... image, brand reputation and consumer values, this study creates a conceptual foundation for the emergence of VB PL brand reputation within a multiple-tier brand portfolio among consumers and examines the emergence of such reputation empirically using interpretive exploratory qualitative laddering...

... of money Consumer values Brand equity The concept of brand love has proven to be a useful theoretical lens for understanding a variety of brand-related outcomes, including brand preference, brand loyalty, brand co-creation and online brand communities (Ahuvia , 2005, 2015 ; Bigne et al...