The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects...

To enrich the limited and recent work existing about relational phenomena in the consumer-brand domain, the authors focus on the concept of Brand Trust. The non-existence of a wider accepted measure of this concept is surprising due to the fact that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship and, (2) it is the most important attribute any bra...

1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...

recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral intentions. hypotheses were tested on data collected from 467 customers of mellat bank in semnan province in i...

This study aims to examine the role of job satisfaction as a mediation between organizational culture on commitment and work performance. Primary data in this were obtained from survey using 89 questionnaires at BAPEDA West Sumatra province which produced sample 84 respondents. The analysis revealed that had positive significant effect satisfaction, commitment, specifically, also found mediates...

Increasingly, manufacturers sell their products in their own retail stores, and many of these stores appear to be in direct competition with independent retailers; i.e., both types of retail stores are physically co-located. We analyze one way this practice affects the retail market. We find that, when independent retailers compete against company stores (instead of just against other independe...

In this paper we describe the contexts in which relationship marketing has been used and in particular, focus on its usefulness in describing consumer-brand relationships. This is perhaps its most recent application and one which we believe is particularly fruitful in assisting brand managers in understanding consumer-brand relationships, for furthering academic understanding of relationship ma...