Branding Articles

Branding_ Signaling Status with Luxury Goods- The Role of Brand Prominence_ Han, Nunes, Drèze

Branding_ The Chain of Effects from Brand Trust and Brand Affect to Brand Performance- The Role of Brand Loyalty_Chaudhuri, Holbrook

Branding_A Cross-Country Validation Study_Erdem, Swait, Valenzuela

Branding_An Approach for Assessing Demographic and Price Influences on Brand Purchase Behavior_Jones, Zufryden

Branding_Attention Capture and Transfer in Advertising- Brand, Pictorial, and Text-Size Effects_Pieters, Wedel

Branding_Brand Assortment and Consumer Brand Choice_ELI SEGGEV

Branding_Brand Attachment and Brand Attitude Strength- Conceptual and Empirical Differentiation ofTwo Critical Brand Equity Drivers_Park, MacInnis, Priester, Eisingerich, & Iacobucc

Branding_Brand Communities and New Product Adoption-The Influence and Limits of Oppositional Loyalty_Thompson,Sinha

Branding_Brand Dilution-When Do New Brands Hurt Existing Brands _ Pullig, Simmons, & Netemeyer

Branding_Brand Experience-What Is It How Is It Measured Does It Affect Loyalty _ Brakus, Schmitt, Zarantonello

Branding_Brand Love_ Batra, Ahuvia, Bagozzi

Branding_Brand Perception as Related to Age, Income, and Education_ MUNN

Branding_Brand Positioning Through Advertising in Asia, North America, and Europe- The Role of Global Consumer Culture_Alden, Steenkamp, Batra

Branding_Branded Service Encounters- Strategically Aligning Employee Behavior with the Brand Positioning_Sirianni, Bitner, Brown, Mandel

Branding_Branding in a Hyperconnected World- Refocusing Theories and Rethinking Boundaries_Swaminathan, Sorescu, Steenkamp, O’Guinn, Schmitt

Branding_Building Brand Community_McAlexander, Schouten, Koenig

Branding_Building Brand Equity Through Corporate Societal Marketing_Hoeffler,Keller

Branding_Can Repeating an Advertisement More FrequentlyThan the Competition Affect Brand Preference in a Mature Market _ D’Souza,Rao

Branding_Competitive Interference Effects in Consumer Memory for Advertising- The Role of Brand Familiarity_Kent, Allen

Branding_Conceptualizing, Measuring, and Managing Customer-Based Brand Equity_Keller


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