Consumer Research Insights on Brands and Branding: A JCR Curation
نویسندگان
چکیده
منابع مشابه
Brands and Branding: Research Findings and Future Priorities
B has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper iden...
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Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dub...
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Branding on packaging acts as an important cue to guide consumer choice in the retail environment. From a psychological perspective, branding on packaging serves two important purposes, crucial to decision making: 1) It guides consumersʼ attention, drawing attention to certain brands. 2) It allows consumers to recognise and find familiar brands. The purpose of the present study was to investiga...
متن کاملThe consumer psychology of brands
This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (ident...
متن کاملCoffee packaging: Consumer perception on appearance, branding and pricing
In determining consumer’s acceptance of any products in the market, packaging appearance, branding and pricing of the products are important. This study focused on consumer’s perception towards the outlook of the coffee packaging which resulted in influencing their purchasing decision through survey study. This current study was done on three main issues namely appropriateness of appearance, br...
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ژورنال
عنوان ژورنال: Journal of Consumer Research
سال: 2019
ISSN: 0093-5301,1537-5277
DOI: 10.1093/jcr/ucz058