This study analyzes the impact of brand extension strategies upon Competitive Advantage in Service Companies from Costumers point of View among Parsian Bank and its Affiliated Service Companies in Isfahan City. In this study, for collecting data a questionnaire was used. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses .The results i...

This article gives a review of the comprehensive concept of perceived product quality: definitions, impacts, factors affecting perceived product quality, determinants and consequences of perceived product quality, its dimensions. Besides, it also gives the recommendations for making perceived quality match actual quality. Nowadays, as businesses’ competition becomes greater, the concept of perc...

Luaran yang ingin dicapai pada kajian ini menghasilkan Literature Review dari faktor-faktor penting menimbulkan Brand Equity. Telah banyak penelitian sebelumnya menemukan mempengaruhi Namun, faktor- faktor menjadi pertimbangan utama terbentuknya Equity berdasarkan telaah penelitian-penelitian relevan adalah Trust, Image, Perceived Quality, & Loyalty. Kajian memberikan kontribusi faktual dan...

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...

In this paper we attempt to offer an overview of some of the various points of view, which coexist (Arata, 1999) within the broad term ‘Digital Interactivity’. We review identified characteristics of and constraints on interaction, then discuss important elements of digital interactivity (feedback, immersion and engagement, simulation, play, hypertext). We select link authoring and the construc...

Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two d...