OBJECTIVES US consumers spend more than $20 billion/year on over-the-counter (OTC) drugs. Although generic and brand name OTC drugs share the same active ingredients and undergo the same rigorous Food and Drug Administration approval process, brand name formulations continue to lead the OTC drug market with a higher market share. There is a limited amount of publicly available information regar...

This study aims to contribute to a more effective creation and management of slogans in the context of branding and advertising, testing which factors might influence the brand slogan recall and recognition. An empirical study was conducted, via a self-administered original questionnaire, applied to a sample of 156 elements, analyzing the recall and recognition rates for twenty-nine slogans, fr...

Self-congruity theory proposes that part of consumer behaviour is determined by an individual’s comparison of the image of themselves to the image of a product/brand, or to the stereotype of a typical user of the brand (Sirgy, 1986). Self-congruity models have been used in a variety of product branding applications; however, limited research has been conducted within the service industries. Ser...

With advances in information and communication technologies (ICT), companies and platforms look to use the increasing volume and diversity of user-generated content (UGC) to predict consumer behavior, but with mixed results. In this study, we propose a text mining technique to find support for self-presentation in online social media and show that this is correlated with the content producer’s ...

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...

Firms often enter cross-category advertising brand alliance strategies with the goal to increase their market share by association with popular but noncompeting brand allies. However, firms are often not aware of the effects of these alliances on consumer perceptions of participating brands. This research explores the factors moderating brand attribute inferences following exposure to a cross-c...

As service brands need to find new methods overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass can recover their experiential value through perceptions coolness. In three studies, evaluate brand coolness its consequences for communal–brand connection loyalty. Studies 1 2, examine consumers’ thoughts on communal when describing encounters with ...

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...

Two experiments examined whether self-regulatory goals addressed in advertising claims influence product preferences and category-brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers’ regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a...