... the independent variable is the ingredient brand exemplar reminders, and the dependent variables are brand extension attitude and new product evaluation. The research framework also incorporated brand strength, knowledge of the new extension product and similarity as moderating variables. Findings This study...

... as the moderating effect of brand strength in the context of purchasing utilitarian products. Design/methodology/approach Two studies were conducted. Study 1 used a laboratory experiment (n = 160) to test the effects of design sources on perceived self-improvement, perceived uncertainty and purchase intention...

...’ responsible and active personalities compared to non-CSR communication. However, changes in brand personalities were contingent on CSR manipulations (smaller vs larger CSR spending) and initial brand strength. Brands that lacked strongly responsible and strong active personalities experienced an improvement...

... factors the congruence between symbolic product design and product category, the level of product involvement as well as brand strength. Design/methodology/approach In an experiment of 490 participants, consumers are confronted to different symbolic product designs connotations. Based on the cognitive...

... intentions. It also aims to examine the underlying mechanism for attitude formation towards new brand extensions using processing fluency theory and the moderation of brand strength. Design/methodology/approach – A 2 (brand design consistency: high vs low)×2 (category design consistency: high vs low)×2...

...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Anne Rindell; Oskar Korkman; Johanna Gummerus Purpose The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength. Design/methodology/approach By employing a qualitative approach, data...