... of generations who have been born immersed in this technological context to those of other generations. The objective of this paper is to analyze brand image (BI) as determinant of brand attitude (AB), and the moderating effect of brand equity (BE), in the use of online information among millennial shoppers from...

... in nature. The present study adopts a qualitative methodology and fills a gap in the literature. Celebrity endorsement is a common marketing communication strategy for building brand image. Advertisers believe that the use of a celebrity affects advertising effectiveness, brand recall and recognition...

...Jongeun Rhee; Kim K.P. Johnson Purpose The purpose of this paper is to examine how adolescents' self‐concept and brand image congruency are related to their level of liking for an apparel brand. It also aims to examine whether this relationship varies depending on adolescents' gender and identity...

.... In both cases, a qualitative approach based on semi‐focused interviews is adopted. Findings This research contributes to a better understanding of the way children infer brand image from brand character. Second, it highlights a success key factor of brand character: its ability to build a close...

... the brand, and led to increased visitorship and secondary spend, plus additional revenue from sponsorship. Explores the careful reinvention of its brand image that Alton Towers, which is the UK’s leading theme park, has undertaken since 1991: this repositioning is away from its original youth brand image...

..., such as the Tetley Tea Folk, Robertson s Golly, PG Chimps and the Bisto Kids. Instead manufacturers bravely looked to a different communication strategy and opted for more brand image driven advertising. It is a difficult decision for any marketer to make in getting rid of spokespeople with such heritage and brand...

... pro‐actively rather than retrospectively by the client sector. © MCB UP Limited 2000 Result Delivery Accountability Effectiveness Brand Image The Net Generation Keywords: Result Delivery, Accountability, Effectiveness, Brand Image The Net Generation: Research Findings from the Fast...