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Purpose – The purpose of this research is to examine the nature of consumers' relationships with branded spokescharacters by drawing upon brand personality theory and reader‐response theory, focusing specifically on food trade characters. We aim to show that the persuasive power of these...
Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality...
Purpose – The purpose of this paper is to investigate customers' intentions to purchase mobile communications services and how these intentions are affected by the customers' price perceptions in two customer segments – a mobile segment and a combined segment. A further aim was to gain...
Purpose – The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and perceived reliability and corporate brand image in an offline or bricks and mortar context....
Purpose – The purpose of this paper is to explore the relationship between the customer's risk aversion and its relationship with brand loyalty and to test empirically whether this relationship is mediated by brand trust and brand affect. Design/methodology/approach – A randomly selected...
Purpose – The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands and corresponding competition among global...
Purpose – The purpose of this paper is to examine the extent of use of the price‐quality cue in financial services, and to uncover some of its drivers. The drives studied are: advertising exposure, product complexity, and consumer price knowledge. The use of price as an indicator of quality...
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