The purpose of present study is to explore impact of marketing mix (price, firm image, distribution intensity, promotion and propaganda) on the brand equity of Asia Insurance Firm in view of its customers and prioritizing of these elements based on significance of their impacts. The statistical population includes customers of Asia Insurance Firm in Shiraz, IRAN. Data is collected using questio...

This study employed Aaker's brand personality framework to empirically investigate the personality of denim jeans brands and to examine the impact of brand personality on consumer satisfaction and brand loyalty based on data collected from 474 college students. Results revealed that the personality of denim jeans brands can be described in six dimensions with 51 personality traits: attractivene...

This research aims to validate and factor-analyze the Fan Based Brand Equity (FBBE) questionnaire of football in Iranian supreme league clubs. The present research is of descriptive-analysis type and has been done by survey method. The statistic population included football clubs fans of the Iran’s 13th supreme football league, and the sample society was 880 people chosen from seven clubs fans ...

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 purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in...

Being able to determine the equity of a service or goods brand is of paramount importance to marketing practitioners and scholars alike. One way to determine the equity of a brand is through the measurement of brand associations. Few studies have constructed brand association measures in the context of either goods or service brands and most have been constructed to measure traditional goods br...

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...

This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand associations that are favorable, strong, and unique in consumer's mind, associative network memory model is utilized, Brand Concept Maps technique employed to illustrate core how they linked consumer memory. The two pillars London's knowledge, awareness image, explored, their impact on co...