Customer loyalty is about appealing to the right people, getting them buy often and in larger quantities. Although many studies on have been done (Bambang et al., 2023; Huang, 2009), however, determining factors affecting customer still needs further attention. 1971 respondents were selected for purpose of this study. The from several major cities Sarawak. This study identified that there are e...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

in this paper, the factors affecting the attitude of youth toward immigration have been examined, using a survey method and questionnaire. the sample under study consisted of 892 young people from shiraz. the theoretical framework of the research was based on the theories of giddens, bayen, izen, and lee’s theory of immigration and the experimental method of research was designed based on their...

The influence of company reputation, or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe . To establish the western researcher’s external validity of theories in other count...

This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: c...

The authors propose a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The incremental contribution is driven by the individual customer’s incremental choice probability for the ...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...