Until recently, brand identities were built by the firms via brand-image advertising. However, the flourishing of consumer communication weakened the grip of firms on their brands. The interaction between advertising and consumer communications and their joint impact on brand identity is the focal point of this paper. We present a model in which consumer preference for functional attributes may...

–The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events), oral communicatio...

Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social ...

Understanding the degree of cannibalization and competition in online and offline markets is important to firms’ product line designs. However, few empirical studies have measured both effects simultaneously or have examined the factors that determine the extent of cannibalization and competition. In this study, we develop an empirical model to identify cannibalization and competition effects s...

Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today’s consumers. The brand has recently been released in New Zealand. This research assesses the effectiveness of ZESPR...

Purpose As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from romance perspective, on loyalty smartphone users. Furthermore, examines gender differences in same relationship. Design/methodology/approach The adopted cross-sectional survey method and data was collected 300 respondents. Data analyzed usi...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...