This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applied to verify the research framework. The results from a dataset of 238 valid questionnaires show that excessive product packaging has no direct effe...

Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan [email protected] Qin Xian [email protected] Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as ...

Consumers’ prior experiences shape an episodic memory which largely influences their decision-making process. This episodic memory is mainly linked to cognitive and emotional perception and we know that a brand image influences our cognitive and emotional perception. Nevertheless, it has not been well described how autobiographical memories of brand images differ from those of other types of im...

OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

Social commerce enables companies to promote their brands and products on online social platforms. Companies can, for instance, create brand pages on social networking sites to develop consumer–brand relationships. In such circumstances, how to build consumers’ brand loyalty becomes a critical concern. To address this, we draw upon the relationship quality perspective to suggest that brand loya...

The problem solved by this article is that the new media increasingly showing a vigorous development, market competition becoming more and fierce, technology are changing rapidly, traditional advertising can no longer meet competitive development of some modern brands needs audience. research process from perspective public service advertisements, studying status domestic foreign brand advertis...

Brand image is defined and measured as a “set of associations which a brand has acquired for an individual” (Joyce, 1963, p. 45) and as “brand associations in consumer memory” (Keller, 1993). Strategic marketing decisions, such as positioning and segmentation, are typically based on market information obtained through consumer surveys. Brand-based industries use key market information from bran...

One business that is not yet known and has a good effect on health the herbal extract of gambier, gambir herbs can increase stamina reduce effects smoking society, this what makes CV Uncaria Herbal Indonesia (UHI) as pioneer from want to do an analysis affects brand loyalty in each its products. This research aims determine analyze influence social media marketing, e-WOM, awareness, image at In...