consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

the main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. the present study is an applied research and is descriptive/ survey research in terms of methodology. the statistical population consists of all benetton customers who buy at benetton store in shriaz city, of which 384 custo...

the purpose of this research is to examine consumers’ brand value and brand loyalty toward luxury brands and current distribution channels for those brands (i.e. free standing, shopping center, specialty store, internet retailing). the population consisted of  the costumers, aged 19-39 years, who use branded apparel that is in kerman. about 200 questionnaires were distributed among the consumer...

More and more companies are developing customer service by building Smart Community Service Brand Platforms (SCSBP). However, the impact of digital platform functions on sustainable brand relationships, mediating mechanism customer’s emotional cognition still unclear. The functional value services in property industry focuses three dimensions, including efficiency, personalization, social inter...