Branding
This topic currently groups 3 published articles across 3 issues.
Measuring brand loyalty of consumers towards chicken brands in the KwaZulu-Natal Province of South Africa
CA Bisschoff • M Schmulian
Volume 14 Issue 01 · 29 Sep 2019
Brand loyalty is regularly categorised as one of the most vital drivers for ensuring the long-term sustainability of any organisation. Advantages of having a brand loyal customer base include lower sensitivity to price…
Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country
Peter N. Kiriri
Volume 13 Issue 04 · 02 Jul 2019
Branding and brand personality have become major areas of interest for marketing strategists and academicians. This has, in turn, led to an interest in determining ways to judge brands’ own personality and the imp…
Positioning a brand extension in a retail environment: An exploratory look
Peter W. Smith • David J. Burns
Volume 08 Issue 1 · 02 Jun 2014
Increasingly, marketers are opting to extend existing brand names (core brands) to new product introductions instead of introducing new brands into the marketplace. Using a familiar brand name is thought to reduce the r…