The customers ’preference is derived from reflection on a product or special commercial brand, and factors such as positive appraisal of a brand performance and holding advantages and being unique, establishes the preference. This study aimed to develop a model of female customers' preferences in selecting banks and to train senior managers and banking staff. It had an applied objective, adopte...

Firms often carry a portfolio of multiple brands within a product category to target different quality tiers in the market. Furthermore, to satisfy heterogeneous consumer preferences within each quality tier, these firms also offer several variants for each brand. A natural outcome of this practice is inter-brand variant overlap which could occur across tiers or within a tier. In this paper, we...

In this paper, we present a comprehensive study of the relationship between an individual’s personal traits and his/her brand preferences. In our analysis, we included a large number of character traits such as personality, personal values and individual needs. These trait features were obtained from both a psychometric survey and automated social media analytics. We also included an extensive ...

The destination of tourism is a major element in tourism marketing. Branding tourism destination is a process by which a tourism destination develops its focal features, develops and delivers its main audience, can build a reputation, establish its reputation, strengthen slowly or even change, which is important for tourism purposes. Brand recognition is very important for communicating success...

In differentiated product markets where consumer preferences are characterized by brand loyalty, an important role for advertising may be to overcome brand loyalty by encouraging consumers to switch to less familiar brands. Using a scanner panel dataset of breakfast-cereal purchases, I find evidence consistent with the hypothesis that advertising counteracts the tendencies of brand loyalty towa...

In an intensely competitive market, brand is a powerful differentiator. It enables the organisation to make strategic decisions. Brand preference also crucial aspect of consumers lifespan. A strong increases organizations esteem and credibility among its competitors. Businesses now have much better relationships with their distributors, suppliers, rivals, even government. The reputation company...