This research examines the role of winery tourism experience in formation brand image and loyalty. A qualitative analysis 2540 TripAdvisor reviews—a user-generated form electronic word mouth—of four wineries Okanagan Valley posted over six years (2014-2020) reveals not only Pine Gilmore’s (1999) categories consumer experiences (i.e., esthetics, education, entertainment, escape), but also an add...

Many branding consumer-based models focus on analysing the influencing effects of the brand; however, not in relation to Generation Y. Given the size and influence of Generation Y, and that a number of brands (i.e. Red Bull) focus specifically on capturing Generation Y, increasingly their relevance to branding practitioners and branding academics is being realised. This study examines the relev...

Both theoretical and practical efforts in band images often neglect the characteristics having interactions and mutual influence among attributes or criteria, even in the stages of different brand life cycles. This study aims to create a hierarchical framework for brand image management. The analytical network process and fuzzy sets theory have been applied to both mindshare in brand images and...

Brand image measures using the typical ‘pick any’ answer format have been shown to be unstable (Rungie et al . 2005) . In the present study, we find that these poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations . Using a forcedchoice binary measure, we find that stable brand attribute associations are in fact ...

The purpose of this study was to determine the effect Perceived Quality, Brand Awareness, Image on Loyalty at Bank Muamalat in DKI Jakarta. research method used is through a survey. data were analyzed quantitatively and causal design. sampling use Non-Probability Sampling with purposive technique. All sample obtained by distributing questionnaires totaled 113 respondents will be processed using...

This study aims to determine whether there is an influence of brand image and ambassador on purchase decision through trust as intervening agent for MS Glow consumers in Samarinda City. used a quantitative method by collecting data distributing questionnaires respondents. The research was conducted 100 female respondents the age range 17-41 years who live City have purchased Beauty Skincare. sa...

In a crowded product market, as companies are increasingly falling short of ways to differentiate their products from those of the competitors, Image Advertising seems to be a way out. This article highlights the major tenets of Image Advertising, by looking at the advertising strategies adopted by PepsiCo and Coca Cola in India. The model developed herein seeks to understand, among many other ...