Retail brand equity is a critical differentiator in today's competitive marketplace. However, retail managers have few metrics that they can rely on to manage their brand equity. In this paper, we propose a structural model to describe how retail brand equity is formed in each consumer's mind based on his/her consumption experiences across product categories provided by the retailer. Based on t...

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for envir...

This study investigates the effects of corporate-, productand user image dimensions on purchase intentions, with cognitive and affective attitudes as mediator. A questionnaire survey was conducted with convenience sample. The results demonstrate significant effects of three brand image dimensions on purchase intention. In addition, the cognitive and affective attitudes fully or partially accoun...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

Based on the theory of planned behaviour, this study investigates whether brand equity influences purchase intention for sports nutrition products among millennials in Ireland and what factors influence their decision. This research reports results a survey 102 millennials. The suggest that millennials' it is also influenced by subjective norms perceived behavioural control. Furthermore, analys...

This research examines the effects of information sharing, peer pressure, and entertainment on attitude towards a brand. In addition, this also emotional connection, connection purchase intention, brand intention. uses SEM (Structural Equation Modelling) method LISREL version 8.80 as tools for data analysis. The population is people in city Jakarta. number respondents amounts to 165 people. tak...

An increasing interest in environmental problems around the world has significantly expanded demand for green goods, transforming marketing into an effective tool businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow cautious about efforts by firms. The present research examines how...

Facebook is undoubtedly the leading social networking service in Sri Lanka, which comprises approximately 7.9 million users by creating a massive platform to advertise and brand engagement. Therefore, it has become an essential tool for eWOM, crucial Marketers understand leverage on media. The Mobile Telecommunication industry competitive technologically advanced sector sized at 30.41Mn mobile ...