Foreign branding (spelling a brand name in a foreign language) is one way to create desirable product associations. In three empirical studies, we apply justification theory to demonstrate that foreign branding increases purchase likelihood if it is compatible with the product category (e.g., a French brand name for hedonic and a German name for utilitarian products). However, incongruence betw...

This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

BACKGROUND There is concern about the negative impact of modern consumer culture on young people's mental health, but very few studies have investigated associations with substance use. In those which have, positive associations have been attributed to attempts to satisfy the unmet needs of more materialistic individuals. OBJECTIVES This study examines associations between different dimension...

Drawing on Urde’s (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottis...

This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the t...

and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...

The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm. The often asked important questions include which brand elements can be applied to which products and what is the nature of new and existing brand elements that are to be applied to new products. One critical area that intersects several suc...

Abstract Brand logos are a fundamental part of the corporate visual identity, and their reception has been vigorously researched. The focus on traits logo effect process, whereas little attention paid to how becomes brand. This article narrows this research gap in investigating new is evaluated, perception evolves, what underlying dimensions emerge from process. We adopted longitudinal free-ass...