Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....

The influence of brand extensions on the parent brand is important to seen has explored the effects of actual experience with them despite the fact that perceptions based on experience are imunderstand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on portant determinants of product knowledge (Smith and Swi...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...

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...

The study identified the factors that persuade tourists (local or international) to visit SWAT, Khyber Pakhtunkhwa, Pakistan and whether these successfully created positive behavioural intentions among visitors. In total, 684 responses from local international were collected through a questionnaire survey. analysed by employing PLS-SEM technique on SMARTPLS software. Results revealed most are s...

this study aimed to determinate the relative contribution of brand loyalty in brand association in football premier league of iran. this study was a descriptive, practical survey. a sample of 797 football premier league fans participated in this study. in order to collect the data, team association questionnaire by gladden and funk (2001) was used. the reliability of the questionnaire was estim...

electronic word of mouth (e-wom) is a new emergent arena in which, consumers share their experiences and reviews on various brands and products such as laptop with each other, through online communication channels. this is a practical and survey research. research’s statistical society is the students of allameh tabatabaei university. statistical sample is selected by relative categorized and a...