...Rachel Fuller; Lara Stocchi; Thorsten Gruber; Jenni Romaniuk Purpose Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness...

... at: daaker@prophet.com 22 07 2018 23 07 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Branding Brand loyalty Brand awareness The conventional marketing strategy is to engage in what I call brand preference competition, which...

... Brand awareness Brand orientation Brand uniqueness Formalisation Mediated moderation Brand management is a fundamental yet challenging task. The literature is replete with examples of the failures of some firms in driving the market success of their brands (e.g. Apple Newton, Harley Davidson...

... relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory...

... was designed to identify the antecedents affecting brand orientation from the aspect of organizational culture. Brand orientation Strategic orientation Brand performance Internal branding Brands Brand awareness Taiwan The brand, an important strategic asset for companies, can help...

... on managing brand knowledge structures as a way for improving brand image. © Emerald Group Publishing Limited 2012 Integrated marketing communications Consistency Brand knowledge Brand familiarity Information processing Brand awareness During the last decade, the concept of integrated...

...Ravi Pappu; Pascale G. Quester; Ray W. Cooksey Purpose The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach Brand equity was conceptualized in this paper as a combination of brand awareness...

... invariance, meaning that consumers of two different products interpreted brand trust in the same way. © Emerald Group Publishing Limited 2004 Consumers Brand awareness Product range Consumer behaviour Unfortunately, no research has been conducted to develop a reliable, valid...

... switching cost having less influence. © MCB UP Limited 2003 Product quality Customer satisfaction Customer loyalty Brand awareness The objective of this paper is to test a general model which aims to describe the extent to which customer intention to repurchase a service is influenced...

... into the buyer's considerations. Tries to locate factors influencing the number of alternatives evaluated. Suggests that the size of the “evoked set” is largely determined by the buyer's experience of the buying situation and insight. © MCB UP Limited 1973 Brands Brand awareness Consumer behaviour...