This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

Brand awareness plays an important role in brand construction and brand recognition, which is regarded as the foundation for brand development. To some extent, brand awareness can directly influence consumers’ purchase intention. Taking Chinese college students who will become main consumers in the future as the research object, the author seeks to investigate and analyze brand’s objective fact...

Purpose – The purpose of this paper is to assess how regret affects consumer satisfaction levels, extent of rumination, and brand-switching intention. The paper also seeks to examine any mediating effects between regret and rumination that can be found due to consumers’ negative emotions. Design/methodology/approach – A purchase-decision scenario was presented to 125 undergraduate students. A b...

despite possessing the adequate purchase potential for the fast moving consumer goods (fmcgs), the poor are not reckoned as a viable market by the fmcg marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. the present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...

Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and...

The aim of the present work was to study how the information on product labels influences consumer expectations and their acceptance and purchase intention of dark chocolate. Six samples of dark chocolate, varying in brand (premium and store brand) and in type of product (regular dark chocolate, single cocoa origin dark chocolate and high percentage of cocoa dark chocolate), were evaluated by 1...

This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically the effects of on-pack promotion of the sponsorship relationship on consumer attitudes and purchase intentions. As little research has explored these issues, this paper proposes a framework considering sponsorship effect with particular attention being paid to outcomes of consumer attitudes toward ...