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Dear Brand, Please Help Me To Become A True-Man Out Of The Truman: The Role Of Brand Authenticity
Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors Read More »
Author: Lucia Malär, Felicitas Morhart, Florent Girardi, Bianca Grohmann
Contributor: eb™ Research Team
The Brand Management System: Scale Development, Reliability And Validation Across Five Business
Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are Read More »
Exploring The Relevance Of Brand Identity Within A Context Of Co-Creation
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a Read More »
Author: Catherine Da Silveira, Cláudia Simões, Carmen Lages, Sally Dibb
Contributor: eb™ Research Team
I’ll Keep The Cuddly One: Effects Of Cuteness Versus Elegance On Product Retention
Despite the existence of several successful cute-looking products in the marketplace, such as the Volkswagen Beetle or the numerous Hello Kitty accessories, it seems that marketers still prefer Read More »
Positive Brand Inferences From Processing Disfluency
Despite the widespread use of acronyms in branding (e.g., IKEA, WWF), little is known in terms of how consumers perceive them. According to research on processing fluency, easy-to-pronounce acronyms Read More »
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