...Mijka Ghorbani; Arne Westermann Purpose This study aims to explore consumers’ perspectives on how packaging plays a role in their consumption experience and how it contributes to the formation of brand images. By adopting a consumer’s perspective, the authors identify the criteria that consumers...

...Madison Renee Pasquale; Luke Butcher; Min Teah Purpose Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food brands utilize cues and their relative proportions...

... using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand. Findings Consumer-brand congruence mediates the path from cause-brand congruence...

... responsibility, brand image and advertising (accounting for 18% of occurrences). Thematic clusters are groups of keywords that are related to each other based on how often they appear together in the text (van Eck and Waltman, 2017). Six thematic clusters were identified and categorized (Figure 3 and Table 1...

...’ knowledge, this study might be the first to increase the understanding of how a VB premium PL brand reputation emerges and accumulates from brand images within a multiple-tier brand portfolio. Values refer to mental representations of believing a particular condition is desirable (Wilkie, 1986...

...Le Nguyen Hoang; Le Thanh Tung Purpose The moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction...

... of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context...

...Denise Linda Parris; Francisco Guzmán Purpose This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore...

... Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media Brand image Political orientation Corporate political advocacy Online protest In recent years, researchers have noted a new trend whereby companies weigh in on divisive political issues. For example...

.... As professionals’ self-perceived expertise in sustainability increases, their perception of both (a) altruistic and (b) strategic brand motives increase. Thomas M. Hickman can be contacted at: tom.hickman@washburn.edu Values Sustainability Brand trust Brand image Social responsibility Brand...

... of the benefit. 09 06 2019 04 09 2019 04 03 2020 04 08 2020 08 12 2020 15 03 2021 20 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Brand image Measurement Typology Consumer brand equity Brand associations...

... the negative effects of the product recall and to speed up brand image recovery. There is another effect that may let managers refrain from offering full remedy if the severity and the number of incidents are low. A full remedy could signal that the failure magnitude is worse than expected and raise...

...), destination brand quality (DBQ), destination brand image (DBI), psychological engagement (PE) and DBL. Design/methodology/approach Based on the Stimulus–Organism–Response theory and buyer black box model, this study developed a framework to address tourists’ loyalty towards ecotourism destinations...

... by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event. Originality/value This study addresses a call to go beyond exploring the brand image of the sponsoring...

..., reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes. Practical implications Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential...

... the literature are vitiated. John F. Gaski can be contacted at: jgaski@nd.edu 20 11 2018 06 05 2019 31 07 2019 11 11 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand name Brand image Measurement Co-branding Brand...

... firms could present emotional or rational brand identities depending on their consumers’ CS to increase the effectiveness of their messaging to build stronger brand images that increase the perceived value of the brand. These findings could have important implications for market segmentation...

... et al., 2017 ; Kumar et al., 2017). All in all, an increased knowledge about the effects that sustainable practices and innovation may exert on store equity through brand image, brand awareness and perceived quality is a key element to orient the strategic management of retail store...

... 29 12 2018 09 04 2019 17 07 2019 18 07 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Brand communication Social media Brand image Social marketing Brand management Integrated marketing communications Delphi study...

... Emerald Publishing Limited Licensed re-use rights only Brand image Fake news Denialism Brand protection Brand safety False advertising Health and beauty advertising Information transparency “Eat your Spinach; it’s high in Iron.” Most people have heard something along...