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Brand preference refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli". [ 54 ] Brand trust refers to whether customers expect the brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases.
This is in contrast to the brand image, which is a customer's mental picture of a brand. [107] The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is distinct from brand image.
In addition, Martinez and de Chernatony (2004) [29] classify the brand image in two types: the general brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and "the dilution effect is greater on product brand image than on ...
A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand. [1] For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchases, customer lifetime value, customer advocacy, and ...
The ways in which corporate brands and other brands interact is known as the corporate brand architecture. Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture , sponsorship , employment ...
Emotional branding is critical in marketing as customer emotional attachment towards a brand such as feelings of sympathy, sadness, pride, and anger results in distinct meaning of the individual's environment and therefore has unique motivational implications towards the choice and decision making.
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Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.