The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, thi...

Corporate social responsibility (CSR) and business ethics are perceived as distinct constructs by the consumer, although research from this perspective is scarce. Thus, objective of study to investigate impact CSR on brand fidelity. A theoretical review CSR, ethics, attitude, love, fidelity was undertaken. From these constructs, a model proposed, conducting an empirical with sample 559 North Am...

: The purpose of this research is to analyze the effect eWOM & Social-Media and brand image on customer loyalty mediated by perceived value satisfaction. This was conducted distributing questionnaires 217 respondents. sampling technique used convenience sampling. Data were analyzed using Structural Equation Model (SEM) method. results show that: (1) have a positive Perceived Value. (2) Bran...

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...