Eight calibration transfer methods based on the removal of orthogonal signal were compared for the standardization of whole soybean protein and oil models. Dynamic orthogonal projection (DOP), transfer by orthogonal projection (TOP), error removal by orthogonal subtraction (EROS), orthogonal signal correction (OSC), and orthogonal projections to latent structures (O-PLS) as well as the modifica...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics. We introduce three architecting rules to mai...

the main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. the present study is an applied research and is descriptive/ survey research in terms of methodology. the statistical population consists of all benetton customers who buy at benetton store in shriaz city, of which 384 custo...

Two experiments assessed effects of color preference and brand-logo familiarity on recall performance. Exp. 1 explored the color preferences, using a forced-choice technique, of 189 women and 63 men, Taiwanese college students ages 18 to 20 years (M = 19.4, SD = 1.5). The sequence of the three most preferred colors was white, light blue, and black and of the three least preferred colors was lig...