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Branding recipes need upgrades by the trending fashions; as a valuable asset of the entity managing brands is a complex phenomenon. Therefore, it has gained an overpowering thirst to examine the integrated framework that provides insights into the customer-based brand equity model and the corporate ability associations. Based on the customer-based brand equity model this research identifies the relationship between customer-based brand equity model dimensions and corporate ability associations. A previously adapted survey instrument was distributed among general consumers of durable shopping goods in Khyber-Pakhtunkhwa by employing a purposive sampling technique. The data was assessed through AMOS SPSS; confirmatory factor analysis and structural equation modeling were employed to examine the relationship between the customer-based brand equity model and corporate ability associations. The findings of the study support all six sets of hypotheses which revealed that brand equity dimensions impart a significant and positive impact on corporate ability associations. The current study contributes to the literature by developing an integrated model that combines all the constructs of the customer-based brand equity model and corporate ability associations. [ABSTRACT FROM AUTHOR]

Due to strong economic globalization, domestic brands face intense competition from imported brands in global and local markets. In this competitive landscape between domestic and imported brands, it is important to understand how to improve consumer preferences for domestic over imported brands (or vice versa), as this can help us devise better marketing strategies. Building a strong brand reputation contributes to a sustainable competitive advantage source. However, little is known about the psychological mechanism underlying the relationship between brand reputation and brand preference in the Chinese market, which faces tough competition between domestic and foreign brands. Thus, the purpose of this study was to examine the mediating role of brand resonance and the moderating role of consumer ethnocentrism in the association between brand reputation and brand preference for domestic and imported brands. We conducted a selfadministered online survey using online platforms in China. A valid sample of 412 questionnaires was obtained. This study employed PROCESS macro in SPSS to test an integrated model of mediation and moderation (so-called "moderated mediation analysis"). The results showed that for domestic brands, brand resonance plays a mediating role in the effect of brand reputation on brand preference. However, for foreign brands, consumer ethnocentrism moderated the indirect effect of brand reputation on brand preference via brand resonance. The mediating effect was weaker in consumers who reported higher levels of ethnocentrism. We offer theoretical and managerial implications to improve marketing strategies for domestic and imported brands within the Chinese market. [ABSTRACT FROM AUTHOR]

In today's highly competitive marketplace, building strong brand resonance has become an essential aspect of brand management for companies operating in various industries. In the specialty fashion sector, where consumers have diverse choices, building brand resonance has become particularly crucial for firms seeking to differentiate themselves from their competitors. Specialty fashion brands offer unique and distinctive products that cater to specific consumer needs and preferences. As a result, building strong brand resonance is essential for these brands to succeed in the marketplace. However, little research has been conducted to examine the factors contributing to brand resonance for specialty fashion brands, particularly in the context of the Malaysian consumer market. In response to this gap, hypotheses and a conceptual framework were proposed in this paper with regard to the extent of external factors that impact brand resonance in the specialty fashion brand area. The literature review of the empirical study would establish the relationship between the postulated variables. Hence, this study provides several implications for further research. [ABSTRACT FROM AUTHOR]

Research question: In previous studies on consumer-based brand equity (CBBE) in sports, brand knowledge (BKNW) was the primary factor of CBBE, despite its many interrelated drivers. Particularly, CBBE was not investigated with enough depth or from a holistic perspective in the context of sports leagues (SLG). Therefore, in this study, the customer-based brand equity pyramid (CBBE-pyramid) (Keller, 2008) was adapted to the context of SLG to fill the gap which remained unexamined in the team and league branding context by examining the relationship between BKNW, brand responses (BRP) and brand resonance (BR). Research methods: A total of 412 fully completed surveys by Super Football League consumers were used to validate the measurement models and the proposed model using confirmatory factor analyses (CFA) and structural equation modeling (SEM). Results and findings: Findings of the holistic CBBE model showed that, in order for a brand to obtain positive responses and to 'resonate' with league consumers, league brand associations (LBAS) play a pivotal role. Furthermore, obtaining cognitive responses such as brand credibility (BCRD) and affective responses such as emotional feelings from consumers can increase the degree of BR, which refers to the strongest relationship between consumers and brands. Implications: Through the model presented, sports marketers will be able to better manage their league brand. They also better assess the strengths and weaknesses of the brand besides the effectiveness of marketing programs in achieving BR. [ABSTRACT FROM AUTHOR]

