the purpose of this research was to investigate the relationship between customer equity and the performance of parsian international hotels corporation. for this reason it’s an applied and descriptive research. a review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. in order to examine the proposed hy...

In the integration with world economy, a large number of universities are gradually increasing, leading to strong competition. Therefore, building and managing university brand is one key strategic solutions enhance students’ loyalty towards university. This paper applied equity theory customer-based (CBBE) models assume impact image on loyalty. PLS-SEM was employed for data analysis by Smart- ...

This paper develops and illustrates a revenue multiplier methodology to estimate brand equity that addresses two major drawbacks in extant brand equity measurement methods: (i) Our methodology requires data only from easily available secondary sources; and (ii) Marketing mix impacts are explicitly modeled so as to allow a more accurate estimate of brand equity. For each specific brand, brand eq...

The purpose of this study is to examine the role brand awareness in mediating influence social media marketing on purchase intention Sensatia Botanicals products. This research was conducted Denpasar City. Research data collected using an online questionnaire with a total sample 100 respondents. A non-probability sampling method, purposive sampling, used determine samples. path analysis, sobel ...

Background. A soccer ball is the principal piece of sports equipment for soccer and original brands compete with each other for a big pie of the market. Objectives. The aim of this study’s interpretive structural model (ISM) was to ascertain the factors that affect the intent to purchase original brand soccer balls. Methods. First, by a study of the literature and by the use of the Delp...

INTRODUCTION Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consu...

lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...