Three experiments illustrate that humor in advertisements prevents the development of negative brand associations due to resistance. Previous research on humor in advertising suggested that humor can counter negative responses during ad processing, but less is known about the effect of humor on the development of negative brand associations in memory. Brand associations are important because th...

This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applied to verify the research framework. The results from a dataset of 238 valid questionnaires show that excessive product packaging has no direct effe...

This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet ba...

Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data ...

BACKGROUND Recent studies have suggested that about 1 in 5 smokers report switching brands per year. However, these studies only report switching between brands. The current study estimated the rates of switching both within and between brand families and examining factors associated with brand and brand style switching. METHODS Data for this analysis are from the International Tobacco Contro...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

Purpose – Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive b...

The extant literature on price promotions typically assumes that consumers loyal to a brand never switch to a competing brand, with Shilony (1977) and Raju et al (1990) being exceptions. Extending the Narasimhan (1988) model, we allow loyal consumers to hold finite brand loyalty. Our unique equilibrium splits into three types, depending upon configurations of consumer reservation utility, brand...

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...