This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

The authors in this study have measured and compared the extent of consumer ethnocentrism across different socio-demographic groups; the relationship of consumer ethnocentrism with different demographic variables; and the effect of country of origin on the perceptions, evaluations and likeliness of purchase of foreign products by Indian university students. The findings show that the Indian uni...

Twenty-five years of consumer socialization research have yielded an impressive set of findings. The purpose of our article is to review these findings and assess what we know about children’s development as consumers. Our focus is on the developmental sequence characterizing the growth of consumer knowledge, skills, and values as children mature throughout childhood and adolescence. In doing s...

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 e...

Abstract This article explores the idea that consumer influencers can shape reference group meanings in social media. Through a survey which over 5,000 participants provided open-ended associations for 25 major brands, authors find media either strengthen or change brand associations. Specifically, typicality of influencer (relative to brand’s stereotypical consumer) ideas about perceived homog...

This study aims to contribute the discourse on impact of digitalization consumer self-concept. The objective is provide a broad understanding that digitally enabled consumption environments have self-concept and unveil how this relates brands. adopts qualitative approach through in-depth interviews with five experienced Italian marketing directors operating in business-to-business business-to-c...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor are not reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. The present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...