...Tracie Tung; Franck Vigneron Purpose The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Design/methodology/approach...

...Muhammad Sabbir Rahman; Md Afnan Hossain; Mohammad Tayeenul Hoque; Md Rifayat Islam Rushan; Mohammad Iftekhar Rahman Purpose The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand...

... Consumer behaviour Clothing Brand awareness Women A brand is: […] a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors (Kotler, 1991, p. 442...

... among brands and find what he or she is looking for (Frastaci, 1999). Brand awareness Perception Students Buying behaviour Customer orientation Mexico © Emerald Group Publishing Limited 2008 Min‐Young Lee can be contacted at: mlee6@uky.edu These arguments apply to Mexican...

... Consumer psychology Brands Clothing Premium products Brand awareness National brands such as Mexx, Guess, and Ralph Lauren are very much present in the ready‐to‐wear clothing industry. Brand names are powerful sources of inferences concerning the quality of products (prestige, durability, etc...

... need to pay attention to product quality and how brand identity is interpreted within Chinese culture. United States of America China Brand awareness Brand identity Consumer psychology Marketing Over the past two decades, the Chinese economy has grown more than three times as fast...

... to the relationship between young school children and branding. The findings indicated that brand recognition commences at an early age with older age groups having greater brand awareness. Differences in the perceptions of parents and their children towards brands were identified, with parents expressing...