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...

The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...

This paper aims to explore how socialand self-factors may affect consumers’ brand loyalty while they follow companies’ microblogs. Drawing upon the commitment-trust theory, social influence theory, and self-congruence theory, we propose that network externalities, social norms, and self-congruence are the key determinants in the research model. The impacts of these factors on brand loyalty will...

This paper presents an empirical examination of the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), as well as the role of marketing in this relationship. We examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition ra...

Abstract This study investigates the effect of self-expressiveness and hedonic brand aspect on jealousy through love female fashion clothing brands. Conceptualized research framework is empirically tested utilization Smart PLS. Data are collected questionnaire survey from 313 consumers with convenience sampling. It proven that positively related indirectly associated for Brand in association en...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...