This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet ba...

With the rapid development of science and technology, people’s acceptance of online shopping is increasing. As an important part of online shopping, small and medium-sized cosmetics enterprises have the characteristics of small investment scale and flexible adjustment of brand strategy, but previous research lack sustained and effective methods and tools to analysis brand impact. The paper take...

Though brand loyalty has been studied extensively in the marketing literature, the relationship between brand loyalty and retail pricing strategies is not well understood. Designing promotion strategies involves two key decisions: the percentage reduction in price from the existing price point (depth), and the frequency with which a product is promoted. These decisions, in turn, are critically ...

Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relatio...

This research introduces a new diagnostic metric to evaluate global branding strategies: image-based “brand–country fit.” The metric measures the extent to which consumers perceive a brand image as consistent with a country image. The authors conceptualize and empirically analyze the brand–country fit for more than 1000 brands and three countries using Young & Rubicam’s Brand Asset Valuator dat...

brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...

This present study aims to compare how service brand preference influence service perceived value, customer satisfaction and loyalty in different countries—Japan and China. Moreover, this study purposes to explore whether countries’ image affect service brand preference of customer. Two customer surveys which were practiced in Japan and China were conducted to examine moderation hypotheses, whi...

Two experiments were conducted to disentangle reciprocal relationships between multichannel retailers’ offline and online brand images. Results support the cross-channel effect of prior offline brand image on online brand beliefs (biased assimilation) and that of online performance on offline brand beliefs (impact). Consumers’ online and offline brand attitudes were influenced by not only brand...