Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

Brand jealousy is an increasing phenomenon in recent years works of literature and its effect on the relationship between consumer brand. This study intends to explore affiliation brand willingness pay more as well mediating roles attachment materialism. The theoretical framework analyzed through a quantitative approach with help questionnaire using Partial Least Square Structure Equation Model...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...

Identifying information sources influential to travel decisions helps tourism planners strategically utilize resources to improve marketing efforts and create a strong destination image. An on-line survey (N=973) on destination brand image research was developed and implemented. The study examined image perceptions of Austria and what level of influence various information sources have on desti...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

The brand is a very special asset and in many businesses it is the most important asset. This is due to the farreaching economic impact that brands have on enterprise. Brands influence the choice of customers, employees, investors and government authorities. In a world of abundant choices such influence is crucial for commercial success and creation of shareholder value. Even non-profit organis...

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...

This paper aims at determining the effect of e-news brand trust and the consequences of e-news brand trust. The model used in this study were tested on two news brands online, namely Detik.com and Kompas.com. Total sample of this study is accounted for 418 respondents, of which 239 respondents are kompas.com reader and 179 respondents’ reader of Detik.com. Results of this study indicate that bo...