This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

In this paper, we develop a structural model of household behavior in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: 1) price signals quality, 2) advertising frequency signals quality, 3) advertising content provides direct (but noisy) information about quality, a...

the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...

Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted an organization, compelling them increase both their donations and commitment. goal this study is propose a novel donor-based model. present takes into consideration special characteristics that confer NGOs...

Abstract The current research examines the options available for political candidates to leverage their brand in order influence voting intentions. Candidates, owing strong psychological connections they establish with voters, are well-positioned construct equity. Emotions part of any brand–consumer relationship, but case politics, importance this dimension may be more significant given that br...