Authenticity in horizontal marketing partnerships: A better measure of brand compatibility

The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

“…Brand heritage consists of 9 phrases. also adapted (Napoli et al, 2014) scale for measuring Quality commitment dimension, which consists of 6 phrases .The study adopted (Schallehn et al, 2019) scale, for measuring uniqueness dimension, which consists of 4 phrases .also adopted (Charlton & Cornwell, 2019) scale ,for measuring Symbolism dimension, which consists of 5 phrases.. The study depended on (Rahman et al, 2019) scale ,for measuring brand image variable, which consists of 5 phrases The study adopted (Levy & Hino, 2016;Thomson et al, 2005;Yusof et al, 2020) scale ,for measuring EMA variable, which consists of 6 phrases.…”

“…if the brands are deeply rooted in the mind of a customer, the chances of forming an emotional bond are higher (Park et al, 2010;Thomson et al, 2005). When brands provide recognizable benefits, a sense of connection with the brand that establishes in the customer mind, creates a brand emotional relationship (Charlton & Cornwell, 2019;Pourazad & Pare, 2014) (Fournier, 1998). Thus, the study hypothesizes:…”

“…Literature gaps:The author describes two research gaps based upon the literature First, the essence of the Brand Authenticity still largely unexplored and the extent to which the brand's originality was affected by the recurrent crises facing it. Second, the process of keeping and protecting the brand authenticity remains underexplored, Though some work provides an understanding of the brand authenticity antecedents(Charlton & Cornwell, 2019;Fritz et al, 2017).At best of our knowledge, there isn't a holistic quantitative studythat has yet analyzed the relationship between brand authenticitydimensions and EMA and testing the mediating role of brand image in the airline service especially, Egypt Air company as a national company established in 1932 and recently suffered from some crises. Thus, the present paper aims to identify the relationship between brand authenticity and EMA among Egypt Air customers to identify whether Egypt air authenticity can address and treat with the bad psychological impact that can be left in the consumer minds after repeated accidents and crises in the field of Airline.…”

How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions

“…La implicación con el evento es otro aspecto abordado en la literatura. El nivel de implicación del individuo con el evento patrocinado está estrechamente ligado al componente motivacional del comportamiento del consumidor (Zaichkowsky 1986;Cornwell y Cote 2005;Charlton y Cornwell 2019). Este componente hace referencia a las emociones, estados de ánimo y sentimientos evocados por un objeto; o, dicho en otras palabras, a la relevancia personal percibida de un estímulo o una situación, en nuestro caso, el evento patrocinado.…”

The mediating roles of green brand image and attitude of green branding in the relationship between attachment of green branding and excessive product packaging in Thai sports manufacturing firms

“…The self-concept of an individual, focus on the environment, and self-consciousness for being the part of environment drives the eco attitude. The brand attitude is referred as the automatic effective reaction towards an object that is the subjective feeling of an individual for the entire brand (Charlton & Cornwell, 2019). The concepts of environmental sustainability and brand attitude are integrated in this research for defining the eco-attitude of consumer being the GBAT.…”