lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...

A brand is comprised of a name, term, sign, or symbol, any combination these, that attempts to represent the unique benefits company can provide consumers through specific product service, in terms attributes, value, and culture, particular service (Kotler, 1997).

Scholars are interested in exploring strategies for better business-to-business (B2B) brand management because several strategic benefits of having a stronger B2B brand have been revealed. Contributing to this stream of research, this dissertation applies the concept of multiple strategic orientations for the purpose of improving B2B branding. The collective role of the brand, market and entrep...

This study aims to examine the effect of brand image and awareness on purchasing decisions moderated by ambassadors for Seiko 5 Sports watch products. A sample 100 respondents data were processed using Smart PLS 3 program. Brand image, awareness, all had a direct significant positive decisions, according findings. are unable moderate impact decisions. adds body knowledge/theory about relationsh...

Contraceptive methods are useful in family planning and prevention of unwanted pregnancies. Studies done in different countries however have reported poor knowledge and low use of these contraceptives especially the emergency contraceptive pills (ECP). In Tanzania, the awareness and knowledge of women about ECP is not well documented. The aim of this study was to assess awareness, knowledge and...

In this work, we investigate consumer reaction to web search engine logos. Our research is motivated by a small number of search engines dominating a market in which there are little switching costs. The major research goal is to investigate the effect that brand logos have on search engine brand knowledge, which includes brand image and brand awareness. To investigate this goal, we employ a su...

The reason to conduct this research is to investigate and recognize the importance of brand awareness on Ecommerce sales while shopping on Internet. Empirical analysis of seven top Internet purchasing European countries is done by using the report of (Eurostat’s 2011). The units of analysis are those individuals who are residing in Denmark, Germany, France, Italy, Netherland, Sweden and Norway ...

Drawing on Urde’s (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottis...