Spanish Journal of Marketing - ESIC: Volume 22 Issue 3 , Open Access

New challenges in brand management

Cleopatra Veloutsou, Elena Delgado-Ballester

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products

Apostolos Giovanis, Pinelopi Athanasopoulou

The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based…

Exploring and consolidating the brand personality elements of the political leader

Varsha Jain, Meetu Chawla, B.E. Ganesh, Christopher Pich

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand…

Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

Raouf Ahmad Rather, Shehnaz Tehseen, Shakir Hussain Parrey

On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI)…

Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets

Rasha H.A. Mostafa, Reham I. Elseidi

The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with…

Store brand adoption and penetration explained by trust

Paraskevi P. Sarantidou

This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved…