Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equa...

Article history: Received 1 March 2015 Received in revised form 1 November 2015 Accepted 1 December 2015 Available online xxxx Many universities leverage symbolic qualitieswith the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study devel...

This study assessed whether subliminal priming of a brand name of a drink can affect people's choices for the primed brand, and whether this effect is moderated by personality traits. Participants with different levels of sensation seeking were presented subliminally with the words Red Bull or Lde Ublr. Results revealed that being exposed to Red Bull lead on average to small increases in partic...

The main idea of this paper is to investigate three dimensions brand personality, which are excitement, sincerity and ruggedness predict CBR constructs comprise love, trust loyalty. Convenience sampling method was utilized, in the respondents one soft drink brand’s consumers based Jakarta. All data were then gathered through an online survey. In total, 312 participants responded Structural equa...

The main focus of brand personality is the emotional bond that consumer establishes with product or service on offer and strategies are developed to strengthen such bond. This concept has received increasing attention both its study applications have escaped field where it initially originated: marketing. Despite above, no studies been carried out analyze scientific production trends associated...

Technological advances sharpen competition in the cosmetics industry and force companies to innovate stay competitive continuously. The study aims test analyze influence of brand personality, experience, self-brand connection, love & trust on loyalty Wardah Cosmetics users. This research proposes a modified model from previous model, which is expected produce that can predict Brand Loyalty ...