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hits: 151,188
11.
  • Brand as Promise Brand as Promise
    Bhargava, Vikram R.; Bedi, Suneal Journal of business ethics, 09/2022, Volume: 179, Issue: 3
    Journal Article
    Peer reviewed
    Open access

    Brands are widely regarded as a constellation of shared associations surrounding a company and its offerings. On the traditional view of brands, these associations are regarded as perceptions and ...
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12.
  • Is luxury just a female thi... Is luxury just a female thing? The role of gender in luxury brand consumption
    Stokburger-Sauer, Nicola E.; Teichmann, Karin Journal of business research, 07/2013, Volume: 66, Issue: 7
    Journal Article
    Peer reviewed

    Despite the fact that the functional value of luxury brands is usually not significantly higher than those of non-luxury brands, luxury brands can achieve significant price premiums in the market ...
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14.
  • Consumer brand engagement: ... Consumer brand engagement: Refined measurement scales for product and service contexts
    Ndhlovu, Thinkwell; Maree, Tania Journal of business research, July 2022, 2022-07-00, Volume: 146
    Journal Article
    Peer reviewed

    •Presents consumer brand engagement scales specific to product and service contexts.•Advances empirical understanding of CBE measurement through scale refinement.•Provides marketers with tools and ...
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15.
  • Brand awe: A key concept fo... Brand awe: A key concept for understanding consumer response to luxury and premium brands
    Kim, Jooyoung; Bang, Hyejin; Campbell, W. Keith The Journal of social psychology, 03/2021, Volume: 161, Issue: 2
    Journal Article
    Peer reviewed

    In this study, we propose a new concept, brand awe, and explore its nature, underlying dimensions, and roles in relation to consumer responses. Brand awe is a specific mixture of emotions that ...
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16.
  • Mass prestige value and com... Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence
    Kumar, Ajay; Paul, Justin International business review, 10/2018, Volume: 27, Issue: 5
    Journal Article
    Peer reviewed

    •Masstige (Mass Prestige) is important, yet a relatively less investigated construct in the literature.•American laptop brands have the potential to be seen as prestige brands compared to Asian ...
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  • Do social media marketing a... Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
    Kim, Angella J.; Ko, Eunju Journal of business research, October 2012, 2012-10-00, 20121001, Volume: 65, Issue: 10
    Journal Article
    Peer reviewed

    In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among ...
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  • Social media marketing effo... Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior
    Godey, Bruno; Manthiou, Aikaterini; Pederzoli, Daniele ... Journal of business research, 12/2016, Volume: 69, Issue: 12
    Journal Article
    Peer reviewed

    Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by ...
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  • An empirical examination of... An empirical examination of human brand authenticity as a driver of brand love
    Osorio, Maria Lucila; Centeno, Edgar; Cambra-Fierro, Jesus Journal of business research, October 2023, 2023-10-00, Volume: 165
    Journal Article
    Peer reviewed

    •Human brand authenticity is a significant predictor of brand love.•This predictive power varies according to the type of human brand.•Human brand self-branded product purchase intention reinforces ...
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  • Consumer preference for nat... Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat
    Liu, Richie L.; Sprott, David E.; Spangenberg, Eric R. ... Journal of retailing and consumer services, 03/2018, Volume: 41
    Journal Article
    Peer reviewed

    Previous research on self-brand connections has not considered the inclusion of brand categories (e.g., national and private brands). The current work examines consumers’ preference for national and ...
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