Today’s markets are characterized by over-supply, intense competitiveness in every sector, increasingly aggressive competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has become the truly critical competitive factor. In order to compete, each company needs to develop an integrated communication campaign which includes di...

This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review. Then, a conceptual framework that links brand equity of the university with its online stra...

Personalization is now used at every corner and position of social media sites. Using in marketing communication an effective strategy for many businesses to improve customer satisfaction, increase sales a reduced advertising budget. This research attempt measure the impact personalized advertisement on customers' account. empirical develops tests conceptual model using structural modeling tech...

Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted an organization, compelling them increase both their donations and commitment. goal this study is propose a novel donor-based model. present takes into consideration special characteristics that confer NGOs...

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...