OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness has not been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude and merchandise attractiveness bas...

consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...

Penelitian ini bertujuan untuk menguji pengaruh Brand Attitude, Quality, dan Value terhadap Loyalty. Data dikumpulkan menggunakan kuesioner online dengan sample sebanyak 166 responden. Hasilnya menunjukan bahwa Attitude berpengaruh positif Loyalty, Quality Loyalties, brand Banyak pelanggan menggemari smartphone Samsung karena memiliki keunggulan sehingga dapat mudah memikat pelanggan. keterbata...

With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism indu...