Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...

Do store brands aid store loyalty by enhancing store differentiation or merely draw price sensitive customers with little or no store loyalty? This paper seeks to answer the question by empirically investigating the relationship between store brand loyalty and store loyalty. First, we find a robust monotonic positive relationship between store brand loyalty and store loyalty using multiple loya...

This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called “trivial attribute effect.” Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no ...

B salience—the extent to which a brand visually stands out from its competitors—is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase,...

Top sports advertisers are mature brands with high brand awareness. The key is to differentiate from competitors through the most effective channels. How can we activate and accurately measure key performance indicators for sponsorships?  For mature brands like American Airlines, AT&T, Wells Fargo, Coke, Ford, and Sprint, awareness is not a problem.  These brands need more relevance, regard, ...

The purpose of this paper is to identify the most influential publications addressing B2B branding, and based on their contributions, tentatively propose a framework of business-tobusiness (B2B) branding. We use bibliometric methodology, exploring some of the most cited B2B branding literature, in order to discover the determinants and benefits of a strong B2B brand. Analysis of the selected pu...

The purpose of this study was to determine "The Effect Product Differentiation and Brand Image on repurchase interest Scarlett Whitening Products (Case Study Body Lotion in the People Pulau Rakyat Asahan District)". two variables, where variable is measured by a Likert scale. population were 366 people who female with sample 191 respondents taken from part existing population. And using Slovin ...