Identity, Positioning, Brand Image and Brand Equity Comparison.

Brand Equity, Brand Loyalty and Consumer Satisfaction

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...

The impact of brand equity on price premium, brand extension, brand preference and purchase intention

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

Product and Brand Positioning

Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to existing information. Therefore, it’s only natural for people to develop perceptions of one brand that are relative to ot...

Literature Review: Brand Equity

The Role of Trust on Brand Loyalty and Brand Equity

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...