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...

Purpose The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand after self-relevant consumption incidents. Specifically, this research proposes that follow complex shame-inducing process the aftermath unpleasant experiences involving their favorite brand. moderating role relational tie strength betwee...

Substituting generic for brand drugs whenever possible has been proposed as an effective way to control prescription drug expenditure growth in the United States. This work investigates whether mandatory switching and presumed consent laws are effective in increasing generic drug use. The analysis uses plausibly exogenous changes in states’ drug substitution policies for identification. The Dif...

Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted recent studies, as benefit facilitators. This study addresses importance these their interaction effect on loyalty fast-moving goods (FMCG) category. The results quantitative show that FMCG, SMBC is driven by information searching, passion, feelings community c...

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase loyalty. Prior research on mainly focused perceived value; these studies omit consumers’ views of value. Therefore, this study examines congruence between values (functional, emotional, social, and ethical value) benefits (enabling, enticing, symbolic, socially responsible benefits) id...

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...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

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...