Drawing on information process theories, this study investigated whether consumers have the ability to perceive greenwashing in vague and false claims, as well abstract concrete compensation claims. Moreover, we examined moderating role of topical environmental knowledge. We also looked at effects perceived brand evaluation flight shame. Findings an experimental with a quota-based sample (N = 6...

A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to t...

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...

The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra ef...

The modern advertisement theory is based on the “contextual priming effects”: the product attributes primed by the ad context may result in the formation or change of beliefs about the advertised brand, thereby affecting consumers' evaluations of the brand. Therefore, a web ad should be tailored as much as possible to the user’s current context (interests) in order to affect the user’ attention...

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

P behavioral research has suggested that advertising can influence a consumer’s quality evaluation through informative and transformative effects. The informative effect acts directly to inform a consumer of product attributes and hence shapes her evaluations of brand quality. The transformative effect affects the consumer’s evaluation of brand quality by enhancing her assessment of her subsequ...

Category similarity and benefit similarity have been identified as two important factors that determine a brand extension’s success. However, which of these two factors has a greater impact on consumers’ evaluations has received little attention. This study posits that the relative advantages are moderated by people’s style of thinking – holistic versus analytic. Specifically, analytic (holisti...