As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...

Brand equity is considered as the most important aspect of branding, which is a set of brands’ assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and ser...

This paper explores the impact of product placement in music videos on young adults’ attitudes and behaviours. We find that images (the context in which brands appear) in music videos influence brand image, and that the process that influences consumers' attitudes toward the placed brand is likely nonconscious. We discuss these findings in terms of public policy, managerial and theoretical impl...

The business world in the fashion sector is currently developing rapidly, resulting increasingly fierce competition. As customers are getting smarter and more demanding, companies must come up with fresh ideas innovate. Fashion today modern, so it makes people try to look date. Especially among students who very concerned about cooler tidier. purpose of this study analyse effect brand image, re...

Purpose: The purpose of this research is to examine the relationship between risk perceptions (financial, performance, social, time and privacy risks) and risk reduction strategies (brand loyalty, word of mouth, past experience, money back guarantee, store image, shopping, major brand image, free sample, website reputation, and payment security) in online group buying context. Design/methodolog...

brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. one of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. this ...