The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS ...

researches show that customers attribute different human characters to products. correspondence of this attribution with the personality of customer could have a critical role in product selection and consequent success of a brand. this article is a descriptive survey on comparison of the brand personality of toshiba with four other famous brands in the it market of iran. all needed data is col...

brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...

Using a measurement model of brand name and consumer preferences, this study aims to investigate the effects of brand name on consumer preferences in Turkmenistan. This study sought to investigate specifically, the influence of brand name on consumer’s preferences by utilizing structural equation modeling (SEM) technique. Moreover, all possible correlations between these dimensions or domains o...