Abstract This study aims to contribute to the existing business strategy literature by exploring how brand-building activities contribute to the firm's value by analyzing the direct and indirect effect of investment in the brand value chain on brand resonance, profitability, and market value. This study is based on a random sample of 237 Certified European Financial Analysts and a questionnaire was employed. Harman’s single-factor test was conducted to define the presence of common method bias. Hayes Process Macro Model 5 was used to check the multiple mediation processes and indirect effects between the study's variables. The study employs the financial statements of Amazon.com, Inc. from 2010 to 2021 which has been analyzed under the standard multiple regression model. The study results reveal that Harman’s single-factor test extracts 10.397% of the total variance. On the other hand, there are significant positive relationships between the effect of investment in the brand value chain on brand resonance, profitability, and market value. The empirical evidence of this study provides an opportunity to learn about the effect of the investment in the brand value chain leads to increase brand equity which builds up in the customers' mindset and then transforms to market performance and profitability. The findings of this study can be a useful reference for future studies in academic research related to strategic thinking to maximize profitability and market value through the brand value chain.

Purpose -- Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable. Method -- This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods. Result -- The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers. Contribution -- This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator. [ABSTRACT FROM AUTHOR]

Purpose — Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable. Method — This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods. Result — The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers. Contribution — This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator.

There is a dearth of practical guidelines for the development of branded entertainment that strategically builds brands. This exploratory qualitative research paper proposes a conceptual framework for authentic narrative in branded entertainment practice to achieve brand resonance. In-depth interviews with branded entertainment experts across six continents informed content analysis and the development of a proposed framework. All participants were also invited to review the conceptual framework. Findings suggest that branded entertainment narrative is deemed authentic, and hence enhances potential for resonance, if it is aligned with the brand's identity; comprises a sincere intent to entertain; imbues emotional meaning; is original; is believable (or plausible); and shows a consideration to craft. The first three dimensions emerged as fundamental to developing authentic narrative. Brand resonance dimensions to be achieved are an emotional connection, audience engagement and a sense of community. Theoretical and practical implications include a conceptual framework of immediate value to practitioners creating branded entertainment by means of important dimensions. The conceptual framework could serve as reference for establishing measurement instruments and developing a planning model for authentic narrative to achieve resonant branded entertainment. [ABSTRACT FROM AUTHOR]

Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand's overall equity requires strategies that the brand managers must implement. Based on Marx's theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study's findings acknowledge that product perceived value did not directly influence customerbased brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customerbased brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies. [ABSTRACT FROM AUTHOR]

Museums aim to continuously entice visitors' participation through various actions such as brand power, exhibition planning, and event design, and there is a lack of research on factors that affect brand power's influence on active visitor engagement. Based on the cognitive-affective-conative (CAC') model, a study was conducted using the brand relationship theory and flow theory to explore the effects of the cognitive component of brand power on the conative component of active visitor engagement through the affective components of playfulness and brand resonance. A total of 1,280 questionnaires from Gen Y university students who visited museums across Taiwan were collected. After removing invalid questionnaires, 1,168 effective questionnaires remained with an effective return rate of 91.25 percent. The results found that knowledge, differentiation, relevance, and esteem of brand power have a significant positive effect on playfulness; knowledge, differentiation, and relevance of brand power have a significantly positive effect on brand resonance; and playfulness has a significant positive effect on brand resonance and active visitor engagement. Playfulness is the partial mediating effect of brand power's knowledge on active visitor engagement. Furthermore, knowledge, differentiation, relevance, and esteem of brand power can affect active visitor engagement through the dual mediating effect of playfulness and brand resonance. Finally, based on the research results, the theoretical and practical implications, as well as future research direction and research limitations, are proposed. [ABSTRACT FROM AUTHOR]

