BACKGROUND Zimbabwe suffers from one of the greatest burdens of HIV/AIDS in the world that has been compounded by social and economic instability in the past decade. However, from 2001 to 2009 HIV prevalence among 15-49 year olds declined from 26% to approximately 14%. Behavior change and condom use may in part explain this decline.PSI-Zimbabwe socially markets the Protector Plus (P+) branded l...

Cross-Brand Pass-Through in Supermarket Pricing We investigate the sensitivity of cross-brand pass-through estimates to two types of pooling: across stores, and across regular price and promotional price weeks. Using the category data from Besanko, Dubé and Gupta (2005), hereafter BDG, we find consistent support across all 11 categories for the predictive power of the wholesale prices of substi...

Drawing on Urde’s (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottis...

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...

Sales promotion is one of the key promotional mix elements that is commonly employed by firms that find themselves in very competitive industries like the telecommunication industry. The rationale behind the research was to establish whether sales promotion to any extent retains customers and to identify the perception of consumers on the benefits associated with sales promotion in the telecomm...

Brands often form alliances to enhance their brand equities. In this paper, we examine the alliances between professional athletes (athlete brands) and sports teams (team brands) in the NBA. The athlete brands and team brands are matched to maximize the total added value created by the alliance. We obtain the athlete brand’s and the team brand’s respective gains from their alliance by estimatin...

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. proliferation of communication about and its media provides consumers with sufficient even overload information make purchase decision. from preferred brand also other might create confusion among have impact intention skin care Indonesia. Using TPB theory dimensions equity as antecedent ...

Present study mainly aims at exploring the various factors that influences consumer buying behavior and purchase decision and to identify the various promotional activities used by the sellers in order to motivate the consumer buying behavior and purchase decision. This study consists of Indian cosmetic industry. It is one of the fastest growing industries in India. Cosmetics are mixtures of su...