Purpose To develop understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a political party. The analysis is both in terms of the nature of the maps and also in terms of the equity associated with a map. Methodology A consumer-oriented approach is developed for mapping the political brand. The brand maps are analysed to dis...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...

Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer lo...

a r t i c l e i n f o Much of the extant work on brand equity in business markets has focused on predicting brand loyalty, as in what brand image elements that make buyers prefer to buy a brand. The question what drives buyers to pay more or less for brands has however been somewhat overlooked, despite price premium being a distinct and economically important outcome of a favourable brand image...

Berbagai merek dompet digital telah mendukung transisi dari pembayaran konvensional ke digital, tetapi keragaman tersebut menjadi penghalang bagi pelanggan untuk setia terhadap tertentu. Penelitian ini bertujuan menguji peran kompetensi merek, kepercayaan pengalaman dan E-WOM loyalitas di Jakarta. Pengumpulan data dilakukan dengan menggunakan kuesioner secara online melalui Google Form. Melalui...