the purpose of this research was to investigate the relationship between customer equity and the performance of parsian international hotels corporation. for this reason it’s an applied and descriptive research. a review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. in order to examine the proposed hy...

This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: c...

Most of previous studies on mobile banking focus on the initial adoption by drawing upon the technology acceptance theories, while the post-adoption issues (e.g., loyalty) have been rarely examined. To fill this research gap, based on brand equity theory and symbolic value theory, we propose a research model to articulate the relationship between technology leadership, brand equity, and custome...

One of the most important intangible assets for firm’s competitiveness is brand image, reflecting all that which leads to the firm. In the current competitive scenario, the brand must be able to meet stakeholder’s expectations not only regarding visible components of the marketing mix, but also the firm’s value system, including both economical and social values. Thus, corporate social responsi...

Recently, we witness a shift from product-centric to customer-centric brand community. The customer-centric approach allows value co-creation in brand community by involving customers in various activities that bring a product to the market. It is thus interesting and necessary to examine customers' motivations in helping brand and community grow and succeed. Based on the person-environment fit...

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Ever since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time...

In this study some differences in brand value in online channels are examined and compared with physical channels. The arguments presented lead to two hypotheses about brand loyalty in these environments. The first is that brand loyalty will be greater in online channels and the other that this difference is greater in product categories in which sensory factors predominate (those perceived by ...