This chapter reviews research on consumer psychology with emphasis on the topics of
categorization, inferences, affect, and persuasion. The chapter reviews theory-based …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

Purpose–This paper aims to look into contemporary thinking within the brand equity
paradigm, with a view to establishing avenues for further research on the drivers of brand …

We develop a conceptual framework regarding the perceptual transfer of haptic or touch-
related characteristics from product containers to judgments of the products themselves …

Purpose–This paper aims to show the effect of brand equity, marketing investment and
product differentiation on price in small and medium enterprises (SMEs), multinational …

During the past 15 years, brand equity has been a priority topic for both practitioners and
academics. In this paper, the authors propose a new framework for conceptualising brand …

Purpose–The objective of this study is threefold. First, the authors want to use taste tests to
assess how four store brands that are differently positioned compare to one national brand …

Purpose–The purpose of the paper is to explore empirically the overall relative effectiveness
of alternative positioning strategies from a consumer perspective. Design/methodology …

This study proposes an ideal, four-stage model of construct evolution (emergence→
conceptualization→ competition→ consensus) to explain construct development over time …

This paper approaches the subject of brand equity measurement on and offline. The existing
body of research knowledge on brand equity measurement has derived from classical …