...., 2024 ; Miceli et al., 2020). Scholars suggest that storytelling facilitates connections with consumers (Delgado-Ballester, 2021), generates consumer engagement (Kaczorowska et al., 2024) and enhances consumer purchase (Júnior et al., 2023). Brand evaluation Sensory...

...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...

.... Thomas M. Hickman can be contacted at: tom.hickman@washburn.edu 07 05 2021 22 08 2021 25 08 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Values Sustainability Brand trust Brand image Social responsibility Brand...

... 29 05 2020 01 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand identification Packaging Brand communication Consumer behavior Brand evaluation Product quality Information processing Consumer psychology A total...

...-use rights only Brand salience Brand attitude Non-profit Charities Donor decision involvement Brand evaluation Brand choice Cause-related marketing Donor acquisition Not-for-profit marketing Growth in the non-profit sector looks very optimistic, with some predicting a potential...

... 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...

... Failure Brand evaluation Forgiveness Service failure Brand relationships Brand personality Corporate branding Judgment and decision making Brand failures – or violations of implicit or explicit brand performance expectations (Cheng et al., 2012 ; Metts, 1994 ; Donovan et al...

... 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...

... of risk stock. 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...

... of cognition and emotions (Weiner, 1980 ; Schwarz, 2000 ; Han et al., 2007). We contribute to this line of literature by examining whether and how the perceived diagnosticity of negative brand publicity and brand-related emotions affects consumer responses, including brand evaluation and purchase...

...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...

... attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context. Neuroscience Brand evaluation Regression analysis...

..., we investigate the impact of other factors special to multiple-brand alliances, while controlling for others, to the extent possible. In multiple-brand alliances, factors such as product and brand fit among multiple partners may have an impact on brand evaluation. We focus on three important...

... Quality Brand evaluation Consumer behaviour Agro-food marketing It is not always easy for consumers to select a bottle of wine. In hypermarkets, for example, any given product category typically provides around a dozen brands from which the consumer can choose. However, regarding wine...

... with estimates of the value that might be created in the future. Don Schultz can be contacted at: dschultz@northwestern.edu © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Brand evaluation Consumer brand equity Financial brand equity...

...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...

... familiarity, attachment and surprise when a radical logo change takes place within a company. Julien Grobert can be contacted at: julien.grobert@iae-toulouse.fr © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Values Brand evaluation...

... information about the brands (e.g. recommendations, critics, opinions, etc.) openly and instantly. Saeed Shobeiri can be contacted at: saeed.shobeiri@usherbrooke.ca © Emerald Group Publishing Limited 2016 Consumer behaviour Brand evaluation Brand communities The second dimension...

... 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...