Purpose This study aims to propose a comprehensive causal model examine the relationships between customer experience and four key factors in brand building, i.e., loyalty, trust, affect involvement. The dimensionality of full-service hotel is also particularly examined relation building. Design/methodology/approach Three steps data collection were used: interviews 50 customers on their experie...

This study examines how the degree of fit between brand extension and parent brand, in case heritage sites, affects extension's equity-formation, considering mediating role attitude credibility moderating tourist's level experience brand. An experimental design is applied, which two different levels are controlled subjects. Suggestions provided for effective ways enhancing equity therefore cont...

An Employee Value Proposition (EVP) is the one of a kind arrangement of benefits an employee gets consequently for the skills, capabilities and experience they convey to an organization. An EVP is about characterizing the substance of your organization and how it is special and what it remains for. Employer brand is a mind boggling and particular mix of promises, opportunities and experience of...

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...

Background: Several factors, such as cost, branding, packaging and family influence, had been implicated as influencing the choice of toothpastes and toothbrushes by individuals. Media advertisement is also considered a very strong factor influencing consumer’s choice.Aim: To assess the extent to which some factors influenced the choice of toothpastes and toothbrushes among dental patie...

BACKGROUND Several factors, such as cost, branding, packaging and family influence, had been implicated as influencing the choice of toothpastes and toothbrushes by individuals. Media advertisement is also considered a very strong factor influencing consumer's choice. AIM To assess the extent to which some factors influenced the choice of toothpastes and toothbrushes among dental patients in ...

This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, th...

Retail customers are now omnichannel both for attitude and behaviour. Shoppers are also demanding a different and higher level of experience within retailer’s brand, channel, contact point and the way in which the retail is accessed. Such shoppers avoid retailers who are illequipped to deliver a seamless brand experience online, in-store and across multichannel media, both consistently and cont...

the image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. the purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. the components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. the relationship between the brand image an...