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...

Interruption-based advertising has gained prominence in the online channel. Yet, little attention has been paid to deriving design principles and conceptualizations for online interruption-based advertising. This paper examines three novel design factors related to this phenomenon, namely, exposure timing, advertising intent and brand image. Exposure timing pertains to the time by which the ad ...

positive word-of-mouth (p-wom) has a strong influence on purchase decision of new customer. today, firms try creating loyal customer with positive wom and use from this competitive factor in increasing their market share. this research showed that website usability (wu) has a positive effect on customer satisfaction (cs), and also this element have a positive effect on customer loyalty (cl). cs...

Because of a large number of customers using social media, firms have embraced social media as a useful communication tool during product-harm crises. However, current knowledge on the relationships between corporate crisis response, customer secondary crisis communication, and customer purchase intention remains limited. Based on an economic view, this study proposes a model to examine how cor...

This study examined the impact of social media marketing on online purchase intention, with brand attachment, trust, and equity acting as mediating factors. The problem addressed in this research is lack understanding regarding reasons for low adoption shopping Iran despite increasing popularity internet, originality lies exploring factors proposing testing a conceptual model that influence Ira...

The Impact of Customer-Based Brand Equity on Revisit Intentions: An Empirical Study of Business and Leisure Travelers at Five Shanghai Budget Hotels Yaqian Zhou Abstract The purpose of this study is to explore how, from a customers’ point of view, brand equity influences budget hotel revisit intentions. The research is based on a convenience sample of 400 respondents who had stayed at top-5 bud...

The aim of the present work was to study how the information on product labels influences consumer expectations and their acceptance and purchase intention of dark chocolate. Six samples of dark chocolate, varying in brand (premium and store brand) and in type of product (regular dark chocolate, single cocoa origin dark chocolate and high percentage of cocoa dark chocolate), were evaluated by 1...

This study aims to determine the effect of social media marketing and brand awareness purchase decisions through intention. The type research used is explanatory using a quantitative approach. sample 100 respondents who are consumers Kopiria Kartini Samarinda non-probability with purposive sampling technique. Analysis data path analysis. results showed that Social Media Marketing variable had s...