This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope loneliness that may be caused absence of intimate relationships close others. The authors also examine mediating roles played nostalgia materialism on reinforcement brand loyalty in this process using a multistage model. An online survey 456 Malaysians working adult...

Purpose The paper analyzes the effect of country origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall equity (OBE) its dimensions (brand awareness/associations; perceived quality; loyalty) in brewing sector. Design/methodology/approach A quantitative research has been conducted by adopting survey technique structural equation modeling based on a sample 401 Italian be...

Past research has suggested that developing CSR linked brands is a complex activity that needs to consider the social issues being addressed as well as multiple facets of organisational activities. This paper proposes that organisational activities need to be considered at four different levels – corporate brand, product/line brands, location/functional activities and supply chain issues. The f...

This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand associations that are favorable, strong, and unique in consumer's mind, associative network memory model is utilized, Brand Concept Maps technique employed to illustrate core how they linked consumer memory. The two pillars London's knowledge, awareness image, explored, their impact on co...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

The authors identify a new type of brand concept, which they term as compound brand. Compound brands have their associations multi-created such that the focal entity, tenants, and ancillary entities all act sources primary associations. To test possibility brands, two potential are studied, airports shopping malls. This was completed by undertaking 480 semi-structured interviews (240 for each e...

OBJECTIVE To describe trends, correlates of use and consumer perceptions related to the product design innovation of flavour capsules in cigarette filters. METHODS Quarterly surveys from 2012 to 2014 were analysed from an online consumer panel of adult smokers aged 18-64, living in the USA (n=6865 observations; 4154 individuals); Mexico (n=5723 observations; 3366 individuals); and Australia (...