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...

The authors propose a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The incremental contribution is driven by the individual customer’s incremental choice probability for the ...

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...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...

the purpose of this research was to investigate the relationship between customer equity and the performance of parsian international hotels corporation. for this reason it’s an applied and descriptive research. a review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. in order to examine the proposed hy...

Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...