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...

Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...

Whether building a new product or improving processes or services, quality is the bedrock of an organization’s long-term success. In fact, quality increasingly defines the brand. Consider that of the estimated 250,000-plus new products launched annually, between 85% and 95% fail; clearly, to build a successful brand, companies must make the most of the 5% to 15% of products that gain market acc...

The University of Glamorgan has been allocated European Union monies to assist in increasing the entrepreneurial capacity of the region through a programme of work entitled Enterprise College Wales (ECW). The programme currently consists of an on-line web based degree in Enterprise, aimed at creating business start-ups, new business ideas and business development and growth in areas where typic...

The main goal of this article is to appraise the existence different patterns Entrepreneurial Ecosystems, identify its relationship with Initiative, and recommend entrepreneurship policies that may influence growth entrepreneurial action. Without evidence on ecosystems landscape what determinants stimulate in a given environment, could become flawed miss target. To address research purposes, an...

As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own bran...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

Brilliant brand images have become increasingly essential to the longevity and popularity of products in today’s marketplace. Although much research has covered the theoretical aspects of brand image, little has focused on the actual techniques used to create successful brand images and the criteria by which brand images should be judged. By comparing the brand image of the Magical Gatherings v...