A brand alliance puts the focal at risk of being penalized for a crisis occurring partner brand. Such may weaken brand’s equity unless it responds effectively. However, there is no consensus on effectiveness response strategies mitigating damage to equity. Building attribution theory, this paper examines strategy as function perceived integration between brands in an alliance. The experiments, ...

Micro blog has become an important platform of consumer-company interaction to enhance brand loyalty. A relational model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyally, based on use and gratification theory, organization support theory and union participation theory. Results show that company interaction tactics include t...

We propose a Laplacian structured sparsity model to study computational branding analytics. To do this, we collected customer reviews from Starbucks, Dunkin’ Donuts, and other coffee shops across 38 major cities in the Midwest and Northeastern regions of USA. We study the brand related language use through these reviews, with focuses on the brand satisfaction and gender factors. In particular, ...

Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction consensus important issues. This study aims to address those determine a for future research by providing an in-depth systematic literature review existing material on branding. A total 63 articles published 27 academic journals bet...

Branding has a role to play in integrating efforts to promote tourism. The positioning strategy for the Tourism Brand Ireland initiative is based on the core values of friendly people and unspoiled beautiful scenery. Images on the main national tourism promotion websites are examined in the context of the expectations created for visitors to Ireland. As the nature of Ireland changes with increa...

Defining a brand is not something that is generally left to chance. A brand is a construct and not a living and breathing organism, as some would have us believe, and as much of the language employed in branding, including some of the terminology in this book, suggests. Brands are created, stimulated and applied by people working in organizations seeking to create worthwhile experiences for the...

We model a homogeneous product environment where identical e-retailers endogenously engage in both brand advertising (to create loyal customers) and price advertising (to attract “shoppers”). Our analysis allows for “cross-channel”e¤ects; indeed, we show that price advertising is a substitute for brand advertising. In contrast to models where loyalty is exogenous, these cross-channel e¤ects lea...