The literature on brands has focused on the importance and determinants of their use by consumers and the implications brands have for firms. However, many studies that ana- lyze the tendency of consumers to use the brand name in their purchasing decisions (TBN) do not use any scales that have...

this paper analyzes the extent to which the tendency to use the Brand name (tBn) is affected by consumers ethnocentrism (Cet) and is intended to determine whether this influence varies depending on the age or sex. this uses a Web-based survey conducted in two countries (spain and Russia), using...

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final...

This work analyses the relationship between personal consumer values and the tendency to use the brand name in consumption decisions. We hypothesized that the tendency to use brand name is influenced by consumer values and that there are differences between countries. Although brand name is an...

Se estudia la dependencia de la marca y los valores de los consumidores, considerándose el resto de criterios significativos que se tienen en cuenta a la hora de tomar una decisión de compra. Basándonos en dos muestras (española=443 y rusa=696) y mediante un cuestionario basado en Web se...