This study investigates the influence of brand information on consumer preferences by conducting an experiment testing whether the preferences of Chinese consumers towards four chocolate brands change when they are informed about the brands from the case when they are blind about the brands. The results suggest that brand information does influence Chinese consumers’ preferences for chocolate. ...

Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity through the mediating role of br...

This research surveyed over 784 Chinese consumers in Shanghai and Nanjing in 2001 and 2002, evaluating their preferences for livestock product attributes using ordered-probit models and factor analyses. Empirical results confirm the heterogeneity of Chinese livestock retail markets and suggest that livestock distributors should focus on Chinese female consumers and young consumers considering c...

Consumers seek for trusted advice during buying decision. Brand owners and retailers invest large sums in marketing and market research, trying hard to find out what customers really want. my2cents is a mobile application for reading and sharing comments and ratings on retail products. Consumers have access to comments about a product via their mobile phone and can share their own product exper...

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virt...

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in ...

This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users enhance rather than dilute the brand image. A distinction between two types of non–core users based on how they...

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...