to investigate how the buying behavior of firms work is always needed, since it is an every changing process influenced by many forces in its surroundings. industrial firms tend to have a smaller number of customers which means that they are easier to identify than customers in consumer markets. effective marketing strategy relies on understanding consumers and their needs. this understanding m...

As the web emerged, almost every traditional offline brand created its own website. Two strategies were mainly pursued by brick-and-mortar companies: some translated their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the expression of a brand on the Internet is not really limited, it is not evident that the image ...

This study investigated how persuasive messages integrated in an online game affects children‟s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward t...

The purpose of this study is to explore the brand loyalty of Samsung electronics focusing the special part of south Punjab of Pakistan (Bahawalpur and Multan).This projected model is examines major variables moderating the relationships of, brand trust, service quality, brand credibility, customer satisfaction, brand image with these challenging models of the relationships amongst the impact of...

brand plays an important role in contacting customers. even from the customer’s viewpoint, it is a symbol of product quality. measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular iranian ones. the purpose of this article is to investigate the parameters that influence brand equity and provide a mathematical model for meas...

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...

Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...

OBJECTIVE To study drug prescribing by brand name versus generic name in an Australian teaching hospital. RESULTS Overall, 53% of drugs were prescribed by brand name. Brand names were preferred when they were shorter and easier to remember and spell, when there was only one brand on the market, and when the brand name ended in an x. CONCLUSION Doctors might be encouraged to prescribe generi...

As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recogniti...

OBJECTIVE This study assessed cessation and brand switching among smokers in Ontario, Canada after tobacco companies' voluntary removal of 'light' and 'mild' descriptors from cigarette packages. METHOD We analyzed longitudinal data on brand preference and cessation from a cohort of smokers (n=632) in the Ontario Tobacco Survey in Canada from 2006 to 2008 with a longitudinal regression model. ...