...Cleopatra Veloutsou; Estefania Ballester Purpose The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any brand...

...Cristina Calvo-Porral; Jean-Pierre Lévy-Mangin Purpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands...

...Paul Schreuder; Marcel Zeelenberg; Tila M. Pronk Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most...

... and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances. Findings Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s...

...Andreas Aldogan Eklund; Miralem Helmefalk Purpose The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach This paper performs a literature review...

...Jennifer A. Espinosa; David J. Ortinau; Nina Krey; Lisa Monahan Purpose The purpose of this paper is to study how repeat customers utilize their established overall restaurant brand image (ORBI), overall restaurant loyalty, satisfaction and behavioral intentions (revisit, recommend) to reengage...

...Mayoor Mohan; Kevin E. Voss; Fernando R. Jiménez; Bashar S. Gammoh Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899...

...Sam O. Al-Kwifi Purpose The purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to study brain activity during the decision-making process. Most of the literature shows...

.... Somehow (and this is not explained) the successful German brands adhere to practices and symbols that are consistent with the image of the country itself. Each contributes to the other. On p. 255, starting a far too short three-page section entitled “Afterword” the author summarises what has been...

.... © Emerald Group Publishing Limited 2014 --> Marketing Brands Defence Drawing on his own wide practitioner and academic experience, Tim Calkins reflects on why defence of brands seems to get less coverage in the literature than attacks on brands. He shows us...

...David Strutton; Widyarso Roswinanto Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore...

...Yi Sheng Goh; Veena Chattaraman; Sandra Forsythe Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers' product attitudes and purchase...

...Bruno Godey; Daniele Pederzoli; Gaetano Aiello; Raffaele Donvito; Klaus‐Peter Wiedmann; Nadine Hennigs Purpose The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach...

...K.B. Saji; Bikram Jit Singh Mann; Mandeep Kaur Purpose The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables. Design/methodology/approach Based on the literature review, a more comprehensive list of branding strategies...

...K.B. Saji; Kalpana Chauhan; Anandan Pillai Purpose The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement...

...Francisco Guzmán; Oriol Iglesias; Eric Van Steenburg Purpose The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing. Design/methodology/approach The research uses three...

...Bikram Jit Singh Mann; Reena Kohli Purpose The paper seeks to assess the impact of brand acquisition announcement on the wealth of the acquiring company's shareholders in India. Furthermore, announcement returns have been assessed and compared across FMCG versus pharmaceutical brand acquisitions...

...Vijaykumar Krishnan; James J. Kellaris; Timothy W. Aurand Purpose Auditory branding is the association of a non‐verbal, auditory identity for a brand. Sonic logos, or “sogos,” are a key element of sonic branding. This paper seeks to examine the systematic influence of an objective property...

...Jean Suvatjis; Leslie de Chernatony; John Halikias Purpose The purpose of this paper is to address the issue of corporate identity modeling. Corporate identity is an abstract concept that takes many forms, from the brand and logo, to the product and the company's reputation. One of the keys...

... is to hypothesize that in comparison to men, women will report higher levels of brand commitment, hedonic consumption, and impulse buying. Design/methodology/approach In total, 257 students (153 males and 104 females; M age=29.9, SD=6.7) completed questionnaires. Findings As hypothesized, women had higher...