Sarit, Jacob Goldenberg, and Amitava Chattopadhyay (2006), "What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness," ... Hall,Robert - 《Aba Bank Marketing》 被引量: 2发表: 2007年 Role of perceived brand globalness and localness in developing consumer word-of-...
Viacom: Brand Index: A list of the unique and varied brands in the Viacom family. (2008). Retrieved from Viacom’s websitehttp://www.viacom.com/ourbrands/brandindex/Pages/default.aspx. Vincent, R. C. (1989). Clio’s consciousness raised? Portrayal of women in rock videos, re-examined...
The present research examines the moderating roles of self-construal and brand commitment in brand-situation congruity effects in persuasion. Self-construal refers to how individuals perceive themselves in the context of relationships with others (Singelis, 1994). Individuals with independent self-construa...