Type font is a visual brand element that has received only limited attention in the marketing literature, despite its important role in brand communication. Type font is used extensively as a brand communication tool in print advertising, in-store displays, product packaging, coupons, and brand logos (Childers & Jass, 2002). Research also suggests that type font influences managerially relevant...

Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand featu...

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virt...

The influence of company reputation, or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe . To establish the western researcher’s external validity of theories in other count...

The concept of brand personality plays a crucial role in literature as consumers tend to anthropomorphize brands by attributing human characteristics them. creation that resonates with leads greater customer satisfaction and loyalty over the long term. This study investigates mediating potential dimensions, specifically Competence Sophistication, relationship between communication (both control...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between advertising and brand personality perceptions. Results reveal that advertising or communication program pl...