When considering the existing body of knowledge in relation to market orientation and brand management, the role of the employee in the process has been strongly advocated (e.g. Gummeson, 1991; Harris and de Chernatony, 2001; McDonald, de Chernatony and Harris, 2001). However, the exploration of these concepts within the context of hospitality is limited. To explore such issues, the collection ...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

Abstract As promising approaches to thwarting the damage caused by phishing emails, DNS-based email security mechanisms, such as Sender Policy Framework (SPF), Domain-based Message Authentication, Reporting & Conformance (DMARC) and Authentication of Named Entities (DANE), have been proposed widely adopted. Nevertheless, number victims emails continues increase, suggesting that there should...

The brand is a very special asset and in many businesses it is the most important asset. This is due to the farreaching economic impact that brands have on enterprise. Brands influence the choice of customers, employees, investors and government authorities. In a world of abundant choices such influence is crucial for commercial success and creation of shareholder value. Even non-profit organis...

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

This paper aims at determining the effect of e-news brand trust and the consequences of e-news brand trust. The model used in this study were tested on two news brands online, namely Detik.com and Kompas.com. Total sample of this study is accounted for 418 respondents, of which 239 respondents are kompas.com reader and 179 respondents’ reader of Detik.com. Results of this study indicate that bo...