A Plumeyer, P Kottemann, D Böger… - Review of Managerial …, 2019 - Springer
Measuring and understanding brand image is crucial for both branding research and practice. Empirical studies focusing on brand image reveal a large number of techniques for …
Although Western economies have not yet transitioned out of crisis, the luxury sector is growing again, especially at the high end. In emerging countries, the luxury sector's …
Growth is the biggest challenge for a luxury brand in that volume dilutes the brand cachet. In addition, it violates the credo of rarity on which the luxury sector is originally based. This …
S Quach, F Septianto, P Thaichon… - Journal of Retailing and …, 2022 - Elsevier
Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (ie pro-environmental luxury brands and …
QC Deng, PR Messinger - International journal of research in marketing, 2022 - Elsevier
A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body …
C Peng, THA Bijmolt, F Völckner… - Journal of …, 2023 - journals.sagepub.com
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that …
Packaging design as a medium for brand communication has a strong impact on the point-of- purchase decision. Therefore, marketers need a keen understanding of how packaging …
Constructive and ecological theories of perception raise questions about whether visual perception is inherently data‐driven (bottom‐up) or interpreted in terms of higher‐order …
Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community‐based climate action. Drawing on insights from …