... product. Design/methodology/approach In three studies, oversatiation was measured or experimentally induced by having participants drink (too) much mineral water. Subsequently, participants watched advertisement of mineral water brands and control brands. Evaluations of the brands, buying intentions...

... these variables. Brands Brand relationships Trust Brand loyalty Brand evaluation Consumer satisfaction © Emerald Group Publishing Limited 2015 This study is also using attitudinal and behavioural components to conceptualise and measure brand loyalty. Consumers assess the brands...