OBJECTIVES This study aimed to test the potential impact of plain packaging for cigarettes on brand appeal among highly socioeconomically disadvantaged smokers using the new design for cigarettes implemented in Australia, which combines plain packaging with larger health warning labels. DESIGN A 2×2 factorial design trial embedded within a cross-sectional computer touchscreen survey. Data wer...

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 article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

OBJECTIVES To assess the impact of two interventions on computer-generated prescriptions for antibiotics--(i) an educational intervention to reduce automatic computerised ordering of repeat antibiotic prescriptions, and (ii) a legislative change prohibiting the "no brand substitution" box being checked as a default setting in prescribing software--and to compare these findings with those of a s...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...

— The usage of mobile devices for mobile learning is becoming increasingly popular. There is a new brand of students in the universities now-a-days who are easily connected to technology and innovative mobile devices. We attempt to do an analysis on a survey done with university students on mobile device usage for mobile learning purposes. This is to find the learning trends within the student ...