the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test researc...

The price e¤ects of the Swedish pharmaceutical substitution reform are analyzed using data for a panel of all pharmaceutical product sold in Sweden in 1997–2007. The price reduction due to the reform was estimated to average 10% and was found to be signi…cantly larger for brand name pharmaceuticals than for generics. The results also imply that the reform ampli…ed the e¤ect that generic entry h...

nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuou...

– In the Shadows of State and Capital: The United Fruit Company, Popular Struggle, and Agrarian Restructuring in Ecuador, 1900-1995, by S. Striffler. Durham & London: Duke University Press, 2002. – Banana Wars: Power, Production, and History in the Americas, edited by S. Striffler and M. Moberg. Durham: Duke U.P., 2003. – Banana Wars: The Anatomy of a Trade Dispute, edited by T.E. Josling and T...

the image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. the purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. the components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. the relationship between the brand image an...

The China National Tobacco Corporation (CNTC), which produces one-third of the world's cigarettes, is the largest tobacco company in the world. Over the past 60 years, the CNTC has been focused on supplying a huge domestic market. As the market has become increasingly saturated, and potential foreign competition looms, the company has turned to expansion abroad. This paper examines the ambition...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...