Brand resonance is a marketing concept under‐explored in the performing arts context. This paper responds by analysing focus group findings from a large Opera group, "Big Opera[1]" (For research integrity and anonymity requirements of focus group research, the company pseudonym is Big Opera) on how decision‐makers can enhance brand resonance. Opera patronage was dwindling before the COVID‐19 pandemic, which was further crystallized during the pandemic. As the performing arts sector tries to revive, it is useful to understand how brand resonance concepts can be used to reinvigorate patronage at the opera. A qualitative study of four opera focus groups, which included 24 participants with varying levels of attendance was conducted to examine brand resonance. The study reveals that when customers have brand attachment and love, developed through intense experiences at the opera, facilitated by engagement with the brand, and community, then brand loyalty develops for the opera by intention to re‐purchase. The paper contributes to the literature by making recommendations on how to enhance brand resonance thereby increasing attendance. Intense experiences at the opera and engagement can be enhanced by offering packaged deals, such as accommodation and dinner, or drinks and canapés packages, backstage access, the development of a social club, social media brand community and loyalty programs to increase brand loyalty. [ABSTRACT FROM AUTHOR]

Research relating to luxury brand resonance has typically focused on millennial consumers in developed countries. This has consequentially caused a lack of theory regarding how millennial consumers in developing countries build brand resonance with luxury brands. To fill this research gap, the current research examines millennial consumers' characteristics from developing countries. To test our model, we used structural equation modeling with 252 survey samples collected from China in 2019. This research identifies that the characteristics of millennial consumers in developing countries interact with the brand identification process to generate brand resonance. In doing so, this paper is able to identify the characteristics of developing countries millennial consumers. Secondly, this research also identifies that millennial consumers in developing countries are a unique cohort who have their own brand identification and assessment process. This study directs the way firms enable brand resonance for millennial consumers in developing countries. [ABSTRACT FROM AUTHOR]

In today's global competitive environment, where the functional benefits of products and services converge, the concept of experience has become increasingly important for brands in creating customer loyalty. In the present study, the effects of sensory, affective, behavioral and intellectual dimensions of brand experience on brand resonance, which represents a high level of active loyalty and interaction in the brand-customer relationship, were examined through two brands selected from two different sectors. The research was carried out using the survey method by reaching a total of 465 people who are users of the relevant brands. In the analysis of the collected data, it was aimed to determine the effect of different dimensions of brand experience on brand resonance separately, and to compare the results by repeating the analysis for both brands. The results obtained in the study show that affective, behavioral and intellectual experiences had a significant effect on brand resonance in both selected brands, while sensory experience dimension did not make a statistically significant contribution to explaining brand resonance. [ABSTRACT FROM AUTHOR]

Research Aims: The objective of this research is to create a conceptual model that explains how the process of building and increasing brand resonance by constructing important factors regarding consumer perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design/methodology/approach: The respondents were owners and users of Toyota Fortuner car in Indonesia. There was questionnaires distributed directly to the Toyota Fortuner car users in several big cities in Indonesia (Yogyakarta, Semarang, Bandung, Jakarta, and Surabaya). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand. Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach. The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance. Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications: This research utilizes samples on only one automotive brand and company. [ABSTRACT FROM AUTHOR]

Perceived interactivity is vital for enabling brand micro-blogs to build close relationships with customers and to enhance their customers' brand perceptions. However, few studies have explored the mechanisms by which interactivity among brand micro-blog entities can affect brand resonance, which is the pinnacle of the brand-building process. Hence, this study investigates how the interactivity of brand micro-blog entities influences brand resonance and purchase intention through brand micro-blog identification. The results show that customer-perceived platform interactivity, marketer interactivity and customer interactivity all have positive effects on brand micro-blog identification, which in turn has a positive effect on brand resonance. [ABSTRACT FROM AUTHOR]

Assessing a brand's health is a critical task for any company and brand manager. Several approaches have been offered by various scholars and consultants; however, Keller's approach to assessing brand health via conducting a formal brand audit remains one of the most robust methods. In this paper, we adopt the brand audit approach and investigate the Spanish chocolate brand Lacasa. In conclusion, we offer three concrete recommendations to Lacasa's brand managers. [ABSTRACT FROM AUTHOR]

Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can compare this problem to an industry that for argument's sake does not understand or agree on the fundamental principles of advertising or public relations, resulting in ineffective communication efforts. The lack of a cohesive understanding and application of branded entertainment erodes its core value, which is to breakthrough clutter and connect with audiences through authentic narrative; thus, the potential for branded entertainment to achieve resonance is depleted. Brand resonance builds brands strategically. This exploratory study engaged the perceptions of globally recognized brand communication decision makers across six continents on defining branded entertainment. We conducted interviews with planners and creators of award-winning branded entertainment campaigns that were recognized by multiple Grand Prix and Gold wins at the world's most respected advertising award shows. The research delivers a proposed definition: Branded entertainment is a communication effort that employs a compelling authentic narrative to achieve brand resonance. This definition can guide academics and practitioners on branded entertainment practice for strategic brand-building success. [ABSTRACT FROM AUTHOR]

The world is shocked to hear news of Toys"R"Us toy retail company from the United States filed for bankruptcy to the US government last September 2017. It is inconceivable that the world's largest toy retail company in the world has to close its 1800 store outlets in 38 countries. Using a descriptive qualitative method, the authors investigated the cause of bankruptcy of Toys"R"Us that has stood for 69 years. Through media research and an interview with an online toy player in Indonesia, it is known that the cause of bankruptcy of Lego, Barbie, and Fisher-Prince Product Company is too late to respond to the current digitalized world. Toys"R"Us did not respond quickly to the world's increasingly massive development, especially through the use of new technologies and media. The function and role of Public Relations are not optimized to support the international business communication undertaken. In this case, the role of international Public Relations is needed to improve a positive corporate image so as to attract as many customers or investors as possible. One of them by optimizing the role of Community Relations to improve brand engagement that is part of the brand resonance between companies and their customers around the world. If this potential can be managed properly, it can drive sales growth of Toys"R"Us.

Copyright of Journal of Academic Social Science Studies is the property of Journal of Academic Social Science Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services sector. Nine in-depth interviews with IFAs and nine in-depth corroboration interviews with senior marketing managers and employees in one of the UK's largest financial services providers were undertaken for the purpose of the study. The findings indicate that when applied in the context of IFAs, the existing brand equity pyramid models require modification. These findings lead to the development of an IFA-based brand equity pyramid. The new model can provide insight for financial services marketing academics and practitioners on how IFAs perceive and evaluate financial services brands to be recommended to their customers. Our findings will help financial services providers to develop strong brands in the mind of IFAs. [ABSTRACT FROM AUTHOR]

This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd's brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters' behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area. [ABSTRACT FROM AUTHOR]

The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student's psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university's brand relationship response. [ABSTRACT FROM AUTHOR]

How to effectively communicate sustainable development has been a great challenge for businesses. This study identifies three dimensions of stakeholder‐centric perceived sustainability (strength, magnitude, and mobilizability) and presents a framework to recast sustainable communication metrics. The results demonstrate that the strength and mobilizability increase perceived value, leading to an enhancement of brand resonance and purchase intention. The magnitude negatively influences perceived value. This study contributes to the literature by proposing a framework to conceptualize the three dimensions of perceived sustainability and by evaluating outcomes of sustainable communication. The research advances our understanding by showing consumers' psychological path in assessing firms' sustainable communication. The findings also support gender differences. Finally, this paper offers practical suggestions to formulate sustainable communication strategies. [ABSTRACT FROM AUTHOR]

