Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...

In this study we propose a new method of representing unbiased perceptions of brands. Specifically a likelihood-based model simultaneously disentangles a major class of psychological bias affecting attributebased perceptions, and obtains a dimensionality reduction of the problem, resulting in a two-dimensional map. Extant research, while recognizing the importance of halo effect, has mainly foc...

The present study aimed to identify the most important packaging attributes for purchasing a product not currently on the Brazilian market: antioxidant-rich instant coffee, a blend of roasted coffee and green coffee. Five package types of the same brand of instant antioxidant-rich coffee marketed in different countries were evaluated through a focus group. The attributes’ glass shape, glass lid...

With global spending now exceeding US$500 billion, packaging is considered a critical strategic element for brand differentiation and identity. This paper examines consumer response to ‘sponsorship leveraged packaging’ (SLP), a marketing tool commonly used in the Australian FMCG Industry. Findings indicate that sponsorship messages depicted on FMCG packaging are predominantly processed incident...

Entrepreneurs in electronic markets move in industries where a strong corporate brand can deliver competitive advantage through differentiation. It not only facilitates increased attention. Despite ever-increasing followers and me-too products, it enables a company to build a positive image on behalf of the relevant target groups – be they consumers/customers, shareholders, employees, or indust...

the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...

brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...