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This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model ...

Whilst the word brand is used widely in marketing, it is a word which has multiple meanings, and can not be clearly defined. This lack of any clear definition presents significant problem in brand theory, creating confusions and significant problems in the way in which research is formulated and undertaken. The paper examines the use of term in the study of brand equity and brand personality, a...

Background: Intravenous catheterization is a routine technique in medical centers which can cause diverse problems such as thrombophlebitis. Objective: This study aimed to resolve replacement scheduling and proper cannula diameter and position issues for intravenous catheters. Methods: In this 2015 experimental cohort study, 232 hos...

Abstract This article examines ‘brand love’ in a cross-cultural sample from New Zealand and China. Rather than interpersonal love, Howden’s model of spiritual love was applied this research. Two groups tertiary students, China, were interviewed on their brand relationships using semi-structured format analyzed reflexive thematic analysis. The results showed that all four components could be use...

In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the m...