The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand equity, which include physical quality, staff behavior, ideal selfcongruence, brand identification, life style-congruence, trust and environment. Questionnaire has been used to collect the data from the ...

Marketers are fundamentally interested in how consumers make buying decisions. A recent method of non-invasive brain imaging, magnetoencephalography (MEG), was used to observe subjects making decisions on a virtual (video) supermarket visit. At each of 90 stops, the subject was invited to choose one of three brands. Package height and color discrimination tests provided control experiments. Sub...

The most important determinants of brand equity are image and loyalty. These critical elements affect the customer’s thought processes build up their perception brand. main objective this research study is to investigate association between association, loyalty how they impact equity. In order achieve intentions, a model reflecting effect on was conceptualized. Hypotheses were formulated assess...

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure ...

Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities...

In effort to enhance sustainable development, manufacturers and retailers have collaborated to develop a standardized sustainability index based on supply chain life cycle information. However, it is unclear whether this index will help consumers make more sustainable purchases. Research conducted in a retail laboratory addresses consumer attitudes, purchase intentions, and product choices with...