Life-role transition is a state wherein people pass through different life stages, involving changes in identities, roles, and responsibilities. Across six studies, the current research shows that consumers under life-role have more favorable attitudes toward distant (i.e., low- or moderate-fit) brand extensions than who are not transition. The effect driven by sense of self-concept ambiguity a...

This research identifies evidence regarding the nexus between antecedents of CBE dimensions and consequences on smartphone brands in Indonesia. Data were collected through an online questionnaire targeted at a total 1251 users/consumers AMOS SEM was used processing statistical tests this research. Convergent validity composite reliability also to check items. The authors found that consumer inv...

The authors develop a conceptual model of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonin/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors) on behavioural intention. Marketers should gain a detailed understanding of consumers’ perceptions of p...

Now-aday’s quality of the products is the primary concern for the customers. Customers value their money and always prefer the quality product. Tobacco industry is a potential industry and its growth is also related with national GDP. About one percent of our GDP is used in consumption of tobacco product that is why it becomes a huge market for the competitors of tobacco industry. As the cigare...

Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to crea...

Purpose of the study The relationship between mutual fund performance and fund flows has been studied widely, but less attention has been given towards mutual fund launches and their success. For services the company itself plays as the brand, and thus product launch can be viewed as brand line extension. This paper investigates the importance of brand performance, company track record, on the ...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

While Extension communication units have seen success in implementing brand strategies to raise awareness of Extension, the public value and need for programming continue be misunderstood. College students potential ensure future is viable. To expose undergraduate a relations seminar was developed delivered by state specialist 95 enrolled an agricultural technical writing course at land-grant u...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...