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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
The Magnitude Of Company Image Improvement Through Cause Related Marketing
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image Read More »
Is Good + Bad = Neutral? How Consumers Integrate Information To Form Ethical Brand Perceptions
Companies are increasingly concerned about their ethical image and that of their brands. This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and Read More »
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 »
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