The study examines the impact of brand personality on loyalty. It also explores mediating role self-congruence and trust relationship between With today’s competitive environment, it has become increasingly challenging important for companies to increase customer retention. To trespass achieve highest point in competition, have been rigorously looking customs make powerful relations with custom...

An extensive literature shows that agency issues and transactions costs influence vertical integration. Another mature literature indicates that market structure influences competitive behavior. However, less consideration has been given to how vertical integration and market structure may interact. I address this gap by focusing on the potential for moral hazard caused by intra-firm competitio...

The current study, integrating relevant concepts derived from self-regulatory focus, prospect/involvement and knowledge structure theories, proposes a conceptual framework that depicts how the message framing strategy of advertising may have an impact on the persuasiveness of brand marketing. As empirical examination of the framework shows, the consumer characteristics of self-construal, consum...

Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to produc...

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development & Validation Abstract In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been postulated to more comprehensively reflect the nature of consumers’ parti...

Previous research into enforcement of law and corporate social responsibility mostly assumes that the vertical structure of the entities causing harm is exogenous. By outsourcing, the source of harm may avoid some liability and responsibility, while losing direct control over the evasive actions that cause harm. Here, we analyze the trade off between avoidance of liability and control over evas...

With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were ...