The purpose of this article is to examine whether brand identity theory is congruent to practice in the South African banking sector. Furthermore, this paper seeks to determine whether documented brand identity (of a South African bank brand ‘A’) is aligned to employees’ decoding and understanding of the bank’s brand identity (brand identity alignment). Finally, the article establishes, which brand resonance brand-building blocks and sub-dimensions are applicable in the South African banking sector. Brand identity theory was drawn from current literature, with a specific focus on internal brand identity elements of the Brand Identity Prism, as well as internal brand-building blocks and subdimensions of the brand resonance model. A qualitative approach, using semi-structured individual in-depth interviews, was adopted to collect the data from marketing executives, branch managers, and frontline staff at branches of the reference bank brand ‘A’. This study found brand identity theory to be congruent with documented brand identity in the sector that was investigated. However, brand identity theory and documented brand identity are misaligned in respect to practice in this sector. Furthermore, brand resonance internal brand building blocks and sub-dimensions were confirmed in the South African banking sector, with the exception of the salience brand building block, as well as efficiency sub-dimension. The study’s conclusions were drawn from the findings that were extrapolated from one (bank brand 'A') of the four dominant bank brands in the South African banking sector.

In branding literature, the customer-based brand equity (CBBE) model developed by Kevin Lane Keller finds many applications. The CBBE model involves six brand building blocks out of which brand resonance is the most valuable. This research applies the CBBE model to higher education specifically to business schools to understand factors influencing brand resonance among alumni (as past customers). The empirical evidence indicated that behavioral loyalty and sense of community create feelings of gratitude which impacts brand resonance among alumni. Marketing communication to alumni should be personalized to foster sense of community creating strong emotional bonds leading to reciprocal relationships. [ABSTRACT FROM AUTHOR]

Copyright of Revista Gestão & Tecnologia is the property of Revista Gestao & Tecnologia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research studied the main factors of brand equity on brand resonance ofcustomers by using Keller's brand equity model on the website of the Central Union ofAgricultural and Rural Cooperatives in Iran. Simple random sampling was used toselect 384 customer of Iran Central Union of rural and agricultural cooperatives, whomat least once used the website of this company. The method for gathering data andinformation was according to the field study, research design was descriptive – survey.The device for gathering data was a researcher made questionnaire. For data analysis,Spearman correlation coefficient was performed to test the hypotheses and path analysiswas implemented to examine the effects of each of the dimensions of brand equity onresonance by Lisrel software. The results showed that the perceived brand performancehad positive effect on costumers brand judgment and also brand image and both of themhad positive effects on brand resonance, meanwhile the brand image variable hadpositive effect on the brand judgment of the website.

Customer retention is recognized as key to achieving long-term business success. However, in a quest to increase customer retention, marketing scholars overwhelmingly focused on customer satisfaction, trust, and commitment to fuel customer retention. Whereas, the influence of brand resonance (e.g., customer engagement, attachment, loyalty, and sense of community) on customer retention has been surprisingly ignored in the marketing literature. To address this knowledge gap, the present study aims to highlight the importance of brand resonance to determine customer retention in the microfinance sector. To meet this end, we involved (n = 407) existing clients of microfinance in urban and rural areas of Pakistan. Structural equation modeling technique was used to validate the proposed theoretical model. The results of this study show that customer engagement had a strongest positive effect on customer retention, followed by customer loyalty, customer attachment, and sense of community. Finally, we discuss in depth the limitations, future research opportunities, and managerial implications for the effect of brand resonance on customer retention.

Branding in business of institutions of higher education is one of the issues that recently have been attracted by many researchers and therefore administrators must conduct in depth studies and take effective steps in order to devise a brand strategy so that they can make a strong brand for universities. Thus, this article investigated the quality of branding and presented suggestions to improve the brand resonance of university. The main objective of the study is to show that how brand resonance can assist in developing the brand. Moreover, it aims to determine the drivers of the brand resonance in views of the students for Iran universities and take steps to build a brand resonance. After providing a questionnaire, quantitative data was collected by analyzing the comments of 475 MA and Ph. D. students in authentic universities (Tehran, Tarbiat Modares, Sharif, and Amir Kabir) in order to examine the model. Results indicated that factors of brand associations, brand affect, brand superiority, and brand identification had a significant positive effect on the brand resonance.

