... and globalism) and social categorization tendencies (in-group support and perceived out-group rejection) condition the relationship between local food attitudes and host-country food brand preference. Design/methodology/approach This study uses a survey-based design using data collected from digital nomads...

... in brand names influenced gender perceptions of brand name pronunciation. Experiments 2 and 3 examined whether nasal codas in brand names influenced brand warmth and brand preference, respectively. Experiment 4 examined the moderating role of product type in the relationship between nasal codas in brand...

... that such alliances between idols and brands enhance fans’ perceptions of brand coolness and strengthen their satisfaction with the idol-brand relationship. These factors, in turn, positively affect brand preference, which subsequently drives brand advocacy. Furthermore, accounting for individual differences...

... and corporate reputation and the moderating effects of brand preference and corporate social responsibility-brand fit. Design/methodology/approach Using data from 395 consumers of the Chinese sports brand Hongxing Erke, a structural equation model was employed to test the proposed hypotheses. Findings...

... by consumers and their implications for branding efforts, namely, brand attitude and brand preference. Design/methodology/approach Four experimental studies examine a variety of roasting-type posts against non-roasting control posts, controlling for a set of covariates and alternative explanations...

...Yaoqi Li; Chun Zhang; Lori Shelby; Tzung-Cheng Huan Purpose This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown...

... four consumption categories Self-categorization (self-transformation) group has high (low) level of product consumption, but low (high) in all three other categories. This research presented four invisible identities that are visibly different in terms of life satisfaction, religious brand preference...

...Enav Friedmann; Oded Lowengart Purpose This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming...

... to consumers to examine whether the style of brand storytelling can moderate brand preference. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Experiment 1 investigated the effect of envy on consumer evaluations of an advocated brand, through viewing a series...

... preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage...

...Daniel Howard; Roger Kerin Purpose – A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match...

... will vary depending on the level of consumer wine knowledge. Johan Bruwer can be contacted at: Johan.bruwer@adelaide.edu.au Country of origin Brand preference Brand loyalty Japan Market segmentation Objective knowledge Subjective knowledge Wines Consumer behaviour H3...

...Jing Hu; Xin Liu; Sijun Wang; Zhilin Yang Purpose This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers...

...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Ahmed Alamro; Jennifer Rowley Purpose This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan. Design/methodology/approach A questionnaire‐based...