OBJECTIVE To examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience. DESIGN Between-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly ...

Purpose In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but best of authors’ knowledge, there is lack any study on brand co-creation (BCC) in hotels. This aims examine interrelationship moral judgement (MJ), self–brand connection, customer–brand engagement (CBE), electronic word-of-mouth (eWOM) how BCC occurs contrasts visitors’...

Agriculture is one of the largest resources in Indonesia. The problem agricultural industry today lack awareness farmers about health post-harvest technology because many still use chemicals their treatment. AGRI-Cultured a start-up that aims to overcome difficulties Branding main aspect attract consumers through perception company's image. Green Brand Image create sustainable image achieve gre...

How DMO managers should evaluate success is a topic of much scholarly debate. Increasingly, there is a suggestion to integrate brand equity into place branding scholarship and practice, so this study aims to understand how DMO managers are using the construct, if at all. We conducted semi-structured interviews with 12 managers in a Southern U.S. state, and our results suggest that managers do n...

Andreas Herrmann ([email protected]) is Professor and Director at the Institute for Media and Communications Management of the University St Gallen. At the MCM, he focuses on the design of media and product management. He has published widely about branding, pricing and marketing research. Eric J. Johnson ([email protected]) is Norman Eig Professor of Business at Columbia Business Schoo...

Branded apps are gaining momentum in branding strategies, as they allow proximity to the customers and a great opportunity engage retain them. This paper aims fill existing literature gap investigate role of transactionality effect branded app experience on brand loyalty. A lab experiment compares fully transactional (i.e., commercial), semi-transactional freemium), non-transactional (free serv...

This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the paper is two folds. Firstly it examines the interplay between the country of origin (COO) effect and international branding, and how COO affects the choice of branding strategies in international markets. Secondly, it explores the possible link between international branding decisi...