If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

Growing attention for Social Media marketing has resulted in a burgeoning field of research and practice; yet, hitherto few studies have provided empirically grounded and comprehensive typologies for assessing, classifying, and in turn, informing the future development of Social Media marketing communications. The lack of such comprehensive and valuable typologies appears to be related to (i) t...

Clothing that is used ereyday lif ca display various function and presentation. Even though one of them the from communication in clothes can be a means to convey nonverbal messages or information without using words. One part delivering this use jacket for daily activities Wild Jacket. The purpose promotional design describe unknown because conditions on internet are not focuse specifically di...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

The authors propose EQUITYMAP, a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. It defines brand equity at the firm level as the incremental profit per year obtained by the brand in comparison to a brand with the same product and price but with minimal brand-building efforts. At the customer level, it determines the difference between an individual c...

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines ...

today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...