What is the role that colour plays in perception of a brand by customers? How can we explore the cognitive role that colour plays in determining brand perception? To answer these questions we propose a preference disaggregation method based on multi-criteria decision aid. We identify the criteria aggregation model that underlies the global preference of a brandwith respect to each brand image a...

The present study investigates that brand concept as an effective brand strategy substantially influences brand relationship from the perspective of fitness product brand. A survey of fitness exercise participants was conducted. For study purpose, a sample of 440 fitness exercise participants was taken from sports centers and fitness clubs in Taipei City. The study finds that brand concept has ...

corporate and social responsibility are continuously competing to share a common platform to address a new form of green consumerism that the eco-educated millennial generation can appreciate. green marketing acts as bridge connecting the corporate, environment and consumers. business organizations have begun to respond to social expectations of consumers by opting for holistic environmental st...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

In the digital era concepts such as social networks, blogs and forums have become integrated keywords in the marketing communication strategies of brands worldwide. The old ways of building an online presence, such as simple websites, have diminished most of their relevance in front of social media tools. The ease of establishing contacts with consumers made out of these new applications propit...

Corporate Social Responsibility (CSR) have a great capacity to influence society create that good brand equity. In light of this, many organizations now ardent reputation in promoting CSR activities the interest society. Through review related studies and survey questionnaires both staff customers Accra Breweries Ltd (ABL), this paper sought broadly analyze effectiveness on Brand Marketing with...

consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

In the era of brand economy, maintaining a good relationship between companies and consumers is key for enhancing competitiveness also reputations. By fulfilling corporate social responsibility (CSR), promote consumers' sensory cognitive perception their brands products, thus improve relationships enhance satisfaction to brands. Based on media platforms, this study constructs model CSR consumer...

Sustainable development has always been the objective of many fields, including the tourism and transportation sector. However, a major part of this sector, the airline industry, deals with many negative impacts, such as air pollution, noise, CO2 emission, and labor practice. Corporate social responsibility (CSR) is a strategic business activity that can enhance the sustainability of the airlin...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...