This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

Twitter is the largest and most popular micro-blogging website on Internet. Due to low publication barrier, anonymity and wide penetration, Twitter has become an easy target or platform for extremists to disseminate their ideologies and opinions by posting hate and extremism promoting tweets. Millions of tweets are posted on Twitter everyday and it is practically impossible for Twitter moderato...

After the fall of the Berlin Wall a common political and economic consensus emerged, not only in the West but to a considerable extent around the world. Markets and democracy, working hand in hand, would transform the world into a community of modernized, peace-loving nations. In the process, ethnic hatred, extremist fundamentalism, and other “backward” aspects of underdevelopment would be swep...

This paper contains the motivation for the study of critical surfaces in [2]. In that paper, the only justification given for the definition of this new class of surfaces is the strength of the results. However, when viewed as the topological analogue to index 2 minimal surfaces, critical surfaces become quite natural.

This article argues against the term and concept of ‘hate speech’ in favour using ‘discriminatory speech’. ‘Hate is a misnomer; we should name harmful speech question by what it fact does: discriminates. The for this conceptual replacement claim identifying number functions has been meant to serve arguing that extant concepts hate have not served function well. Roughly, they do well because fiv...

This is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies. The descriptive design in Study 1 highlights a strong positive correlation between general brand evaluations and brand-logo consistency ratings. Two experiments show that perceived initial consistency between br...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...