Creating a research brand

Creating a Green Brand for Competative Distinction

Customer Participation in Creating Site Brand Loyalty

This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization...

Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)

The aim of this research is designing the Causal Impulse Model to create a positive brand image in the dairy industry. The present research is applicable in terms of purpose, descriptive-exploratory in terms of research type, gauging in terms of collecting the data, quantitative- qualitative in terms of the kind of data, and sectional in terms of time horizons (data gathering time).Communicatio...

Creating Brand New Beginnings: One Story of Women’s Organizing

T he Women’s Empowerment Project (WEP) was created by the Chicago Coalition for the Homeless (CCH). Its goal is to empower women who are homeless to advocate for their right to decent and affordable housing, child care, and livable wage jobs. Critical to these efforts was the acquisition and development of an abandoned building on Chicago’s South Side: the Brand New Beginnings Project (BNB)1, a...

Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many cr...