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Between 1890 and 1940, motion pictures changed from technological novelties into heavily branded consumer products. The high sunk costs and short "shelf-life" of movies led film producers to borrow branding techniques from other consumer goods industries. They tried to build audience loyalty around a number of characteristics, but eventually learned that stars and stories were the most effective "promotion machines," able swiftly to generate massive brand-awareness and to persuade consumers to see a new film. Data from the United States, Britain, and France showing the disproportionate distribution of income and fame among stars confirm their role as persuaders. Ultimately, film producers extended the life of their products by licensing their instant, tradable brands to other consumer goods industries.

The objective of this study is to absorb the brand trust, brand satisfaction and brand attachment with ecological cost influence of consumer purchase intention. This study seeks to investigate the effect of aparant product image straight and unforeseen effects of low price, past experience,brand attachment and product awareness on customer purchase intention. Lead the consumer want to buy branded products and attached with brands. The two key factors, brand trust and brand attachment are effective on consumer purchase intention toward branded products.This questionnaire surveys distributed to levi's jeans user in Pakistan, in 160 questionnare distributed, 158 athentic questionnaire were returned. This result show, customer in pakistan explain soaring purchase intention to branded product ,levie's jeans. Brand trust and brand attachment have a positive effective on their purchase intention. This outcome show that applicant show a high intention to eacquire environmental gracious wines as well report solid relationship to the atmosphere. The study aim an useful constitutionnel mold and remark positive effectiv factors for consumers' purchase intention towards branded products.

Purpose
The purpose of this paper is to discuss and test the combined effects of openness to experience (OE) and power, and the moderator effects of social norms (SN) and perceived resources on the choice of luxury attributes for branded products in Vietnam.


Design/methodology/approach
Based on a self-administered survey data of 207 Vietnamese consumers, a structural equation modeling approach for moderator analysis with latent constructs is used to test the hypotheses.


Findings
OE and power have both direct and interactive positive influences on the choice of luxury product attributes. In particular, the effect of OE is weakened by the negative moderator effect of SN, but the effect of power is strengthened by the positive moderator effect of perceived resources. The inclusion of interactions increases the explained variance of the choice of luxury product attributes from 24.8 to 35.8 percent.


Research limitations/implications
Future studies would benefit to investigate other personality traits (e.g. extroversion or agreeableness), personal values (e.g. achievement), SN (e.g. descriptive norms) and resources (e.g. time).


Practical implications
The study findings suggest that brand managers should attend the how individual and social factors interacts in explaining the choice of luxury product attributes.


Originality/value
This study is the first discussing, testing and finding empirical evidence supporting the combined effects of OE and power on the choice of luxury product attributes as well as moderator effects in these relationships.

AbstractThis research provides insight into how touch effects differ by brand familiarity and brand status. Using schema theory and contagion theory, hypotheses were tested in two between subject experiments. A sweater and pillowcase served as product stimuli and consumers were exposed to a known and unknown brand for the brand stimuli. Findings provide support for a brand contagion effect where a luxury branded product is concerned and suggest that this effect is activated through product touch. Interestingly, brand familiarity did not seem to influence the relationship between touch and product evaluation. This paper finds brand status to be a moderator of touch effects on product evaluation while brand familiarity is not. Additionally, a brand contagion effect activated through product touch is shown. The results of this paper provide insight for marketers and retailers regarding marketing strategies for different levels of the product life cycle (where familiarity differs), brand extension strategies (where familiarity and brand status may differ) and, most crucially, design of in‐store layout and product displays. It advances knowledge in the field of sensory marketing by integrating and conceptualizing previously unexplored relationships between three key areas of literature, namely product touch, brand familiarity, and brand status.

PurposeIn an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication actually results in the preference of the branded product. The purpose of the current research is to contribute to this understanding relative to pre‐teenaged consumers.Design/methodology/approachThree research questions related to brand preference and choice were investigated using a two‐group experimental design with a convenience sample. The impact of product placement on choice was assessed within minutes of the exposure. Preference and choice were also assessed two weeks later.FindingsThe findings suggest that branded product placement may not affect attitudes or behavior of pre‐teenaged consumers.Originality/valueAlthough empirical findings suggest the practices may not lead to the intended attitudes and behaviors in adults, the theory of mere exposure and research related to social learning theory provide support for the effectiveness of the practice in reaching pre‐teens.

