Brand elements, including: brand name, logo, slogan, colors, jingles and characters, can be considered as important determinants of brand awareness and brand image (Keller 1998; Schmitt 2000). In this study we investigate the effects of logo design characteristics on brand recognition and effect in the Chilean market. The overall conclusion is that the logo design characteristics (harmony, para...

To make informed private label (PL) strategy decisions, retailers must understand the factors influencing consumer’s brand choices. Previous PL studies have investigated grocery products, and ignored unique features of different types of own brands. We investigate attitudes towards buying a retailer-endorsed brand, or store brand (SB), in apparel retailing. Customers of a Finnish department sto...

This study aimed to investigate the direct effect of brand experience and perceived value customers on loyalty indirect through trust as mediating variable. used a questionnaire distributed 130 loyal Susu Nandhi Murni produced by KUD Batu. The sampling technique was purposive sampling, method data analysis Partial Least Square (PLS). results demonstrated positive significant loyalty. In additio...

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...