Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partn...

Obviously, numerous famous brands come from industrial clusters, which become the main motive force to promote regional development. It indicates that the industrial cluster environment can promote brand development. This paper will study industrial clusters from the brand perspective, through reviewing the classification of industrial clusters, put forward the new classification of industrial ...

To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commi...

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology which focuses on each individual’...

This study employed Aaker's brand personality framework to empirically investigate the personality of denim jeans brands and to examine the impact of brand personality on consumer satisfaction and brand loyalty based on data collected from 474 college students. Results revealed that the personality of denim jeans brands can be described in six dimensions with 51 personality traits: attractivene...

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...

Background. Brand Personality (BP) is one of the most commonly used concepts in marketing literature, and academicians and marketers believe in its benefits. Today, brand personality plays an important role in strategic management and it is considered as one of the most important tactics of an organization to gain a Competitive Advantage (CA). Objectives. This paper aims to investigate the fac...

Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...

Technological advances sharpen competition in the cosmetics industry and force companies to innovate stay competitive continuously. The study aims test analyze influence of brand personality, experience, self-brand connection, love & trust on loyalty Wardah Cosmetics users. This research proposes a modified model from previous model, which is expected produce that can predict Brand Loyalty ...

The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm. The often asked important questions include which brand elements can be applied to which products and what is the nature of new and existing brand elements that are to be applied to new products. One critical area that intersects several suc...