... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand evaluation Sensory marketing Online buying behavior Brand stories Story diagnosticity AI-generated content Experimental design Despite the substantial attention storytelling has received...

...Qiang Xu; Yan Xiong; Yuxiang Shao Purpose Researchers have recently begun to investigate how typographic elements influence brand evaluation. However, little is known about the impact of vintage typography, which embodies both character visual effects and symbolic cultural significance, on brand...

... responsibility Brand evaluation Cause related marketing Professional service provider H3. As professionals’ self-perceived expertise in sustainability increases, their perception of both (a) altruistic and (b) strategic brand motives increase. The literature has identified multiple...

... behavior Brand evaluation Product quality Information processing Consumer psychology Table 1 Preliminary analysis of a dog image on the dog food package f (%) Dog image availability (n = 684) Dog image presented 572 (83.63%) Dog image unavailable...

... the structural model. Finally, we discuss the research implications, study limitations and propose areas of future research. Brand salience Brand attitude Non-profit Charities Donor decision involvement Brand evaluation Brand choice Cause-related marketing Donor acquisition Not-for-profit marketing...

... effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies. Findings Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects...

... as diagnostic of brand performance (Ein-Gar et al., 2011 ; Hart et al., 1990 ; Reis and Knee, 1996 ; Smith et al., 1999). Thus, the present research explored the possibility that brand failures can differentially influence consumer brand evaluations as a function of features...

... a comparative perspective between developing and developed countries. Structural equation modeling was used to test the study’s hypotheses. Findings Country of manufacture was an antecedent of perceived quality and a determinant of brand evaluation in both countries. Price was an antecedent of perceived...

... rights only Latin America Emerging markets Shareholder value Brand evaluation Brand equity Brand performance Investors are increasingly directing attention to stock performance, which has exerted great pressure on companies to deliver value (Young and O’Byrne, 2001 ; Rust et al...

... Emerald Publishing Limited Licensed re-use rights only Brand trust Brand reputation Brand evaluation Brand perception Brand crisis Brand-related emotions Negative brand publicity Perceived diagnosticity Consumers can access an abundance of brand-relevant information from many...

...Nazuk Sharma Purpose This research aims to investigate the impact of incorporating product shadows in brand advertising on consumer brand evaluations. Design/methodology/approach Three studies were designed using experimental approach to demonstrate how the presence of a product’s cast shadow...

... Licensed re-use rights only Neuroscience Brand evaluation Regression analysis Information processing Brand performance Dual processing Implicit attitudes Marco Vriens is the corresponding author and can be contacted at: mvriens@uwlax.edu 02 10 2016 29 03 2017 29 03...

... is the corresponding author and can be contacted at: smishra@ku.edu © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Brand equity (Consumer) Brand evaluation Brand alliances In promoting a new service, it is often difficult to communicate service quality...

... content strategies. Laurence Carsana is the corresponding author and can be contacted at: laurence.carsana@univ-grenoble-alpes.fr © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Quality Brand evaluation Consumer behaviour...

...André Le Roux; Marinette Thébault; Yves Roy; François Bobrie Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and the categorization of counterfeits and imitations. Design/methodology/approach The research design is a 2 × 2 × 2...

... parallel but not equal or equivalent tracks (Leone et al., 2006 ; Ambler, 2000). Figure A1 below shows the difference. Brand evaluation Consumer brand equity Financial brand equity Figure A1 Branded business illustration As shown above, the sum total of the brand...

... School and logo go well together Surprise Have you been surprised by this new logo? (answers: yes, very unpleasantly to yes, very pleasantly) Values Brand evaluation Logo design In September 2015, Google decided to change its logo. Three weeks later, this change...

... with brand and its other consumers helps one to fulfil his/her social desires and gain sociability, approval and prestige. Saeed Shobeiri can be contacted at: saeed.shobeiri@usherbrooke.ca © Emerald Group Publishing Limited 2016 Consumer behaviour Brand evaluation Brand communities...

... be contacted at: rian@apu.ac.jp © Emerald Group Publishing Limited 2015 Emerald Group Publishing Limited Licensed re-use rights only Word-of-mouth Social influence Services Experimental design Brand evaluation An executive summary for managers and executive readers can be found...

... Publishing Limited Licensed re-use rights only Logo design Brand evaluation Brand equity (consumer) An executive summary for managers and executive readers can be found at the end of this issue. A brand’s purpose is to help customers recognize a company’s offer, identify differences...