... with a mediating effect from brand image and moderating effects from publicity intensity and consumer skepticism. Design/methodology/approach The data were collected via a survey administered in China, which yielded 526 valid responses from 568 respondents. Hierarchical regression was performed to verify...

... relevant, valuable and credible social media posts affect sports consumers’ brand awareness, brand attitude and brand images as well as how these effects ultimately influence their purchase decisions. Design/methodology/approach A total of 458 respondents who use social media platforms to access sports...

... “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity. Research limitations/implications This study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified...

... rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low). Design/methodology/approach This research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from...

...Paula Arbouw; Paul W. Ballantine; Lucie K. Ozanne Purpose The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper examines consumer responses to ad–brand incongruity and tests...

... and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets...

... are analyzed using a variance-based structural equation modeling. Findings The relationship of advertising skepticism with attitude toward brand is negative and partially mediated by the sequence of brand image, advertisement believability and attitudes toward advertisement. In contrast, the relationship...

... recalled teams, in both aided as well as unaided recall. Thus, the Mumbai Indians were selected for further investigation. Relatedness Brand image Customer-based brand equity Concurrent sponsorship “Sponsorship is an investment, in cash or kind, in an activity, in return for access...

...Abubakar Mohammed Abubakar; Mustafa Ilkan; Pinar Sahin Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender...

... planning in the pursuit of higher levels of consumer commitment to their brands. © Emerald Group Publishing Limited 2014 Brand image Commitment Consumer behaviour Buyer-seller relationships Asia dominates luxury brand consumption, especially Japan and China (Debnam and Svinos, 2007...

...T.C. Melewar; Bang Nguyen; Temi Abimbola; Simone Guercini; Silvia Ranfagni Purpose The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted...

.... This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which e‐WOM among consumers can influence brand image and purchase intention in the automobile industry. Design/methodology/approach...

... interviews were conducted with 22 experienced tea distributors and managers of Ahmad Tea in the Confederation of Independent States. Findings The findings show that a positive country of origin effect can have a positive impact on a global brand image transcending any negative connotations that a brand...

... to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image. Originality/value This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect...

... and meaningful data that have offered a deeper and richer insight into the image of the Forest of Dean. Practical implications The paper has provided important data from which new competitive brand image strategies can be developed for the destination. The paper also provides a first step towards...

...Rodoula H. Tsiotsou; Vanessa Ratten; Girish Prayag Purpose The purpose of this paper is to assess the brand image of Cape Town as a tourist destination using a progressive method of unstructured and structured techniques such as word association and free association. Design/methodology/approach...

...An‐Tien Hsieh; Chung‐Kai Li Purpose The purpose of the paper is to investigate the relationship between customer perceptions of public relations (PR) and customer loyalty; to test for the moderating role of brand image in that relationship. Design/methodology/approach Data were collected...

... Brands Brand image Consumer behaviour International marketing Imagination Brand marketing has been growing into a global practice, and such brands as Nike, Louis Vuitton, Lexus, Intel, iPod, Hallmark, and Starbucks are now household names at a global level. Amid the progress...

... needs, is examined. The issue of the optimal presence for the house brand Nestlé is raised. © MCB UP Limited 1998 Brand equity Brand image Brands Food industry Marketing communications Product management The reasons behind the trend for many multi‐category organisations...

... (see Figure 3). © MCB UP Limited 1997 Automotive industry Brand image Japan Product positioning Strategic marketing Rover Group The charge of the Light Brigade and the battlefield at Thermopylae are apposite images when considering a plan to market small cars in Japan. Each...