By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...

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...

Marketing problems often involve binary classification of customers into “buyers” versus “non-buyers” or “prefers brand A” versus “prefers brand B”. These cases require binary classification models such as logistic regression, linear, and quadratic discriminant analysis. A promising recent technique for the binary classification problem is the Support Vector Machine (Vapnik (1995)), which has a...

This study, by using various dimensions of customer satisfaction, investigates and compares the level of customer satisfaction between two leading telecom companies of Bangladesh, Grameen Phone Ltd (GP) and Robi. To collect the primary data, a structured questionnaire was designed and administered on 400 samples comprising of the existing subscribers of both the companies. Results show that in ...

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 paper reports results from a project in which Genetic Algorithms (GAs) have been used, first, to derive mappings which may explain the behavior of brand managers in an oligopolistic retail market for coffee; second, to attempt to improve on the historical profits of these brand managers, pitted in weekly competition with each other, vying for sales and profits with their different brands o...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness of own marke...

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...