Brand in UK Law

Purpose: This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three co...

Purpose: – This study aims to investigate the nature of brand hate, its antecedents and its outcomes. Design/methodology/approach: – The authors conduct two quantitative studies in Europe. In Stud...

Purpose: The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing a...

In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses...

Purpose: This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand ...

Purpose: This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach: A mixed-methods approach was adopted including a qual...

Purpose: The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consum...

Purpose: Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear...

Purpose: This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love. Design/methodo...

Purpose: The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given th...