... abstract and concrete ad appeal. Brand extension Advertising appeals Construal level theory Brand image In brand extension, a high-fit extension occurs when brands enter a new category that is perceived as relatively similar to the original category (Chun et al., 2015 ; Su et...

...Richard Huaman-Ramirez; Dwight Merunka Purpose This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines...

... between brand image developed by corporate sponsorship and established brand concept. Design/methodology/approach Two separate studies were conducted. Study 1 aimed to test the main effect of two types of corporate sponsorship on consumer responses to the brand and the mediating role of brand image...

...Eunjoo Cho; Ann Marie Fiore; Ui-Jeen Yu Purpose This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand...

... influence the perception of brands from the immigrants’ home country – which immigrants often use as a cultural anchor. Design/methodology/approach Using Aaker’s (1997) brand personality scale as a measure of brand image, the authors gather data from Mexico City and the Dallas/Fort Worth metropolitan...

...Eunjoo Cho; Ann Marie Fiore Purpose – The purpose of this paper is to conceptualize the holistic nature of brand image for fashion-related products and to complete the initial stage of scale development, determining content validity, for a new brand image measure. Design/methodology/approach...

...Emmanuel Chéron; Florian Kohlbacher; Kaoru Kusuma Purpose This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims...

... to engender favourable web site attitudes and customer loyalty outcomes. Practical implications Multi‐channel retailers should carefully consider the degree to which consumers perceive the web site and its performance to be congruous with the retailer's brand image which appears to influence how...

... Humour Consumer behaviour Advertising Brand image The use of parody to improve the effectiveness of an advertising campaign is certainly nothing new. In its traditional aspect, parody in advertising is one of the numerous ways to create funny advertising messages. The principal intention...

... Publishing Limited 2010 --> Brand image Storytelling Marketing Chapter 4 is all about “Crafting a Backstory People Care About”. It is about characters, challenge, vision, conflict, and triumph. It is about the passionate enthusiast, the inspired inventor, the smart listener, the likeable...

... of such differentiation (van Ittersum et al., 2003). Johan Bruwer can be contacted at: johan.bruwer@adelaide.edu.au © Emerald Group Publishing Limited 2010 Brand image Regional marketing Wines An executive summary for managers and executive readers can be found at the end...

.../methodology/approach A total of 272 surveys measured subjects' self‐image perceptions and subjects' perceptions of brand personality and user‐imagery. Congruence measures were used as indicators of the difference between respondent self‐image and each brand's image, and served as independent variables...

... of the antecedents and consequences of trust or the impact of trust as a mediating variable in an exchange system (Aaker, 1991 ; Gundlach and Murphy, 1993 , Keller, 1993). © Emerald Group Publishing Limited 2009 Brand image Brand management Trust Brand equity Quality An executive summary...

..., and predict that: Kyoung‐Nan Kwon can be contacted at: kwonky@msu.edu © Emerald Group Publishing Limited 2008 Brands Perception Brand image Purchasing Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article...

...Eva Martínez; Leslie de Chernatony The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389...

...Richard C. Leventhal Martin   Lindstrom and Patricia B.   Seybold . BrandChild . London, UK : Kogan Press   2003 . 321 pp.   $39.95 US (hardcover) © Emerald Group Publishing Limited 2004 --> Marketing strategy Brand image Children (age groups) Consumers...

...A. Belén del Río; Rodolfo Vázquez; Víctor Iglesias This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification...

... these issues resulted in this study. This study was set up to answer the preceding questions: to investigate the phenomenon of the functionality or the symbolism of brand image and to develop scales that would help classify a brand as functional or symbolic. Apart from the theoretical contributions...

.... Then, subjects were asked to evaluate the brand on the same scales used in the first case scenario. © MCB UP Limited 1997 Brand equity Brand extensions Brand image Brand extension has been hailed as the way to achieve growth in a cost‐controlled environment (Tauber, 1988). By capitalizing...

..., the similarity between different brands is not unlike the similarity between various brands of gasoline. They have become commodity items. The only strong differentiation is based on the brand image. As an example, the IBM ValuePoint and PS/2 models used to be practically identical with an Intel 486 DX4 chip...