... satisfaction (Clerfeuille and Poubanne, 2003). An executive summary for managers and executive readers can be found at the end of this article. Customer satisfaction Expectation Affective psychology Product positioning Repeat buying As noted by Olshavsky and Kumar (2001) , “meets...

... (hardback); 0‐7656‐1112‐0 (paperback)   $ 79.95 (hardback), $ 32.95 (paperback) © Emerald Group Publishing Limited 2005 --> Advertising Brands Repeat buying The past decade has seen a true avalanche of studies on brands and branding, and this has indeed become one of the best...

... loyalty Repeat buying Buying behaviour Investors stocks and shares An executive summary for managers and executive readers can be found at the end of this article . The role of the brand and brand building has changed significantly over the past two decades. While the 1980s may...

... This article proposes a model that attempts to reconcile the theories of “brand equity” and “double jeopardy”. It is suggested that both theories are correct and that consumer attitudes and repeat buying are both directly (double jeopardy effect) andindirectly (brand equity process) related to brand...

... the brand equity?" Your answer to this question may be worth millions. Elinor Selame is President of BrandEquity International, Boston, MA and President of the Package Design Council International. 28 Brand loyalty Brand names Brand valuation Repeat buying USA Case studies © MCB UP Limited...