Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such percept...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

brand extension has become a famous strategy for many companies since many years ago. its success depends on acceptance and evaluation of consumers about brand extension. in this study, according to the crucial role of the brand, we analyze the role of brand equity on evaluating consumers’ attitude towards brand extension of barez tire in the city of kerman. the population in this study is the ...

today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...

nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

From the perspective of consumers, taking "Changbai Mountain Ginseng" as an example, the paper has proved the influences of geographical brand image on consumers’ behaviors. And further more, it has confirmed the significant adjustment function of WOM information on the relationship between geographical brand image and consumers’ behavioral intentions. The conclusion of the study can provide ra...

a r t i c l e i n f o Over the last decade, educators, administrators, and policy makers increasingly focus on corporate social responsibility. However, no studies examine the relationships among corporate social responsibility, brand equity, and firm performance. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in Taiwanese...

Purpose The paper analyzes the effect of country origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall equity (OBE) its dimensions (brand awareness/associations; perceived quality; loyalty) in brewing sector. Design/methodology/approach A quantitative research has been conducted by adopting survey technique structural equation modeling based on a sample 401 Italian be...

a r t i c l e i n f o Keywords: Brand equity Industrial branding Dimensions of brand equity Marketing-mix efforts Corporate image A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and...

brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...