Does Brand Loyalty Decline? Investigating Brand Loyalty Evolution And The Role Of Product Category
The ultimate goal of marketers is to achieve high loyalty toward their brands. However, there is a common belief that brand loyalty declines over time. In this paper we offer insight into this area Read More »
Author: Polymeros Chrysochou, Gauthier Castéran, Lars Meyer-Waarden
Contributor: eb™ Research Team
Examining The Relationships Between Integrated Marketing Communications And Brand Equity
Integration of marketing communications has taken on a new imperative and urgency in recent years. One of the most important goals of Integrated Marketing Communications (IMC) is to effectively Read More »
Author: Alejandro Molla, Seric Maja, Irene Gil-Saura
Contributor: eb™ Research Team
Examining The Impact Of Brand Equity On Customer Equity
In this study applying two new macro measures of brand equity and customer equity which are objective, and based on publicly available data, we study the impact of brand equity on customer equity Read More »
Author: Abas Mirzaei, David Gray, Chris Baumann, Steven D’Alessandro, Lester W Johnson
Contributor: eb™ Research Team
Luxury Experiences Over The Life Course: Insights Into Generation Y
This study adopts a life course perspective to broaden our current understanding of the complex nature of consumer luxury experiences. Narrative biographical interviews with members of Generation Y Read More »
Author: Sylvia Von Wallpach, Martina Bauer, Andrea Hemetsberger, Ingrid Probst, Katharina Auer-Srnka
Contributor: eb™ Research Team
Making Sense Of Multiplicity: Examining Young Consumers’ Emic Constructions Of The Self
While there has been enduring interest in the topic of multiple selves in consumer research, the literature has paid little attention to multiple selves in a youth context. This study seeks to Read More »
Author: Hayley Cocker, Maria Piacentini, Emma Banister
Contributor: eb™ Research Team