Chinese people pay much attention to their faces. Face plays a very important role in Chinese daily life. Chinese people usually do kinds of Face Works in order to earn face, enhance face, or save face. Face work influences consumer’s attitude toward brand country of origin (BCO) in China market. What’s more, face work makes it different between implicit and explicit attitudes towards a certain...

Since Mitchell and Olson (1981) highlighted the major influence of the attitude towards the ad (Aad) for advertising effectiveness, emotional responses in advertising have received increasing attention. Since then, numerous authors have found that ad evaluations were debilitated by negative affect and stimulated by positive affect, and that liking an ad could lead to developing a positive attit...

Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection c...

Documenting the process of consumer attitude formation toward brand extensions has proved elusive, with variations in results between Aaker & Keller’s original study and subsequent replications. This study moves beyond the student sample and adjusts for multicollinearity, providing a robust empirical foundation for generalising components of the original model. It provides general support for t...

In the context of sustainable consumption buying local produce could support environmentally friendly production from the local economy. Our study estimates the preference weights that local consumers assign to some milk attributes including local origin and the influence on choice of a local brand of milk, which is traded by a local cooperative of producers in Umbria (Italy). Several preferenc...

Brand extension is the behavior of applying an established brand to enter new product categories. Its success depends on the perception of attribute similarity between the original brand and the extension product. In this study, 16 participants were required to decide the suitability of extending the brand in stimulus 1 to the product category in stimulus 2 during a S1-S2 paradigm. S1 consists ...