This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...

Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...

OBJECTIVE To study drug prescribing by brand name versus generic name in an Australian teaching hospital. RESULTS Overall, 53% of drugs were prescribed by brand name. Brand names were preferred when they were shorter and easier to remember and spell, when there was only one brand on the market, and when the brand name ended in an x. CONCLUSION Doctors might be encouraged to prescribe generi...

the study was designed to analyze credit receipt and enterprise performance by small scale agro based enterprises in the niger delta region of nigeria. a multistage sampling technique was adopted in selecting 264 agro based enterprises and 96 agro based enterprises that accessed informal and formal credit respectively. the heckman model was used to examine the factors affecting amount of inform...

As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recogniti...

OBJECTIVE This study assessed cessation and brand switching among smokers in Ontario, Canada after tobacco companies' voluntary removal of 'light' and 'mild' descriptors from cigarette packages. METHOD We analyzed longitudinal data on brand preference and cessation from a cohort of smokers (n=632) in the Ontario Tobacco Survey in Canada from 2006 to 2008 with a longitudinal regression model. ...

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure ...

PT. Dasatama Cemerlang Motor is a company engaged in the automotive sector. With increasingly fierce competition among industry, companies are required to be able handle inter-industry competition. Sales system uses cash or credit system. For every motorcycle sale, admin inputs sales data using Ms.Excel. Even though Ms.Excel has many features and functions that used process numbers, it cannot p...

This research examines whether various forms of brand associations—overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)—are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since independents emphasize the “traitedness” of behavior and tend to focus on attributes of objects, brand belief...

Brand Management is a process of planning, implementing and monitoring brand strategies that enhances the successful marketing of products or services. The evaluation of brand extension strategy can be done under two broad categories Evaluation of Existing Brand Extensions and Evaluation of Prospective Brand Extensions. The paper deals with the dependent and independent variables that could be ...