Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertisi...

Foreign branding (spelling a brand name in a foreign language) is one way to create desirable product associations. In three empirical studies, we apply justification theory to demonstrate that foreign branding increases purchase likelihood if it is compatible with the product category (e.g., a French brand name for hedonic and a German name for utilitarian products). However, incongruence betw...

In today’s globalised world in which both communications and marketing experts struggle to attract public attention, in a world overloaded with information to such an extent that the apathy aspect is the response to advertisers’ messages, branding is becoming one of the key factors in the success of companies, products and services, and they also include cultural content. The theme of this pape...

Online branding has become a crucial part of companies’ activity since the mid-90s, when internet expansion began. As internet activity starts playing bigger and greater roles in sales and marketing communications, online branding becomes more important. However, the challenge for organisations today is to advance their online business activities. To address this challenge, organisations need t...

Online media branding strategies is growing at a very fast pace and is increasingly adopted not only by pure players companies but also by traditional firms. In the digital newspapers sector, online news are becoming the most required services from Internet users and their sites are among the most visited on the web. Researches on online branding of newspapers seem incomplete and there is still...

a r t i c l e i n f o Keywords: Brand equity Industrial branding Dimensions of brand equity Marketing-mix efforts Corporate image A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and...

The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997)...

This paper explores the relationship between the structure of the market for the reÞning and distribution of gasoline and the wholesale price of unbranded gasoline sold to independent gasoline retailers. Theoretically, the effect of an increase in vertical integration is ambiguous because opposing forces act to increase and decrease wholesale prices. We empirically examine the effects of vertic...