Purpose – Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive b...

This paper examines Chinese and British consumers’ evaluations of Chinese, and international brands, and factors affecting their brand choice. The results support recent findings of a decline in Western brands’ preference in China. But, these are attributed to several factors. The findings show country of origin does not affect Chinese brand choice, has a great effect on British choice between ...

In Brand Objects for Nominal Typing, we describe an implementation of a branding system for both runtime and static types. This artifact provides the extended form of Hopper, an interpreter for the Grace programming language, and extra modules which define both the dynamic objects and the modular static type checker. The extra modules extend the existing structural type checker in the provided ...

Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms’ branding efforts. They classify trademarks into two categories—brandidentification trademarks and brand-association trademarks—and...

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...

Iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. With a surface examination of the apparel market and customers’ opinions, it can be concluded that Iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. Accordingly, the purpose of this paper is to ...

Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand featu...

A constant challenge for luxury brands is identifying ways to add value their offering, compensating the high price charged. Previous research has highlighted that superior added when customers and collaborate by co-creating introducing unique experiences offering. However, there limited on how co-create in an online context. Online brand community engagement central this process. Drawing upon ...