The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra ef...

As a key driving factor of brand equity, brand image is a research hotspot in the field of consumer behavior and brand marketing. The management over brand image is regarded as a key activity in the field of enterprise marketing. In addition, symbol consumption with the sense of self is another research hotspot in the field of consumer behavior. Brand image management of enterprises is faced wi...

The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, thi...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

Brilliant brand images have become increasingly essential to the longevity and popularity of products in today’s marketplace. Although much research has covered the theoretical aspects of brand image, little has focused on the actual techniques used to create successful brand images and the criteria by which brand images should be judged. By comparing the brand image of the Magical Gatherings v...

Background. Today, management and development of sports brands are not only limited to sports goods, teams and leagues, but also recognized by professional and elite athletes. Objectives. So, the purpose of the present study is to analyze awareness of the components of personal brand image of male and female national team athletes and Taekwondo elite players of Iran. Methods. This study is ap...