The Role of Affective Brand Commitment on Sales Effort
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DOI: 10.1080/10696679.2017.1311215
Abstract: This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory.… read more here.
Keywords: brand commitment; brand; sales effort; affective brand ... See more keywords
Promoting Healthy Menu Choices in Fast Food Restaurant Advertising: Influence of Perceived Brand Healthiness, Brand Commitment, and Health Consciousness
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DOI: 10.1080/10810730.2018.1455769
Abstract: Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to… read more here.
Keywords: health consciousness; brand; brand commitment; health ... See more keywords
Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands
Sign Up to like & getrecommendations! Published in 2017 at "International Journal of Fashion Design, Technology and Education"
DOI: 10.1080/17543266.2017.1378732
Abstract: ABSTRACT This study employed Aaker’s methodology to empirically investigate the personality of luxury fashion brands and explored the impact of brand personality on brand trust and brand commitment based on a sample of American consumers.… read more here.
Keywords: brand commitment; brand; personality; luxury fashion ... See more keywords