The Effect of brand gender on brand equity. Psychol. Mark. 31, 371-385. http://dx. doi.org/10.1002/mar.20701.Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J.R. and van Tilburg, M. (2014), "The effect of brand gender on brand equity", Psychology & Marketing, Vol. 31 ...
Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. The aim of this study is to explore the antecedents variables effect e.g. (satisfaction and brand identification) on brand love and the...
Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related...
Q1. What is the effect of brand gender on CBBE on Facebook? Q2. Is the relationship between brand gender and CBBE mediated by CBE on Facebook? Q3. Does love towards the brand have a relevant mediating effect on the relationship between brand gender and CBBE on Facebook? The remainder of...
but no gender differe but no major breakthr but no notes but no one answered but no plans but no scent but no true plants but nobody said the s but nodded her head but not a country but not affable but not any more but not arrogant but not as graphic but not be explained but not...
The effect of brand identity on repurchase intention was significant with both family and peer effects, but not without them, and neither effect moderated the relationship. The effect of brand-lifestyle congruence on brand satisfaction was statistically significant with and without family effect, and ...
This paper examines the effect of brand attachment and its antecedents on commitment, satisfaction, trust, and brand equity in the context of higher education institutions. The findings from an online survey with students and recent graduates (n = 605) in the United States indicate that brand mea...
However, the success of brand extension strategy depends on proper implementation. To do this, the factors that have effect on brand extension strategy must be appropriately determined. In this study, it is tried to assert whether consumers' perception of high brand equity has an effect on ...
on a quantitative study, the results show that brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also shows that intellectual experience triggers brand equity...
(Portugal) was dedicated to the choice of brand identity signs in mergers. Her research interests include brand identity, brand gender, social media branding, and consumer behavior. Her previous work was published in several international journals and presented at conferences. She is co-author of ...