Companies have recognized the relevance of brand personality in shaping consumer behavior and thus necessarily incorporate it in their brand management strategies. Previous research has suggested that brand personality increases consumer preference and usage. Given the potential utility of brand personality for marketers, this paper reviews and analyses the relevant research and thereby identif...

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names ...

Advances in scanner technology, array manufacturing, analysis algorithms, sequence selection, probe design, and assay conditions have all contributed to improving the amount and quality of data obtained from a single GeneChip brand array. Additionally, a reduction in feature size has increased the data density on GeneChip arrays. As a result, Affymetrix was the first company to enable researche...

Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relatio...

Franchised store chain is the most popular business model today. The franchisor and franchisees share same brand, but value of entire brand will be degraded once one side pursues self-interests in management. From perspective franchised chain, this paper develops an evolutionary game between under assumption bounded rationality. strategic selection includes cooperation no-cooperation. In end, c...

The emerging social media brand communities provide a good platform for marketers to promote brands to their members. Marketers are devoting time and efforts to building their social media fan pages; however, the elusive question of whether their social media fans exhibit any behavioural loyalty in terms of actual purchase behaviour remains unanswered. Based on the characteristics of social med...

This study investigated the effect of employer brand on choice workplace those working in hospitality businesses. The research was carried out with students at Süleyman Demirel University and Isparta Applied Sciences Isparta, Turkey. A questionnaire administered to 550 participants through face-to-face interviews. data were analyzed exploratory confirmatory factor analysis regression using SPSS...

Can using a national brand ingredient benefit a private brand without hurting the national brand? An experiment showed that a private brand with a name brand ingredient was perceived more positively. However, the national brand was not diminished by the association with the private brand. Implications and future research directions are discussed.