.... Findings The results reveal a value-driven, low-interaction pathway of brand equity formation. Specifically, perceived community value initiates both affective and experiential mechanisms, which jointly influence brand image and trust perceptions and foster long-term commitment. Rather than being passive...

...Tri Cao; Tien Hoang Nguyen Purpose This research examines how TikTok advertising content influences consumers’ purchase intention, highlighting the mediating roles of brand awareness and brand image, and the moderating roles of age and income groups. Design/methodology/approach Data were...

...Muchammad Saifuddin; Sri Hartini; Sony Kusumasondjaja; Lia Febria Lina Purpose This research investigates the impact of green marketing, halal labels and the mediating effect of brand image on the consumer purchasing behavior of modern herbal medicinal products (HMP). Design/methodology...

... technology adoption and brand engagement, particularly in the context of NFT adoption. Perception of advantage Technology adoption propensity (TAP) Technology readiness Brand image Brand engagement The Taiwan hotel industry is known for its high level of competition, with hotels constantly...

... developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value. Design/methodology/approach A survey...

...Anis Ur Rehman; Yasir Arafat Elahi Purpose The present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands. Design...

... the effect of country-of-origin image, brand image and attitude towards the brand on the purchase intention of smartphone users. Design/methodology/approach An empirical study was performed based on the information gathered from smartphone users. The structural equation modeling (SEM) technique...

... flatness on consumer perceptions and brand attitudes. Findings Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image...

...Gunjan Malhotra Purpose This paper aims to understand two-wheeler consumer retention behavior by examining their perception of service evaluation variables (such as service quality, perceived product quality and perceived consumer value), brand image and consumer empowerment that may trigger...

... awareness Brand image Hong Kong Consumer–brand engagement (CBE) is an area of marketing research attracting substantial interest (Dessart et al., 2015 ; Dessart, 2017 ; Harmeling et al., 2017 ; Hollebeek et al., 2019 ; Maslowska et al., 2016). Reportedly...

... effects of brand image and customer trust on the relationship between CSR and customer behavioural loyalty are also considered. Design/methodology/approach In total, 298 valid responses to questionnaire surveys were collected from a convenience sample in China in 2017. A structural equation model...

...Hongjoo Woo Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics...

.... The findings hold important implications for marketers and academics. Originality/value This study makes original contribution to the body of knowledge in the services marketing sector by investigating the effects of service quality and trust through the mediation of customer satisfaction and brand image...

... regarding CSR activities. H4. Perceived brand quality will have a stronger effect on brand preference than CSR schemes. Thailand Banks Brand image Corporate social responsibility Consumer behaviour To answer the question posed by Sen and Bhattacharya (2001) several studies...

...Yamen Koubaa Purpose The purpose of this paper is to explore the impact of country of origin (COO) information on brand perception and brand image structure. Design/methodology/approach Through an analytical review, research hypotheses were built. An empirical investigation was carried out...

... 2007 Brand image Advertising China Marketing In mainland China, millions of people have moved up into a new middle class. They are “real spenders”, people who get rich quick, can afford brand‐name products and are willing to pay more for them (Hargrave‐Silk, 2002...

... low levels of ethnocentrism among respondents, and results indicate CET had no effect on brand preference or purchase intention. © MCB UP Limited 2002 Consumers Brand image Singapore Understanding the Younger Singaporean Consumers Views Understanding the Younger Singaporean Consumers...