Brand symbolism, which stems from the vitality of brand and feeds self-symbolism social has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, identity cognitive consistency using data 439 customers Starbucks in Lebanon, we used integrative model examine how perceived service quality, Corporate Social Responsibility (CSR) skepticism ...

the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test researc...

Despite the importance of social networking services (SNSs), their engagement and role as a critical marketing technology tool in explaining travellers’ approach behaviours are not well known. The present study investigated influence SNS on traveller loyalty generation for chain hotel brand health this business by considering roles attitude, awareness, trust, attachment impact age. Fostering cu...

While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, related, concepts, as therefore explored in this article. Drawing on social identity theory service-dominant-logic, study develops tests a model that explores effect customers' credibility, -value congruence, -experience their identificatio...

nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

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...