Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects
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DOI: 10.1002/cb.1647
Abstract: Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the… read more here.
Keywords: brand; valence; placement; prominence ... See more keywords
Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention
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DOI: 10.1016/j.jbusres.2020.08.062
Abstract: Nutritional labelling is an instrument to generate eating patterns. The establishment of means to support nutritional labelling is encouraged via a Front-of-Pack (FOP) labelling which facilitates consumers’ comprehension and improves their choices. The aim of… read more here.
Keywords: relation brand; fop labelling; brand; brand attitude ... See more keywords
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity
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DOI: 10.1016/j.jretconser.2018.01.005
Abstract: Abstract The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking industry. The proposed… read more here.
Keywords: consumer brand; banking industry; consumer; brand ... See more keywords
Warmth effect in advertising: the effect of male endorsers’ warmth on brand attitude
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DOI: 10.1080/02650487.2020.1763089
Abstract: Abstract Prior literature in advertising tends to view warmth as an emotion arises from relationships between two or more characters in a commercial (e.g. lovers or family members), while little attention has been paid to… read more here.
Keywords: male endorsers; advertising; effect; brand ... See more keywords
Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands
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DOI: 10.1080/08961530.2016.1236311
Abstract: ABSTRACT The purpose of this article was to examine how brand attitude and perceived value affect purchase intention toward global luxury brands. Drawing from the consumer behavior literature, we hypothesize and test the relationship between… read more here.
Keywords: value; brand; purchase intention; perceived value ... See more keywords
Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention
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DOI: 10.1080/10496491.2018.1443311
Abstract: ABSTRACT The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention.… read more here.
Keywords: advertisement attitude; brand attitude; celebrity worship; attitude ... See more keywords
The Effect of Airline’s Professional Models on Brand Loyalty: Focusing on Mediating Effect of Brand Attitude
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DOI: 10.13106/jafeb.2020.vol7.no5.155
Abstract: This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand… read more here.
Keywords: brand; professional models; brand loyalty; brand attitude ... See more keywords
The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry
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DOI: 10.3390/su14095425
Abstract: The coffee industry has grown into a highly competitive management environment, which has led to the contemplation of differentiated marketing strategies as tools for business success. Practitioners operate their own SNS brand pages to encourage… read more here.
Keywords: brand; value creation; value; brand attitude ... See more keywords