Purpose The purpose of this study is to examine the effect service failure severity on brand forgiveness and investigate moderating effects interpersonal attachment styles thinking severity–brand relationship. Design/methodology/approach authors used retrospective experience sampling collect data structural equation modeling (AMOS 24) analyze 570 responses collected via an online survey. Findin...

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...

PURPOSE This study aimed to identify the dimensions of sport brand authenticity and develop a valid reliable scale for measuring such dimensions. METHODS Along with sequential mixed method design, qualitative researches were conducted (a literature review on inherent value sport, 5 one-to-one expert interviews, Delphi survey 10 researchers). Based research results, an EFA (n=304), 2 times CFA (...

The purpose of his study analyze the relationships between a selection variables, such as brand experience, love, loyalty, and willingness to pay, identify post-purchase customer perceptions "green" skincare product. This research uses non-probability sampling technique. Structural Equation Modeling analysis tools through Smart-PLS software with total sample 200 respondents, 53 men, 147 women, ...

Abstract This study analyzes the network evolution, specifically that of Brazilian film network. It examines two generative mechanisms lie behind evolution: preferential attachment and fitness. The starting point is fitness may compete to shape evolution. We built a novel dataset with 974 feature films released between 1995 2017 used PAFit, brand-new statistical method, estimate joint effects o...

Abstract This study analyzes the network evolution, specifically that of Brazilian film network. It examines two generative mechanisms lie behind evolution: preferential attachment and fitness. The starting point is fitness may compete to shape evolution. We built a novel dataset with 974 feature films released between 1995 2017 used PAFit, brand-new statistical method, estimate joint effects o...

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...

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...