Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...

Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted an organization, compelling them increase both their donations and commitment. goal this study is propose a novel donor-based model. present takes into consideration special characteristics that confer NGOs...

This paper represents one of the first few studies on Internet marketing strategies of business-to-consumer (B2C) firms in Singapore. A survey was sent to CEOs/marketing managers of 400 firms, of which 92 usable responses were obtained. The results of hierarchical regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships...

Marketers are fundamentally interested in how consumers make buying decisions. A recent method of non-invasive brain imaging, magnetoencephalography (MEG), was used to observe subjects making decisions on a virtual (video) supermarket visit. At each of 90 stops, the subject was invited to choose one of three brands. Package height and color discrimination tests provided control experiments. Sub...

Background. Today, Building strong brands, Because of the extraordinary advantages that it creates, have been the marketing priorities of many organizations. Strong brands for a company, Creates an identity in the market. Objectives. This study aimed at Prioritizing factors affecting brand equity of popular football clubs in Iran. Methods. The design of the study was descriptive with practica...

Over the past few years, many organizations have come to believe that the brand of their products and services is one of their most valuable assets. Therefore, it must be said that the brand is an asset that has a significant part of the value of the property of institutions and organizations. In this research, the building brand equity (BBE) from the customer's perspective and brand market per...