منابع مشابه
Relationships among Brand Experience, Brand Personality, And Customer Experiential Value
The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...
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Two experiments examine the process by which free gift promotions serve as a source of information about the underlying value of the product offered as a free gift. The value-discounting hypothesis argues that by virtue of being offered as a free gift, products will be valued less as evinced by lower purchase intentions and a lower price that consumers are willing to pay for them. Conditions th...
متن کاملThe neuropeptide oxytocin modulates consumer brand relationships
Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine...
متن کاملVeloutsou, C. (2015) Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships
Purpose – Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive b...
متن کاملHumanizing Brand Personalities: Analysis of Consumer-Brand Relationships through an Anthropomorphism Lens
Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized ant...
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ژورنال
عنوان ژورنال: Journal of Promotion Management
سال: 2019
ISSN: 1049-6491,1540-7594
DOI: 10.1080/10496491.2019.1557804