This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users enhance rather than dilute the brand image. A distinction between two types of non–core users based on how they...

As a key driving factor of brand equity, brand image is a research hotspot in the field of consumer behavior and brand marketing. The management over brand image is regarded as a key activity in the field of enterprise marketing. In addition, symbol consumption with the sense of self is another research hotspot in the field of consumer behavior. Brand image management of enterprises is faced wi...

Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to ...

and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...

this research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in iran’s sme and in this respect three hypothesizes are developed. for doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. the conceptual model based...

Research on strategic alliances tends to focus on their performance and outcome rather than the process thateventually leads to a particular outcome i.e. alliance success or alliance failure. This study aims to identifyfactors that lead to an alliance breakup. Specifically, the Volvo-Renault alliance within the European automotiveindustry is investigated as a case study. A 'Strategi...

Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social ...

Companies have recognized the relevance of brand personality in shaping consumer behavior and thus necessarily incorporate it in their brand management strategies. Previous research has suggested that brand personality increases consumer preference and usage. Given the potential utility of brand personality for marketers, this paper reviews and analyses the relevant research and thereby identif...

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names ...