Customer retention is recognized as key to achieving long-term business success. However, in a quest to increase customer retention, marketing scholars overwhelmingly focused on customer satisfaction, trust, and commitment to fuel customer retention. Whereas, the influence of brand resonance (e.g., customer engagement, attachment, loyalty, and sense of community) on customer retention has been surprisingly ignored in the marketing literature. To address this knowledge gap, the present study aims to highlight the importance of brand resonance to determine customer retention in the microfinance sector. To meet this end, we involved (n = 407) existing clients of microfinance in urban and rural areas of Pakistan. Structural equation modeling technique was used to validate the proposed theoretical model. The results of this study show that customer engagement had a strongest positive effect on customer retention, followed by customer loyalty, customer attachment, and sense of community. Finally, we discuss in depth the limitations, future research opportunities, and managerial implications for the effect of brand resonance on customer retention. [ABSTRACT FROM AUTHOR]

Sublime Branding aspires to move branding toward a more thematic type of brand resonance through design solutions that have both aesthetic and conceptual depth yet are tempered so as to not overpower the audience. The "sublime" is defined in terms of its affective ability to change people. Often referred to as the "sublime turn," the sublime is explained as the turn from aesthetic experience to conscious commitment. At its core, sublime branding has the potential to positively transform the brand audience through subtle emotional experiences, otherwise referred to as "pure experience." In this sense, what can be deemed the "Sublime Branding Turn" is the turn from brand experience to social-cultural brand commitment. This level of brand audience "turn" or transformation can be fully achieved through a branding approach founded in the Eastern art of Zen. This article notes the origins and brief history of "the sublime" in Japan, defines its relationship with Zen principles, and lastly describes seven Sublime Branding Principles that the authors suggest offer a new approach to branding that develops aesthetically experiential brands that resonate with their audiences on a thematic relational level. [ABSTRACT FROM AUTHOR]

Theoretical understanding of the linkage between brands and specific aspects of self remains incomplete despite a large body of relevant research. This report develops the premise of specific aspects of self (role-identities) influencing brand preferences and reports relevant effects. Findings indicate that brands apparently 'similar' to one of the consumer's role-identities may not necessarily be those with the highest indicated levels of preference. An established individual within an identity domain may indicate lower levels of preference for a brand that he/she strongly associates with this identity. Essentially, the research reported highlights the possibility of changes in brand preferences due to role-identity dynamics. Alignment between self and brand is a net positive, but may not hold at the level of specific self-concept aspects such as a role-identity. This premise is consistent with Identity Theory and Symbolic Self-Completion Theory while highlighting a disconnection between user imagery and brand preferences. [ABSTRACT FROM AUTHOR]

Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap. [ABSTRACT FROM AUTHOR]

Intensifying competition in Iranian banking system made great banks vulnerable against guerrilla strategies of small ones. In this situation it is critical to maintain the relationship between banks with their customer for saving their market share. One indicator of bank-customer relationship strength is brand resonance. This research aims to assess determining factors of brand resonance of Bank SADERAT based on Keller’s brand equity pyramid. A 31-items questionnaire was designed and filled by self-report method from sample of 383 customers by quota sampling approach. Results revealed a positive effect of brand salience, brand performance, brand imagery, brand feelings and brand judgment on the brand resonance of Bank SADERAT. The biggest effect of independent variables on the brand resonance based on standardized beta coefficients are: brand feelings (ß=0.489), brand imagery (ß=0.173), brand judgment (ß=0.119), brand performance (ß=0.112) and brand salience (ß=0.099). Freidman test showed the priorities of brand equity components as below: brand imagery, brand resonance, brand salience, brand feelings, brand performance, and brand judgment.

The present study is aimed at analysing the relationship between three constructs; i.e. brand experience, customer experiential value, and brand resonance. The study was undertaken in two stages; in the first stage a qualitative study was conducted to identify the smart phone brands which offered rich brand experience. Further in the quantitative study, the data were obtained from 188 smart phone customers from Jammu and Dehradun cities of Northern India using a structured questionnaire. The data analysis results have indicated that brand experience has significant positive effect on customer experiential value and brand resonance. And also the customer experiential value has been found to have partial mediation effect on the relationship between brand experience and brand resonance. [ABSTRACT FROM AUTHOR]