This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

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...

Many companies have no reliable way to determine whether their marketing money has been spent effectively, and their return on investment is often not evaluated in a systematic manner. Thus, a compelling need exists for computational tools that help companies to optimize their marketing strategies. For this purpose, we have developed computational models of customer buying behavior in order to ...

Hierarchical loyalty programs award elevated customer status (e.g., “elite membership”) to consumers who meet a predefined spending level. However, if a customer subsequently falls short of the required spending level, firms commonly revoke that status. The authors investigate the impact of such customer demotion on loyalty intentions toward the firm. Building on prospect theory and emotions th...

This study aimed to determine the effect of customer satisfaction on brand trust, loyalty, and equity. The population in this are Marugame Udon customers Greater Jakarta area. sampling technique used was purposive sampling, namely who had made purchases more than twice so 201 people were obtained as samples. analytical method uses a structural equation model with help smartPLS 3. results show t...

Brand influencing factors including customer experience, brand innovativeness, word of mouth, and advertising, are studied in the previous research. However, there is a dearth exploratory endeavors study relationships between corporate social responsibility, customer-based equity context retail banking sector developing nations. Therefore, present aims to examine roles advertising equity, evalu...