The Main objective of the concept paper is to review brand citizenship factors relates customer perception. A special attention paid matters pertaining non-banking financial services sector in Sri Lanka. In order for leasing industry survive a competitive market, all firms need understand customers who are more inclined reconsider their relationship with other paroral players and competitors. M...

The present study investigates that brand concept as an effective brand strategy substantially influences brand relationship from the perspective of fitness product brand. A survey of fitness exercise participants was conducted. For study purpose, a sample of 440 fitness exercise participants was taken from sports centers and fitness clubs in Taipei City. The study finds that brand concept has ...

a r t i c l e i n f o Keywords: Customer–brand identification Company identity Brand identity Social identity Brand loyalty This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. Th...

Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity through the mediating role of br...

OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

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...

This research aimed to explore factors influencing purchase intention towards fashion jewellery in Pakistan. Due the dearth of this domain, an inductive approach based on qualitative methodology was adopted. Data collected through semi-structured in-depth interviews and netnography. In-depth were conducted with 30 consumers twin cities Pakistan (i.e. Islamabad Rawalpindi). Netnography analysis ...

A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

brand extension has become a famous strategy for many companies since many years ago. its success depends on acceptance and evaluation of consumers about brand extension. in this study, according to the crucial role of the brand, we analyze the role of brand equity on evaluating consumers’ attitude towards brand extension of barez tire in the city of kerman. the population in this study is the ...