Most of previous studies on mobile banking focus on the initial adoption by drawing upon the technology acceptance theories, while the post-adoption issues (e.g., loyalty) have been rarely examined. To fill this research gap, based on brand equity theory and symbolic value theory, we propose a research model to articulate the relationship between technology leadership, brand equity, and custome...

This research uses the theory of flow to examine the effect of 2D versus 3D virtual world environments on brand equity and use intention. The results suggest that a 3D virtual world environment has both positive (indirect) and negative (direct) effects on brand equity. The positive, indirect effect of the 3D virtual world environment occurs through feelings of telepresence and enjoyment, both o...

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. The result...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...

This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: c...

[Excerpt] Despite the importance of the first stage of recruitment, there has been limited research regarding the factors that influence job seekers’ decisions during this stage or how firms can systematically impact those factors (Barber, 1998). There is some evidence that employment brand equity (Cable & Turban, 2001; Collins & Stevens, 2002) affect job seekers’ attraction to and intentions t...

by Yan-Ming Li, M.A. Washington State University May 2011 Chair: Joan L. Ellis Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Studies using experimental auction methodology to elicit revealed preferences in branded apparel products have been minimal. The p...

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

The Impact of Customer-Based Brand Equity on Revisit Intentions: An Empirical Study of Business and Leisure Travelers at Five Shanghai Budget Hotels Yaqian Zhou Abstract The purpose of this study is to explore how, from a customers’ point of view, brand equity influences budget hotel revisit intentions. The research is based on a convenience sample of 400 respondents who had stayed at top-5 bud...

Background. Today, Building strong brands, Because of the extraordinary advantages that it creates, have been the marketing priorities of many organizations. Strong brands for a company, Creates an identity in the market. Objectives. This study aimed at Prioritizing factors affecting brand equity of popular football clubs in Iran. Methods. The design of the study was descriptive with practica...