Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study ...

As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dyn...

To know Dickson Despommier is to know his love of parasites. Despommier’s academic text on parasitic diseases (co-edited by Robert Gwadz, Peter Hotez, and Charles Knirsch) is now in its 5th edition. In 2010, the long-time professor at Columbia University’s Mailman School of Public Health tackled something new in “The Vertical Farm: Feeding the World in the 21st Century.” Now he’s returned to hi...

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...

background : with regard to an increase in the life expectancy for women and the consistency of the menopause age, a significant portion of women's age is passed after the menopause. menopause is considered as a critical and sensitive period due to the changes and the disorders that are involved in it. vasomotor symptoms, sleep disorders and psycho-mental changes are among the most prevalent sy...

This is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies. The descriptive design in Study 1 highlights a strong positive correlation between general brand evaluations and brand-logo consistency ratings. Two experiments show that perceived initial consistency between br...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...

For most readers, their exposure to invasive species will come from media accounts of “killer” algae in the Mediterranean Sea, Burmese pythons prowling through Florida’s Everglades, or mosquitoes vectoring Zika virus in Brazil. What these observers typically miss, however, are the thousands of species that each year are moved and released well outside their native range (labeled as exotics) but...