Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

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...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

The study looks into the factors that influence electronic word of mouth, leading to goods and services purchases. By reviewing reviews other reviewers on internet, this attempts determine which impact an individual's purchasing decision because most internet users consult before things; both quality quantity matter for specific brand. In study, four independent variables (information quality, ...

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...

A brand ambassador is an effort made by a company to convey or promote its product through celebrity as someone who promotes advertisements present the best image of with aim that advertised immediately accepted consumers and invites want use product. This study aims determine effect Yuki Kato's on purchasing decision Senka Perfect Whip. uses stimulus-response theory quantitative methods distri...

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...

Une crédibilité minimale de la banque centrale, avec une probabilité non nulle ne pas revenir sur son engagement, est condition nécessaire pour ancrer les anticipations d’inflation et garantir le retour l’inflation vers sa cible long terme. En revanche, l’absence complète crédibilité, certitude que centrale reviendra engagement (« discrétion optimale »), implique bifurcation dynamique des traje...