brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. one of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. this ...

the aim of this study was to determine those factors affecting domestic sports brand equity using structural equation modeling. this research was a descriptive survey. 210 elite athletes of ahvaz city were randomly selected using krejcie and morgan table (n=450). a researcher-made questionnaire was used to collect data. its validity was measured by a number of experts in the field and its relia...

With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers’ loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explore...

Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey w...

In deciding what brand to buy consumers trade off between how valuable each brand is to them and its price. Scanner data based brand choice models that evaluate this trade off and allow for unobserved heterogeneity are a very popular topic. We extend this line of research by explicitly incorporating brand preferences rather than just utilizing brand specific constants and past purchase behavior...

Two conditions consistency levels of purchase for specific brand over the span of time imply on brand loyalty. The most precious asset of an organization as there is neck to neck competition in the market and it is essential for the survival of companies. Aims of this research are basically to spot what kinds of factors influence brand loyalty in Pakistan. Six preceding factors influence the co...

In this study we compare consumer brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery product categories. The online purchase data come from a large traditional grocery retailer that also operates an online store for its products. The offline data corresponds to the exact same brands and categories bought in traditional stores by a panel of homes oper...