Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …

Brand equity is the differential preference and response to marketing effort that a product
obtains because of its brand identification. Brand equity can be measured using either …

The authors examine consumers' information channel usage during the customer journey by
employing a hedonic and utilitarian (H/U) perspective, an important categorization of …

Studying branding strategies of family firms gives rise to a striking observation: an increasing
number of family firms nowadays communicate the “family” nature of their organizations. We …

Research into consumer ethnicity is a vital discipline that has substantially evolved in the
past three decades. This conceptual article critically reviews its immense literature and …

Marken gehören zu den wichtigsten Vermögensgegenständen eines Unternehmens. Das
Management des Vermögensgegenstands Marke ist eine besondere Herausforderung. Das …

Message arguments influence beliefs about product benefits which influence overall product
evaluations. Three studies show that matching hedonic versus utilitarian arguments and …

As emerging markets gain significance in the global economy, understanding the middle-
class customers within these dynamic economies becomes even more critical for …

In-store displays aim to boost sales of both utilitarian and hedonic products. Noting typical
differences in the information processing and purchase behavior evoked by these product …