By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...

Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study ...

As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dyn...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

The article is devoted to the analysis of fairytale character and its functioning in context globalization. Globalization process intensifies reverse tendency: enhancement tradition social community integration based on values national identity. Fairytale characters are regarded as archetypal representations, which form identity traditionality. linguistic combination words “fairytale character”...

Consumer engagement is defined as a multidimensional concept in this study via the identification of members sports club social network and consumer with brand on networks. Hence, focuses clubs that engage their customers through media. The purpose paper to provide conceptual theoretical understanding engagement, particularly among teams employ interactive platforms establish relationships cust...

This is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies. The descriptive design in Study 1 highlights a strong positive correlation between general brand evaluations and brand-logo consistency ratings. Two experiments show that perceived initial consistency between br...

In this study we propose a new method of representing unbiased perceptions of brands. Specifically a likelihood-based model simultaneously disentangles a major class of psychological bias affecting attributebased perceptions, and obtains a dimensionality reduction of the problem, resulting in a two-dimensional map. Extant research, while recognizing the importance of halo effect, has mainly foc...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...