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The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity.

A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand.

Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity.

Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value.

This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.

Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed for the study. The data set was examined using confirmatory factor analysis, and the research hypotheses were assessed using structural equation modeling.

Two important conclusions emerged from the study. First, brand love and perceived quality have been considerably and favorably influenced by all six dimensions of brand personality of e-commerce brands. Second, the purchase intention toward the e-commerce sites is significantly and positively impacted by brand love and perceived quality.

This study by exploring various dimensions of brand personality, will assist e-commerce executives in increasing purchase intention toward the e-retailing sites.

This research is supposed to be the foremost to look at how brand personality, through brand love and perceived quality affects purchase intention toward e-commerce websites. The attachment theory is used in this study as a theoretical foundation for linking e-commerce brand personality to customers’ purchase intentions via brand love and perceived quality.

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty.

The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses.

First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand.

The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research.

To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories.

The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer‐brand relationship understanding.

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.

A scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.

Results from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.

This study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

The main objective of this study is to analyse the influence that service brand extensions have on corporate image.

After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall corporate image. Statistical analysis of data from a market survey involving actual services brands and hypothetical extensions was undertaken. Structural equation modelling was the main methodology employed.

It was found that the extent of perceived fit between the corporate brand and the service extension influences the perceived quality of the extension, which in turn affects corporate image, especially for corporate brands that originally had highly rated images.

Given that the study was done with hypothetical brand extensions, the proposed model is not tested in a real situation.

The results offer important implications, both for academics and managers. Through an effective communication policy, the company must increase the perceived fit. The results also suggest directions for further research. For example, it would be interesting to explore how the model works across services categorised on the continuum of search, experience and credence.

In the literature, there are few works analysing the effect of service extensions on corporate image. The research allows the understanding of the concept of corporate image and the role performed by service brand extensions. The proposed model and the estimation with SEM methodology add value to the existing knowledge.

Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude.

Study 1 (n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 (n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2).

Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude.

Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving).

The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.

The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent.

Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling.

The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands.

The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product.

Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.”

In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the origins of brands they are aware of. It measures consumers’ brand awareness and brand origin (BO) awareness for a given product category.

Based on the accessibility–diagnosticity model and the limitations of the brand origin recognition accuracy concept, the authors propose and test the BORECA concept focusing on one product category (apparel) in an emerging country context, i.e. Tunisia (Mena). A sample of 374 respondents were surveyed on country-of-origin (COO)-category awareness, brand awareness, BO awareness and foreign vs local brand quality evaluation. Descriptive statistics, correlation indices, MANOVA and linear regression analysis were used in data analysis.

Results show a substantial BORECA score, i.e. highly accurate awareness of the origins of the recalled brands, affected by respondents’ age, gender and education level. The average BORECA score for local brands is higher than for foreign brands. The local BORECA score seems to positively correlate to respondents’ evaluation of local brand quality and negatively to foreign (dominant COO category) brands.

Based on an aided recall task rather than simple recognition, BORECA provides a deeper assessment of brand awareness and BO awareness. The pressure induced by the task (knowledge test + retrieval effort) may cause anxiety bias that inhibits the recall of other brands and BOs.

Nationalistic and ethnocentric tendencies emerging in the findings point to some branding strategies for both local and foreign companies.

The paper provides a good indication of BO salience in an emerging economy. It seeks to explain the impact of the BORECA score for local brands on the perceived quality of both local and foreign brands.

Grounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two international luxury markets.

Using samples of luxury consumers from France and the United States, the study's hypotheses are tested using confirmatory factor analysis (CFA), structural equation modelling (SEM) and multi-groups comparisons.

Findings demonstrate that luxury parent brand (PB) status signaling, familiarity and perceived quality impact luxury extension authenticity, and authenticity has a significant effect on consumer attitudes toward the extension. The relationship between PB status signaling and extension authenticity is stronger for French consumers compared to their American counterparts. The effect of luxury PB perceived quality and familiarity on PB status signaling is similar for both American and French consumers. However, the effect of PB familiarity on luxury brand extension authenticity is stronger in France than the United States.

Results provide researchers and managers with insights on how to design marketing programs for luxury line extensions in a cross-national context.

The authors contribute to existing literature examining factors related to the parent brand and the relationship between the parent brand and the extension by examining the effect of PB status signaling and extension authenticity on extension attitudes in two international luxury markets.