Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism

Humanizing Brand Personalities: Analysis of Consumer-Brand Relationships through an Anthropomorphism Lens

Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized ant...

The neuropeptide oxytocin modulates consumer brand relationships

Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine...

Does Nonprofit Ownership Matter?

Does Nationality of Ownership Matter

Do multinational firms exhibit different patterns of labor demand from purely domestic firms? Many standard models of trade and multinational companies suggest such differences. We examine this question using a plant-level panel covering U.K. manufacturing from 1973 through 1992, where we can distinguish U.K.-headquartered multinationals, foreign-owned multinationals, and domestic U.K. firms. A...

Investigating the Role of Brand Orientation and Entrepreneurship Orientation on Brand Performance in Green Food Producers

Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The samp...