This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultur...

Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – Th...

Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized ant...

Whilst the word brand is used widely in marketing, it is a word which has multiple meanings, and can not be clearly defined. This lack of any clear definition presents significant problem in brand theory, creating confusions and significant problems in the way in which research is formulated and undertaken. The paper examines the use of term in the study of brand equity and brand personality, a...

This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (ident...

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consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...