The chief purpose of this study is to verify and understand how the corporateinitiated implementation of knowledge management (KM) and brand equity affect the marketing performance of a Japanese automaker’s Taiwanese branch. Data was extracted from the population using convenience sampling to verify the goodness-of-fit of the overall, structural and measurement models by means of Structural Equ...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent inter...

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...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

In this research we investigate the effect of search engine brand on the evaluation of searching performance. Our research is motivated by the large amount of search traffic directed to a handful of Web search engines, even though many have similar interfaces and performance. We conducted a laboratory experiment with 32 participants using a 42 factorial design confounded in four blocks tomeasur...

The brand is a very special asset and in many businesses it is the most important asset. This is due to the farreaching economic impact that brands have on enterprise. Brands influence the choice of customers, employees, investors and government authorities. In a world of abundant choices such influence is crucial for commercial success and creation of shareholder value. Even non-profit organis...

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 paper aims at determining the effect of e-news brand trust and the consequences of e-news brand trust. The model used in this study were tested on two news brands online, namely Detik.com and Kompas.com. Total sample of this study is accounted for 418 respondents, of which 239 respondents are kompas.com reader and 179 respondents’ reader of Detik.com. Results of this study indicate that bo...