...Yuri Seo; Margo Buchanan-Oliver Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several...

... of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality. Originality/value – The model provides a good explanation of a university brand image, and perceived service quality was found playing an important role in this model...

...Cigdem Basfirinci Purpose – The purpose of this study was to explore whether and to what extent brand origin associations transfer to brand personality (BP) perceptions. Whether and in which ways product involvement and familiarity have some moderating effects on this relationship was also...

...Xiao Tong; Chunxiao Li Purpose – This study aims to investigate the effect of brand personality and consumer ethnocentrism on perceived quality and purchase intentions in China's sportswear market. Design/methodology/approach – In order to examine and compare the effect of brand personality...

...Kim-Shyan Fam, Ernest Cyril de Run and Paurav Shukla; Amjad Shamim; Muhammad Mohsin Butt Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology...

..., the results suggest a good validity of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality. Originality/value The model provides a good explanation of a university brand image, and perceived service quality was found...

...Angelina Nhat Hanh Le; Julian Ming Sung Cheng; Yueh Hua Lee; Megha Jain Purpose The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming...

...Nitin Gupta Purpose This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market (India). Further, the paper aims to investigate if predisposition towards foreign brands (acting as a proxy...

... and local brands co‐exist in many regions of the world today, this study, by examining two Asian cultures, examines the impact of personality traits and values on individuals' intentions to purchase global versus local brands. The authors also investigate the role of priming (local versus global cues...

...Yi‐Long Jaw; Ru‐Yu Wang; Carol Ying‐Yu Hsu Purpose Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets...

...Paul C.S. Wu; Yun‐Chen Wang Purpose Based on message source theory, the purpose of this paper is to use positive electronic word‐of‐mouth (eWOM) settings to examine the influence of message source credibility on brand attitude (brand trust, brand affection, and purchase intention). The current...

... choose to strongly communicate new or updated image‐related drivers such as the “values” and “personality” traits of the new brand, as well as the rationale for the change (Muzellec and Lambkin, 2006). As awareness is one of the key components of brand equity (Aaker, 1991), creating rebranding awareness...

...@adelaide.edu.au © Emerald Group Publishing Limited 2011 Australia Consumer behaviour Racial discrimination Brands Ethnic minorities The growth of minority ethnic groups in Australia is widely recognised. Since the eighteenth century, people from both developing countries and developed...

... stimulus, on brand attitude for advertisements that require little effort to process; focusing on positively framed advertisements. Design/methodology/approach This paper suggests a model on the effects of positive and negative association on brand attitude and tests it using partial least square...

...Kandapa Thanasuta; Thanyawee Patoomsuwan; Vanvisa Chaimahawong; Yingyot Chiaravutthi Purpose The purpose of this paper is to quantify the value of brands and countries of origin in monetary units. The automobile industry in Thailand is chosen because of the variety of brands and the intense...

...Paurav Shukla; Zhongqi Jin; Bal Chansarkar; N.M. Kondap Purpose The study aims to examine the usefulness of the brand origin concept in shaping the perceptions of Indian consumers. Design/methodology/approach Guided by recent advance in social identity theory and social motivation theory...

... grocery brands. Second, Chinese consumers believe it is important to buy local brands for a range of Chinese‐style and Western‐style product categories. Third, however, the stated preference for Chinese brands was generally not reflected in actual purchase behaviour. Research limitations/implications...

...Hans Joachim Fuchs Posits Asian countries have to redefine their competitive strategies and adjust their industries to the new situation that is happening in Europe. States Asian companies in the European climate require a new brand management approach, whereas in the USA 60 per cent of imported...

... theories of judgement research and consequences for marketing. © MCB UP Limited 2001 China USA National cultures Self‐esteem Tests Brands Overconfidence in Memory for Brand Information: A Cross-National Study by Elizabeth Cowley, School of Marketing, University of New South Wales...