W propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence, even if specific attributes might be inferior to those of competing, less-established brands. In five exp...

Accidents due to cross the lane (lane departure crash) of achieving 19% of all accidents. These accidents mostly caused because the driver is not concentrating or dozing. A device that can help the driver so that the vehicle does not exit lanes known as Active Lane Keeping Assist (ALKA). ALKA is a subsystem of Advanced Driver Assistance System (ADAS) and is now used in several brands of cars na...

Mothers represent a large segment of marketing dollars and traditionally, word of mouth was spread from mother to mother in a face-to-face environment, such as the school car park or mother’s groups. As families have evolved, so too has the traditional mother’s group. Limited academic studies have explored online mothers’ groups and how they impact on consumption. In order to explore the nature...

A brand personality scale is developed and tested with a large and carefully selected sample of car owners in Germany. Exploratory and confirmatory factor analyses were used to validate the actual structure of the brand personality scale. Recent research has swiftly leapt ahead to cross–cultural brand personality research without paying very much attention to the correct application of brand pe...

We propose that ambiguity aversion, as introduced in the literature on decision-making under uncertainty, drives a preference for established brands in multi-attribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence, even if specific attributes might be inferior to those of competing, less-established brands. In five e...

It is common for brands to extend into additional product categories. The most successful extensions involve brands that are associated with benefits that are valued in the extension category. We propose that brand extension success also depends on the accessibility of these benefit associations and that accessibility, in turn, depends on the amount of interference by competing brand associatio...