a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence of art has a positive influence on brand image (via a transfer of luxury perceptions from art onto t...

Businesses that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity and are critical to enhancing the brand’s value and the extent that it financially impacts on the business. This paper is designed to acquaint the reader with a ...

Andreas Herrmann ([email protected]) is Professor and Director at the Institute for Media and Communications Management of the University St Gallen. At the MCM, he focuses on the design of media and product management. He has published widely about branding, pricing and marketing research. Eric J. Johnson ([email protected]) is Norman Eig Professor of Business at Columbia Business Schoo...

To enrich the limited and recent work existing about relational phenomena in the consumer-brand domain, the authors focus on the concept of Brand Trust. The non-existence of a wider accepted measure of this concept is surprising due to the fact that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship and, (2) it is the most important attribute any bra...

This study examines and explains the relationship of variables that become income factors from application marketing concepts, namely experiential marketing, E-WOM, Brand Trus, which then form brand loyalty. The object this research is a hotel in Malang. data was obtained by distributing online questionnaires to 160 people. Furthermore, were analyzed using Partial Leasr Square (PLS) analysis to...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...