nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

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...

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: ...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

This paper examines one aspect of online brand communities that of brand loyalty. In particular, it explores how the online strategies of Small and Medium Sized Enterprise’s (SME) could be operationalised. The paper aims to address the need for further empirical research into consumer behaviour in online brand communities, as suggested by De Valck et al. (2009), Brodie et al. (2013) and Wirtz e...

This paper conducts experimental method to explore the relations among mood, varietyseeking, regret, and loyalty for the consumer choice behavior. The results show that when customer is negative mood to make the purchase decision, the tendency of varietyseeking will increase and regret of this outcome will become higher. In addition, when consumers engage in a high degree of variety-seeking and...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

This research reports results from an experiment on the effect of sunk costs and brand violations on consumer choice. Participants were randomly assigned to one of six hypothetical scenarios where sunk cost magnitude, consumer-brand relationship violation, and availability of product alternatives were experimentally manipulated. Consumer choice, consumer loyalty, and consumer-brand relationship...

This paper focus on Impact of Sales Promotion on Organizations’ Profitability and Consumer’s Perception in Pakistan.Literature from different researchers is also reviewed. The study is aimed at finding the relationship among sales promotion strategies and the profitability of the firms along with the perception about sales promotion of the consumers and its relationship with the brand loyalty o...

a r t i c l e i n f o This study analyzes data on cigarette purchasing using an extensive panel dataset. Major findings are: (1) cigarette purchasing in this market exhibits a reverse-J, or NBD (Negative Binomial Distribution)-like shape: many infrequent buyers and fewer frequent buyers; (2) Cigarette brands do exhibit high loyalty compared to other consumer categories, and show a trend to high...