Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms’ branding efforts. They classify trademarks into two categories—brandidentification trademarks and brand-association trademarks—and...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...

This study aims to analyze and find out Brand Identification, Self-Concept Connection, Love Loyalty for iPhone brand Smartphone users in Samarinda. The background of this research refers the relationship between Identification Connection that is woven by with its users. Besides seeing how formed smartphone may not necessarily create optimal love Samarinda, so it needs be reevaluated along much ...

Understanding why sport fans socially interact with other fans, participate in team-related discussions, recruit new members, and retain membership in sport fan communities is an important issue for sport marketers. In this study, we tested a model of fan community identification that included outcome and moderator variables in the contexts of two major professional sport leagues (soccer and ba...