Brand image is defined and measured as a “set of associations which a brand has acquired for an individual” (Joyce, 1963, p. 45) and as “brand associations in consumer memory” (Keller, 1993). Strategic marketing decisions, such as positioning and segmentation, are typically based on market information obtained through consumer surveys. Brand-based industries use key market information from bran...

This research identifies evidence regarding the nexus between antecedents of CBE dimensions and consequences on smartphone brands in Indonesia. Data were collected through an online questionnaire targeted at a total 1251 users/consumers AMOS SEM was used processing statistical tests this research. Convergent validity composite reliability also to check items. The authors found that consumer inv...

Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the respon...

This research examines the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR. We find that positive CSR beliefs held by consumers are associated not only with greater purchase likelihood but also with longer-term loyalty and advocacy behaviors. More importantly, we find ...

Private label growth in Australia has not kept pace with the growth in private labels elsewhere. This research paper establishes that the odds of a consumer being highly pleased with a store label product when they are supportive of the quality of private labels, is more than the odds of the consumer being highly satisfied when purchasing private label products simply because they are priced si...

Geopolitical disputes often trigger consumer animosity, turning a foreign brand’s otherwise positive country-of-origin perception into a serious impediment to its success. Building on psycholinguistic research, we propose a theoretical framework elucidating how consumers react to different types of brand naming strategies. We demonstrate that brand names localized via certain strategies not onl...

The stories consumers report and tell in which they use brands as props or anthropomorphic actors increasingly form a key part of personal and community Weblogs.These stories are drama enactments enabling the storytellers to experience powerful myths. The brand stories consumers tell on purchasing-consumption requires a protagonist consumer to experience an “inciting incident” (McKee 2003) that...