The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical integration being carried out between companies, with the effect being that of ‘anchoring’ the trade mark mo...

Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of ebanking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between...

We propose that brand equity can influence job seekers’ perceptions of job opportunities. Our results suggest that job seekers view working for a strong brand as a way to build the power of their résumé. The belief that strong brands build powerful résumés is, in part, the outcome of job seekers’ beliefs that working for a strong brand will allow them to advance to better positions internally, ...

The Malaysian hypermarkets have steadily increased over the past decades with brand loyalty emerging as a frontrunner in the retail industry. There have been copious studies related to the effects of marketing mix towards brand equity instead of brand loyalty. It is the intention of the researcher to identify the effects of marketing mix on brand loyalty in the Malaysian hypermarkets sector. Th...