This study aims to determine the effect of brand ambassadors and image on purchasing decisions azarine cosmetics partially simultaneously. The population in this are people who use products from azarinecosmetic. sample studied has a total 50 respondents. independent variables (X1), (X2) purchase decision dependent variable (Y). research method uses field by distributing questionnaires. Data ana...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...