Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....

The influence of brand extensions on the parent brand is important to seen has explored the effects of actual experience with them despite the fact that perceptions based on experience are imunderstand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on portant determinants of product knowledge (Smith and Swi...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...

it’s very difficult to differentiate the brands for companies in these days. because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. in this research using a research model and applying sem and pls, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand lo...

this study aimed to determinate the relative contribution of brand loyalty in brand association in football premier league of iran. this study was a descriptive, practical survey. a sample of 797 football premier league fans participated in this study. in order to collect the data, team association questionnaire by gladden and funk (2001) was used. the reliability of the questionnaire was estim...

electronic word of mouth (e-wom) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as laptop with each other, through online communication channels. this is a practical and survey research. research’s statistical society is the students of allameh tabatabaei university. statistical sample is selected by relative categorized and a...

Firms often enter cross-category advertising brand alliance strategies with the goal to increase their market share by association with popular but noncompeting brand allies. However, firms are often not aware of the effects of these alliances on consumer perceptions of participating brands. This research explores the factors moderating brand attribute inferences following exposure to a cross-c...

Purpose – The primary purpose of this study is to illustrate an analytical method to identify tangible and intangible customer values and to translate those values into brand identity differentiators and product specifications. Design/methodology/approach – The authors adapt a product development analysis tool, the Value Opportunity Analysis (VOA), to the design of a brand identity, illustratin...

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 ...