..., hindering the development of unified and coherent theories of brand management (MacKenzie, 2003 ; Podsakoff et al., 2016 ; Wacker, 2004). For instance, when items related to differentiation, uniqueness and distinctiveness are collapsed into the same measure of overall differentiation (Mizik...

... use the multidimensional measurement to detect brand hate and better cope with it. Originality/value This study is among the first few attempts to examine the multidimensionality of brand hate and to investigate the variation of emotions in different brand hate levels. This study contributes...

..., meaning and therefore measurement of the focal construct, brand, is unclear. In other words, empirical results throughout the brand literature may apply to “brand” – by one definition or another – but there is no way of knowing which brand interpretation is in use. Originality/value A large part...

... Measurement Brand transgression Moral judgement Brand anthropomorphism Crisis management 20 11 2018 16 02 2019 06 09 2019 08 01 2020 21 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Often times, we...

...Amélie Guèvremont Purpose There is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to conceptualize the construct of brand hypocrisy from a consumer perspective and develop a scale to measure...

... 2018 08 10 2018 09 10 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Brand associations Brand equity Brand image Measurement Brand performance Brand choice The empirical research confirms the importance of positive...

...Lia Zarantonello; Simona Romani; Silvia Grappi; Richard P. Bagozzi Purpose – This study aims to investigate the nature of brand hate, its antecedents and its outcomes. Design/methodology/approach – The authors conduct two quantitative studies in Europe. In Study 1, a measure of brand hate...

... of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop...

...Sarah Maxwell; Hooman Estelami; Juan (Gloria) Meng; Suzanne Altobello Nasco Purpose The purpose of this paper is to apply Lichtenstein et al.'s price perception model to American, Chinese and Japanese cultures, to test the measurement equivalence across three cultures, and to compare...

...Oliver Gupta Intellectual capital Intangible assets Measurement Brand management Recent and now fairly advanced thinking on “intellectual capital” (IC) is rarely used within the field of brand management and the wider discipline of marketing. Yet the terminology of IC may...

... an instrument to measure corporate reputation. The instrument can be used to track the evolution of the corporate reputation of a firm over time. Discusses other implications in terms of the role of the “halo” effect on corporate reputation and indicates directions for future research. Consumer attitudes...

...Lynn Langmeyer; Matthew Shank Uses a qualitative research method (depth interviews) to examine the multidimensionality of beauty and then uses a quantitative research technique (factor analysis) to propose a scale to measure beauty. Based on the results from these procedures, concludes that beauty...