Background. Brand Personality (BP) is one of the most commonly used concepts in marketing literature, and academicians and marketers believe in its benefits. Today, brand personality plays an important role in strategic management and it is considered as one of the most important tactics of an organization to gain a Competitive Advantage (CA). Objectives. This paper aims to investigate the fac...

BACKGROUND Previous studies have shown that in psychotherapy alliance is a predictor of symptomatic change, even while accounting for the temporal precedence between alliance and symptoms. However, the extent to which alliance predicts outcomes in psychopharmacology is yet to be fully investigated considering the fact that alliance can be the result, rather than the cause, of symptomatic change...

a r t i c l e i n f o Keywords: Brand loyalty Individual level collectivist values Perceived value Brand trust Perceived quality China In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between ...

This article examines the role of decision ambiguity in judgments that consumers make about an incumbent (the brand a consumer currently uses) versus an attack brand (a new, superior competitor). It is hypothesized that decision ambiguity creates an advantage for the incumbent. A conceptualization of decision ambiguity is offered. In three experiments, factors that can cause decision ambiguity ...

OBJECTIVE India has more than 20,000 registered pharmaceutical manufacturers. Consequently, there is a flood of brand names to choose from. We conducted this study to analyse and sort out the multitudinous brand names thronging the Indian market, and identified those that could create a possible confusion. MATERIALS AND METHODS Recent issues of drug formularies like Indian Drug Review, Drug I...

a Department of Journalism, College of Letters and Science, The University of Wisconsin at Oshkosh, 800 Algoma Boulevard, Oshkosh, WI 54901, United States b Department of Industrial Psychology, College of Social Science, Kwangwoon University, 447-1 Wolgye-Dong, Nowon-Gu, Seoul, Republic of Korea c Department of Advertising, College of Communication, The University of Texas at Austin, CMA 7.142 ...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

The success of superhero movies creates the characters as brand itself, which generates interest for other brands to collaborate by licensing businesses. However, business faces challenge convincing potential partners use this character grow local brand. On another side, keep looking advantage leverage their business. This research aims analyze link consumption value memorable experience used o...

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 ...

The IDEA League is a close collaboration on strategic policy issues between four European technological universities that are committed to the highest international standards in both research and education. We illustrate how the four universities established common educational quality management principles in response to the Bologna declaration and the increasing competition in attracting the b...