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...

Extension data mining is a product combining extenics with data mining. Establishing the extenics provides a new idea and method for data mining and opens up a new research direction for data mining. Using the extenics method of combining the data mining technology not only can access to static knowledge, but also can dig to realization of knowledge. By using the theory and method of Extenics, ...

The present study combines two areas of research – consumer preference formation and evaluation of brand extensions – to examine the role of “brand positivity effect” on the evaluation of brand extensions. The findings of the present research indicate that brand positivity effects due to singular brand evaluations results in overestimation in assessments of brand extensions. By jointly examinin...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

Thanks to this scholarship, I was able to visit the laboratory of Prof. Thomas Brand, Chair in Developmental Dynamics in the aforementioned host institute. This visit was divided in two parts. Initially, I visited the laboratory of Dr. Brand for three days in September 2015. During this visit, Dr. Brand showed me his laboratory and gave me an update on his line of research on the Popeye domain-...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision about...

Purpose. Resources and experiences may give platform owners an advantage to expand their business new areas of possible growth. However, can the winner take it all? Or is spandex rule—“just because you can, does not mean should”—valid for platforms, as well? The present study aimed at narrowing this research gap by focusing on innovation through brand extension impact customer satisfaction loya...