Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social ...

Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...

the purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of sanandaj. research variables selected from yushan chen (2010) study. a questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. it...

A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

the aim of this study was to identify the model of the effect of brand communities based on social media on value creation practices, brand trust and brand loyalty. the statistical population consisted of all members of sport brand communities of social media in mazandaran province and 115 subjects were selected as the sample. for data collection, brand communities (laroche et al., 2012) questi...

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...

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...