... responsibility Moral identity Attribution of motivations Brand equity Logo equity Social responsibility Labeling Fast-moving consumer goods Product image Brand image Product management The prevalence of consumer products featuring certified “ethical” labels has increased subsequently worldwide...

...Sayuri Wijekoon; Aron O'Cass; Mahdi Vesal Purpose This study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs). Design/methodology/approach...

...Prathamesh Kittur; Swagato Chatterjee Purpose The study aims to explore the role of reliance and brand image (goods-based and service-based) in risk perceptions related to business-to-business (B2B) purchases. In particular, time risk (TR), performance risk (PR) and financial risk (FR) has been...

...Eric Van Steenburg; Francisco Guzmán Purpose The purpose of this paper is to investigate whether voters consider a candidate’s brand image when evaluating election alternatives. That is, how prominent a role does the candidate brand image have in the decision-making process? As election outcomes...

... of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully. Gender Brand image Brand strategy Brand names Brand personality Brand gender Brand gender has recaptured scholars’ attention in recent years. Grohmann (2009 , p...

... toward the acquisition significantly. There are limitations in the generalizations of the findings due to its reliance on a single country (China) and one industry (home appliances). First, engaging in cross-border acquisitions significantly enhances the brand image of the acquirer brand...

... and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed...

... and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. Design/methodology/approach The study is based...

... robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category knowledge. Design/methodology/approach This paper examines brand image associations for 27 brands in three product categories using marketing field data. The authors apply a quasi...

... Limited 2015 Brands Advertisements Investments Brand image Product image Marketing researchers as well as executives (Bobinski and Ramirez, 1994 ; Karrh, 2004 ; Kotler et al., 2004) are increasingly interested in how firms can advertise themselves to investors. What fuels...

... that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters. © Emerald Group Publishing Limited 2015 Brand gender Brand image Marketing communications Brand names Sound symbolism Consonants in brand...

...Ibrahim Abosag; Maya F. Farah Purpose – The purpose of this paper was to examine the influence of religiously motivated boycotts, such as the one conducted in Saudi Arabia against Danish companies, on corporate brand image, customer loyalty and product judgment. Despite a growing research...

... at: uorth@ae.uni‐kiel.de © Emerald Group Publishing Limited 2013 Attractiveness Brand personality Congruence Design Packaging Touch Water Brand image Brand management Have you ever looked at a package that seemed to hold exactly what you were looking for in a brand but once you...

... different imageries that lead to different effects in brand attitude and brand loyalty. Findings from this study add to the understanding of the consumption of luxury brands. © Emerald Group Publishing Limited 2012 Brand image Brand loyalty Luxury brands Premier brands Self‐congruity Brand...

... of aesthetic expression as involving artistry, intention and imagination to reveal the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied...

... identity system, the more favorable brand image consumers have toward the company and its offerings. Practical implications Marketers should study and understand consumer superstition when attempting to build consumer‐friendly, culturally‐robust, and trouble‐free brands in the marketplace. Managerial...

...David M. Woisetschläger; Manuel Michaelis Purpose Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic...

... attributions Brand credibility Brand image Brand management 1. Carroll's pyramid conception of CSR (Carroll, 1991); and 2. Brown and Dacin's (1997) bidimensional model of Corporate Associations. By one hand, Carroll's proposal (Carroll, 1991) conceives CSR as a construct formed...

...Hsiang‐Ming Lee; Ching‐Chi Lee; Cou‐Chen Wu Purpose The purpose of this study is to examine the relationship between the variance of two brand images and dimensions of brand equity after M&A, especially when the acquirer‐dominant is affiliated to a weak brand image and the acquired one has...

... brand influence on consumer purchase behaviour of CBPs. This research seeks to examine the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non...