This research introduces a new diagnostic metric to evaluate global branding strategies: image-based “brand–country fit.” The metric measures the extent to which consumers perceive a brand image as consistent with a country image. The authors conceptualize and empirically analyze the brand–country fit for more than 1000 brands and three countries using Young & Rubicam’s Brand Asset Valuator dat...

Most of the present studies described corporate social responsibility as a holistic concept when investigating the relationship between corporate social responsibility and its outcomes. Few researches were done on the dimensions of corporate social responsibility and their effects. A fourdimension scale of corporate social responsibility is defined in this paper. They are economic responsibilit...

Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data ...

This paper addresses computer-mediated advertising (CMA) as a source of brand image. It is proposed that CMA contributes to brand image by facilitating unique consumer-brand relationships. The 'quality' of these relationships largely depend on how advertisers leverage interactivity and computer intelligence during interaction. An analogy is drawn between CMA and service encounters and a framewo...

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete’s on-field characteristics, attractive external a...

Keberadaan konsumen dengan loyalitas tinggi sangat diperlukan dan untuk meningkatkan pada merek dapat diwujudkan melalui brand image, trust satisfaction. Penelitian ini dilakukan mengetahui pengaruh satisfaction terhadap loyalty pengguna marketplace Tokopedia di Ponorogo. menggunakan pendekatan kuantitatif. Pengumpulan data menyebarkan kuesioner kepada Hasil penelitian menunjukkan bahwa image t...

W investigate whether partners in a brand alliance should be similar or dissimilar in brand image to foster favorable perceptions of brand fit. Using a Bayesian nonlinear structural equation model and evaluations of 1,200 brand alliances, we find that the conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance. More specifically, we find that similarity in...