Micro blog has become an important platform of consumer-company interaction to enhance brand loyalty. A relational model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyally, based on use and gratification theory, organization support theory and union participation theory. Results show that company interaction tactics include t...

the purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of sanandaj. research variables selected from yushan chen (2010) study. a questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. it...

This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of selfand social-identification and affiliation with a brand communit...

Each and every business firm of the world wants to make their customer loyal towards their company product. But not only one factor is responsible for the loyalty of customers. This r esearch is focused on Peshawar region Customer loyalty towards branded milk. For the purpose two dimensions taken under consideration i,e Brand awareness and brand characteristics. Brand awareness includes adverti...

Do store brands help differentiate a store to attract store loyal consumers? Or do they attract price sensitive cherry pickers who are not store loyal? To answer these questions empirically, the authors construct appropriate metrics of store brand loyalty and store loyalty, that do not impose mathematical relationships between the two variables—a problem with recent works in this area. Using da...

Online purchasing is a booming business and is studied extensively in marketing and information systems research. Online product reviews are one factor that influence a consumer’s purchasing behavior and attitudes. Brand equity is a popular phenomenon that influences purchasing behaviors and attitudes of consumers. We seek to answer two questions in this research. First, do online consumer revi...

The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. T...

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. The result...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...