Th is paper reports research on service branding carried out on the prestigious Norwegian Coastal Voyage, or Hurtigruten, which is its brand name. Th e primary research instrument employed in the research was semi-structured in-depth interviews with managers and service personnel previously and presently employed by the shipping line Hurtigruten ASA. Th e paper shows that a set of factors infl ...

Three hundred feedlot steers (320 +/- 2 kg) were assigned to freeze brand, hot-iron brand, and sham branding treatments according to a randomized branding arrangement. Behaviors believed to be indicative of pain (i.e., tail-flicking, kicking, falling, and vocalizing) were recorded during branding. Escape behavior, measured as the amount and duration of force exerted on the headgate and squeeze ...

This paper develops a conceptual framework for understanding the impact that branding activity and consumers’ concentration of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this in a generalized Dynamic Linear Model (gDLM) and estimates it with MCMC methods. Data on commercial avoidance through zapping along with eye tracking on 31 com...

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere exposure effect can be leveraged ...

The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilisation within the United States. The Tea Party, a movement which brought together a number of disparate groups, some new, some established, utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer facing approach, lack of ...

This study aims to contribute to a more effective creation and management of slogans in the context of branding and advertising, testing which factors might influence the brand slogan recall and recognition. An empirical study was conducted, via a self-administered original questionnaire, applied to a sample of 156 elements, analyzing the recall and recognition rates for twenty-nine slogans, fr...

200 The development of multiple applications with features of digital games brings about a new trend called Gamification. Besides, the Technology Acceptance Model (TAM) also represents an important theoretical tool toward understanding the usage of a specific technology, system or service. Since no clear practical explanation that allows the connection of gamification with non-game context, esp...

Brand community interactions and online customer support have become major platforms of brand sentiment strengthening and loyalty creation. Rapid brand responses to each customer request though inbound tweets in twitter and taking proper actions to cover the needs of customers are the key elements of positive brand sentiment creation and product or service initiative management in the realm of ...