Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue has a mix of research papers-three quantitative and two qualitative. The first paper, "Brand Engagement and Materialism: Attitude Towards Shopping", by Sarabjot Singh, focuses on 'brand engagement in self-concept', which expresses how brands shape consumer identities and allow consumers to express themselves to others. The conclusion arrived at is that brand engagement in self-concept leads to a liking for shopping. The results also show that strong liking for material values builds strong preference towards shopping.

The next paper, "The Role of Consumer Personality Trait and Brand Personality Trait in Creating Customer Experience", by Bikram Jit Singh Mann and Jyoti Rawat, uses structural modeling to explain how various dimensions of brand and customer personality traits influence emotional attachment to brands (i.e., affection, connection and passion). It also shows that emotional connection with the brand in turn leads to customer satisfaction and customer loyalty. The study is conducted in the context of cell phones.

The third paper, "The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker's Brand Equity Model", by Zoyia Tanveer and Rab Nawaz Lodhi, measures the effect of brand equity on customer satisfaction through David Aaker's brand equity model. This study was conducted considering the branded shoes market in Pakistan. The results show that while dimensions of brand equity such as perceived quality, brand awareness and brand association have an impact on brand equity, brand equity in turn has an impact on customer satisfaction. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.