The image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. The purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. The components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. The relationship between the brand image an...

Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...

Typically, the image of a destination is studied by questioning a sample of tourists about their perceptions using a list of attributes and then condensing the data into average values for each individual destination. The city perception analysis (CPA) presented in this article, which is based on the perceptions-based market segmentation concept (PBMS, Dolnicar, Grabler & Mazanec, 1999; Mazanec...

Social media brand communities have been widely adopted by marketers as a marketing channel to engage consumers, and by consumers as a source of product/brand information prior to their purchase decisions. The popularity of social media brand communities has attracted some academic research efforts. However, there still exist important research gaps to be addressed in the existing literature. F...

Background. Brands are the most important source of emotional attachment with the consumer, it should be used as a vital tool for attracting and retaining customers of the organization and various sports organizations, should follow the theoretical principles related to brand management and brand loyalty and move towards strategic brand management as a superior marketing philosophy. Objectives...

Consumers in grocery retailing commonly buy bundles of products to accommodate current and future consumption. When all products in a articular bundle share common attributes (and are selected from the same product category), the consumer is said to assemble an assortment. This esearch examines the impact of assortment variety on the assortment choice process. In particular, we test the predict...

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 ...

Social media services, such as Twitter, enable commercial businesses to participate actively in online wordof-mouth communication. In this project, we examined the potential influences of business engagement in online wordof-mouth communication on the level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in the Twitter community. ...