Table of contents
Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge
Georgios HalkiasThis paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory…
Celebrity endorsement, self-brand connection and consumer-based brand equity
Abhishek Dwivedi, Lester W. Johnson, Robert E. McDonaldThe purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed…
Brand trust in a cross-cultural context: test for robustness of an alternative measurement model
Fuan Li, Lan Xu, Tiger Li, Nan ZhouThe purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the…
Communicating product size using sound and shape symbolism
Stacey M Baxter, Jasmina Ilicic, Alicia Kulczynski, Tina LowreyThe purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo…
Customer responses to the CSR of banking companies
Andrea Pérez, Ignacio Rodríguez del BosqueThe purpose of this paper is to apply a thoroughly tested model to the study of how corporate social responsibility (CSR) perceptions impact customers’ affective and behavioural…
Speaking candidly: how managers’ political stances affect consumers’ brand attitudes
Roland L Leak, Omar P Woodham, Kimberly R McNeilThis paper aims to investigate how consumers react to corporate managers publicly espousing an ideological belief regarding a social issue. In particular, this paper investigates…
Gender differences in information processing and transparency: cases of apparel brands’ social responsibility claims
Gargi Bhaduri, Jung Ha-BrookshireThe purpose of this study was to understand how male and female consumers differently evaluate sustainability claims from brands and how brands’ sustainability efforts and the…
Inquiry into corporate brand alignment: a dialectical analysis and directions for future research
Michela Mingione– The purpose of the study is to inquire into and to provide an integrated framework of academics’ and practitioners’ conversations on corporate brand alignment.
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou