This study examines how the degree of fit between brand extension and parent brand, in case heritage sites, affects extension's equity-formation, considering mediating role attitude credibility moderating tourist's level experience brand. An experimental design is applied, which two different levels are controlled subjects. Suggestions provided for effective ways enhancing equity therefore cont...

Corporate social responsibility (CSR) and business ethics are perceived as distinct constructs by the consumer, although research from this perspective is scarce. Thus, objective of study to investigate impact CSR on brand fidelity. A theoretical review CSR, ethics, attitude, love, fidelity was undertaken. From these constructs, a model proposed, conducting an empirical with sample 559 North Am...

The influence of brand extensions on the parent brand is important to seen has explored the effects of actual experience with them despite the fact that perceptions based on experience are imunderstand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on portant determinants of product knowledge (Smith and Swi...

Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop-up ads for a new brand viewed at low level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of ...

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenome­ nal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recog­ nizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article dis...