Strong brand equity is important for any business. Although the concept of has been studied in various fields, its analysis not as extensive retail sector. On other hand, engagement gaining more importance recent times. Customer an increasingly relevant and researched topic. However, studies that relate this to trade are common. The present work aims analyze effect on different components equit...

Researchers in marketing have long recognized that current populations of customers can influence the behavior of prospective customers. This paper draws on existing marketing theories to empirically examine how changes in student body demographic segments influence future demand for MBA programs. Using a longitudinal analysis of data spanning 18 years, we find that higher proportion of female ...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...