The research reported here examines the impact of field dependency on the way people structure brand information in memory. The authors propose that an individual's level of field dependency is an important determinant of the way information is stored in one's mind. Specifically, the authors argue that field independents are more likely to extract and integrate episodic information to form over...

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines ...

Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the fifteenth century. In the present study, both a cross-sectional and a time-series analysis are applied to 12 Spanish newspapers. Our findings ...

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...

This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model ...

Regardless of a customer’s social status, wealth, or country origin, Apple products have been notorious for establishing trends in regard to electronic devices. As 2019, China accounted 17% percent all sales. This has made possible large part due Chinese customers’ favorable image the brand and positive experience with products. study aimed examine impact experience, love, engagement on equity....

This study aimed to investigate the function of brand image in mediating impact social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed this study. Customers who South Tangerang's Lazada marketplace make up study's demographic. Purposive sampling was select samples from 150 respondents. SEM (Structural Equation Model) analysis with SMART PLS ...