In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share advantage over the other despite that the products are similar. I present an explanation for these large and persistent advantages in the context of local competition on perceived quality or brand image. The main result of the analysis is a relation between varying degrees of ...

Human purchasing behavior is affected by many influential factors. Culture at macro-level and personality at microlevel influence consumer purchasing behavior. People of different cultures tend to accept the values of their own group and consequently have different purchasing behavior. Also, people in the same culture have some differences in their purchases which can be described by their pers...

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overa...

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest that the popular be...

This article explores recent advances in self-determination research to address why consumers develop strong attachments to "human brands," a term that refers to any well-known persona who is the subject of marketing communications efforts. Study 1 uses a survey that is analyzed with structural equation modeling. Study 2 is qualitative and offers corroborating evidence for the proposed theoreti...

Abstract The present study adopts a qualitative approach to explore the nature and sources of consumer-based brand equity (CBBE) in cryptocurrency market. Drawing on thirty-two semi-structured interviews with crypto investors UK, our findings reveal three main CBBE for brands (i.e. blockchain-based features, identity, psychological factors). Also, we supply insights into how features blockchain...

Traumatic experiences - such as combat, living in a conflict country or war-torn nation, or experiencing a violent crime or natural disaster - change social relationships and may also influence a life-time of consumer relationships with brands and shopping. Our focus on this previously overlooked area is centered on an analysis of the long-term shopping habits of 355 combat veterans. We show th...

The integration of sustainability within luxury brands is increasing concern to practitioners and academics alike. Thus, it important consider how can develop effective communication strategies promote sustainable brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact advertising slogans with negations (vs. affirmations) in this regard. Th...