Building the BrightRock brand through change

Teachers ‘professional development and conceptual change through the knowledge building environment

This study aimed to investigate conceptual change as a fruitful framework in teachers’ professional development through knowledge building environment. In cognitive approaches towards education, the quality of education is seen as a result of teachers’ actions and teachers’ action is seen as a result of their cognition. Thereby the goal of many teachers’ professional development programs is to ...

Brand Building on the Internet

On the Internet today, a type of customer called “Information Seeker” may develop more easily, who tries to gather independent sources of information about different products prior to purchase and thus makes a deliberate selection rather than trusting sellers or brands. Therefore, the function of brands in transmitting information will lose significance, with enormous impact on brand loyalty, e...

Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity

The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...

Building a Global Asian Fashion Brand

Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...