The image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. The purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. The components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. The relationship between the brand image an...

A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

brand extension has become a famous strategy for many companies since many years ago. its success depends on acceptance and evaluation of consumers about brand extension. in this study, according to the crucial role of the brand, we analyze the role of brand equity on evaluating consumers’ attitude towards brand extension of barez tire in the city of kerman. the population in this study is the ...

We investigated whether any differences in the psychological conceptualization of hate and dislike were simply a matter degree negativity (i.e., falls on end continuum dislike) or also morality is imbued with distinct moral components that distinguish it from dislike). In three lab studies Canada United States, participants reported disliked hated attitude objects rated each dimensions includin...

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...