OBJECTIVE To examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience. DESIGN Between-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly ...

This study proposes a model that applies brand experience and customer-based equity (CBBE) to verify leading variables can increase loyalty in the fast-growing food service sector of “grocerants.” For empirical analysis, 384 foodservice consumers with using seven South Korean grocerants were surveyed. The identifies influence on perceived value through awareness, association/image, quality. dem...

The purpose of this research is to test the effect brand experience on loyalty, love, love and in mediating influence loyalty. variable that used as independent (X), loyalty dependent (Y), mediator (M). This uses quantitative method Partial Least Square (PLS) - Structural Equation Modelling (SEM) data process. sampling done by convenience with questionnaire instrument using Likert scale. distri...

Preliminary rough draft. Please do not cite or quote. 1 One of the most important concerns for marketers is coping with and changing people's theories about brands or products. A notable example is the Pepsi Challenge, a campaign conducted by PepsiCo in order to make cola customers aware that Pepsi Cola beats Coca Cola in blind taste tests. Indeed, decades of blind taste tests suggest that cons...

Using a quantitative study, this article considers the reciprocal relationship between stakeholder, city brand meaning co-creation and stakeholder identity. This study is pioneering in that it firmly establishes the existence of an interactive brand due to the reciprocal relationship for two of three sets of stakeholders. Three stakeholder groups in Hatfield, UK provide the context for the stud...