The present study conceptualizes a destination branding model that reflects the process of tourist decision making. The model integrates key sequential concepts such as brand knowledge, brand trust, and brand loyalty. Destination brand knowledge is further defined by its constituents of brand awareness, cognitive brand image, and affective brand image. The concept of brand trust is defined in t...

Brilliant brand images have become increasingly essential to the longevity and popularity of products in today’s marketplace. Although much research has covered the theoretical aspects of brand image, little has focused on the actual techniques used to create successful brand images and the criteria by which brand images should be judged. By comparing the brand image of the Magical Gatherings v...

The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear brands. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand...

Brand Loyalty is the only tool for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. In this research we study and investigated the effect of service quality, perceived quality, perceived value, brand trust and customer satisfaction on brand loyalty. The service quality, perceived quality and value were determined to be input var...

Background. Brand identity is a dynamic phenomenon with both internal and external aspects and the principles of brand identity have become a topic of the day in the field of brand literature and marketing. Objectives. The present study seeks to explain the conceptual model of factors affecting the brand identity of handball. Methods. The present study was applied in terms of purpose and was ...

The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997)...

Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized ant...

In recent years, brand personality as a branding construct has attained significant attention, which has paved the way for personality directed brand management. In this context, development of a brand personality scale by Aaker(1997) has strongly influenced the research on symbolic meanings of brands. Although Aaker’s brand personality scale has been widely approved and used in many brand pers...

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this article, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such ...