it’s very difficult to differentiate the brands for companies in these days. because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. in this research using a research model and applying sem and pls, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand lo...

The influence of brand extensions on the parent brand is important to seen has explored the effects of actual experience with them despite the fact that perceptions based on experience are imunderstand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on portant determinants of product knowledge (Smith and Swi...

This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in culture, user behaviour, market environment and so on, Lenovo have to develop a new product development bran...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...

As the population of Facebook users is growing fast, companies are paying more attention to the influence of social networks to promote brands and are using this rising platform to carry out many marketing activities, such as operating a Facebook Page, and hosting on-line events via such pages. However, few studies have discussed the benefit, which brands could attain by operating on Facebook P...

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influ...