Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

ABSTRACT A review of 138 published academic articles was conducted to provide an up-to-
date and comprehensive overview of academic research of the past decade (2006–2016) …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Substantially revised throughout, Political Marketing second edition continues to offer
students the most comprehensive introduction to this rapidly growing field. It provides an …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

Purpose The purpose of this paper is to identify the patterns of customer exposure to
touchpoints by segmenting consumers based on the frequency of their exposure, and to …

Purpose The explosion in the number of touchpoints is putting pressure on companies to
design omnichannel customer experiences aimed at achieving long-term customer loyalty …

Purpose Service branding research predominantly focuses on the purchase and
postpurchase stages of the customer journey. This study aims to expand the lens of enquiry …

The customer experience literature has largely focused on experiences at a single service
touchpoint. Comparatively little attention has been given to the customer experience across …

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection
of scales in brand management. Scales are a critical tool for researchers measuring …