1. Brand origin: conceptualization
Several aspects of consumers" reactions to brands that may contribute to brand equity have been identified, including brand image, brand personality, brand affinity, brand relationships, brand charisma, brand attitude, and the like, but there is no generally accepted model relating these constructs to purchase processes. ... Third, we provide implications for brand image management based on our discussion, including the potential dangers of "adopting" an origin. ... Brand origin - a conceptualization In this section, we present a definition of brand origin, clarify some salient aspects...
- Word Count: 7350
- Approx Pages: 29
- Has Bibliography
- Grade Level: High School