Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virt...

This study examined the ERP (event-related potential) correlates of categorization processing in brand extension with irrelative task. Participants faced two sequential stimuli in a pair consisting of a soft drink brand name (S1) and a product name (S2) which comprised two categories: beverage (typical product of the brand, e.g. Coke branded soda water) and clothing (atypical product of the bra...

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects...

The notion of brand attitude has been conceptualized and been the target of different empirical investigations. There are arguments regarding the antecedents and the consequences of this concept in business environment, and it is believed that there are several factors affecting brand attitude including advertisement and customer satisfaction. On the other hand brand attitude has been argued to...

quality of life measures can provide an important source of medical information for promoting the health status of chronically ill patients. the purpose of the present study was to evaluate health related quality of life in psychiatric veterans of the iraq- iran war of the 1980s.they were out patients diagnosed with various psychiatric symptoms. the present study used a cross sectional design, ...

This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically the effects of on-pack promotion of the sponsorship relationship on consumer attitudes and purchase intentions. As little research has explored these issues, this paper proposes a framework considering sponsorship effect with particular attention being paid to outcomes of consumer attitudes toward ...

Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...