ABSTRACTInternet technologies and e‐commerce have significantly reduced communication and search costs and facilitated trade between distant parties. It has been advocated that the world becomes flat and geographic divisions are gradually irrelevant. However, recent studies have identified a type of location advantage in online platforms, that is, home bias. To further explore the role of geography in online markets, this study investigates another type of location advantage, the country of origin (COO) effect for online sellers. Using a large listing and transaction data set collected from both an e‐commerce retail platform in China and the official Web sites of two foreign brands, we examine the impact of geographic location on online sellers' pricing strategies and transaction quantities. Our research provides empirical evidence supporting the existence of the COO effect for online sellers in the context of foreign branded product exchanges. Furthermore, the results suggest that sellers' location information can be a substitute to their reputation and observable effort in facilitating online transactions.

Branded products have become a prominent focus for young consumers in Indonesia, often leading to significant expenditures and the development of compulsive buying behaviors. This study explores the mediating role of consumer vanity in the relationship between money attitudes and compulsive buying among undergraduate students in Surabaya, Indonesia. Data were collected from 276 participants using a purposive sampling method. The analysis, conducted with Hayes' Process Model 4, examined the influence of three money attitude dimensions—power prestige, distrust, and anxiety—on compulsive buying. The findings reveal that consumer vanity significantly mediates the relationships between power prestige (β =.16, CI =.08,.24), distrust (β =.23, CI =.10,.37), anxiety (β =.35, CI =.21,.52), and compulsive buying. These results suggest that young consumers use branded product purchases to project success and align themselves with an affluent lifestyle. Compulsive buying emerges as a behavior through which individuals display power and status, reinforcing the role of consumer vanity in driving such purchases.

PurposeThe purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.Design/methodology/approachIn total, 433 valid responses were collected from active bank/department store co‐branded credit card holders, from four major Chinese cities. Regression and t‐test analyses were used to test the hypotheses.FindingsThe findings revealed that affective loyalty to the bank and the department store, as well as perceived credit card benefits, all positively influence consumers' attitude toward bank/department store co‐branded credit cards. Additionally, results showed a positive relationship between attitude and intention. Moreover, gender differences were also found to be significant in affective loyalty to the bank and the department store, as well as with the intention to use co‐branded credit cards.Originality/valueThe paper contributes to the co‐branding literature by gaining a better understanding of co‐branded partners in symbiotic marketing collaboration.

Globalleşen dünyada ürünler, enerjiden, elektroniğe, bilişime, tekstile, otomotive, gıdaya, temizlik ürünlerine kadar her geçen gün artan çeşitlilik göstermekteler. Sosyal yapıları ve ekonomik gelirleri farklılık gösteren ve birbirlerinden ayrışan satın alma kararlarına sahip olan tüketiciler de, gittikçe küçülen pazar bölümlerine ayrışmaktalar. Kararların neye göre verildiğini belirleyebilmek adına, yeni pazarlama stratejileri oluşturulmasının ve bunların geliştirilmesinin gerekliliği ortaya çıkmıştır. Bu şartlar altında markalaşmanın kuralları belirlenirken tüketiciler, üreticiler ve perakendeciler önemli kavramlar olarak ortaya çıkmaktadırlar. Bu çalışma, market markalarını tercih eden-etmeyen müşterilerin sosyoekonomik konumlarını, demografik özelliklerini, kişisel özelliklerini, alış-veriş tercihlerini vb. özelliklerini belirlemeye çalışmıştır. Çalışma da, alıcılarının profili belirleme işleminde, kümeleme ve varyans analizinden ve tukey testlerden yararlanılmıştır. Analizler sonucunda ulaşılan üç küme ile ilgili bilgiler tablolar aracılığı ile özetlendi. Ulaşılan sonuçlara göre, 1. kümede bulunan gelir ve eğitim düzeyi yüksek müşteriler, ulusal/uluslar arası marka kullanımına hassastırlar ve tercihlerini bu yönde oluşturmaktadırlar. Market markalı ürünleri kaliteli olarak algılamamakta, fiyat ve kalitenin ilişkili olduğu düşünmektedirler. 2. kümede, orta gelir grubuna dahil, kalite algısına önem veren, market markalı ürünleri kaliteli olarak algılayan, fiyatını makul bulan bir kesim bulunmaktadır. 3. küme ki alım gücü düşük bireyler, market markalı ürünün marka değerini yüksek, ulaşılabilir, çeşitliliğini çok ve market tarafından garanti altına alınmış ürünler olarak tanımlamaktadırlar.

Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research