the main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. the present study is an applied research and is descriptive/ survey research in terms of methodology. the statistical population consists of all benetton customers who buy at benetton store in shriaz city, of which 384 custo...

cars are one of the most important symbols of modern technology which contain various social and cultural messages about concepts like gender, ethnicity, age, social class, etc. and are interpreted differently based on the needs and motivations of users. since the main aim of this research is having a deep look at use of cars among female drivers, we will first take a look at the conceptual rel...

To examine how the CSR activities facilitate a company’s brand-building process and useful in building its Brand Equity i.e., Firm-Based (FBBE). Methodology: For present study, responses have been elicited from sample of 69 company executives. Multi-stage sampling (method random sampling) is used study to select The collected dataset analyzed through SPSS (version 25) AMOS 24) software. Cronbac...

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...

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...

Global retailers define strategies coherent with local cultures and traditions, as also develop products centered on internationally diffused products. In this perspective, private labels become fundamental for such strategies as far as they contribute directly to store loyalty consolidation and indirectly, to retailers brand equity reinforcement. Moreover, private label products prove the reta...