Support is found for all proposed hypotheses. These findings indicate that brand personality
will have a positive influence on product evaluations and that subjects exposed to a brand's …

The benefit of sales promotions is that they induce choice. However, this benefit may be offset
by undermining preference for the brand when it is no longer promoted. Despite the fact …

A substantial literature stream indicates there are benefits to having a favorable brand
personality, such as enhanced brand attitudes and purchase intentions and higher levels of …

Because the brand now occupies a cornerstone position in marketing strategy, the concept
of brand personality and its influence on consumer behaviour has emerged as a critically …

… Correspondence regarding this article should be sent to: Traci H. Freling, Assistant Professor
of Marketing, University of Texas-Arlington, 217 Business Building, Arlington, TX76019 (…

While the expanding body of attribute framing literature provides keen insights into individual
judgments and evaluations, a lack of theoretical perspective inhibits scholars from more …

The objective of this paper is to resolve mixed findings about which type of evidence is more
persuasive—statistical or anecdotal information. In a meta-analysis of 61 papers exploring …

Purpose This study aims to explore and extend the consumer–brand relationship literature
by integrating the relatively new construct of brand coolness with a growing body of work on …

This study investigated the relationship between Super Bowl advertising and advertisers'
market valuation, identifying several factors that influence the financial rewards of this media-…

Consensus claims are broad declarative statements used in an advertisement purporting
that a majority of a certain group of consumers prefer or use the sponsor's product or service. …