with increasing competition in today’s markets, the vital point for companies is to maintain their market shares. therefore, marketers try to vitalize the companies’ brands, in order to maintain their position in market. whereas, creation a new brand is very costly and time consuming and its chance of success is limited, nowadays, more than ever, marketers are trying to achieve their goals thro...

Berbagai merek dompet digital telah mendukung transisi dari pembayaran konvensional ke digital, tetapi keragaman tersebut menjadi penghalang bagi pelanggan untuk setia terhadap tertentu. Penelitian ini bertujuan menguji peran kompetensi merek, kepercayaan pengalaman dan E-WOM loyalitas di Jakarta. Pengumpulan data dilakukan dengan menggunakan kuesioner secara online melalui Google Form. Melalui...

This study aims to look at the effect of brand experience and engagement mediated on loyalty by trust in buttonscarves consumers city Padang. The population is all products sample criteria are respondents who have purchased last 6 months domiciled number samples was 130 respondents. hypothesis test uses statistical analysis with one tailed. results show that has an trust, through as mediation. ...

While advertising to children has been examined extensively within marketing literature, less attention has been given to other means by which children can gain awareness of products and brands within the consumer environment. This research examines the impact of direct experience on children’s brand awareness. A two-study research design was undertaken whereby a total of 376 children aged betw...

Consumers seek for trusted advice during buying decision. Brand owners and retailers invest large sums in marketing and market research, trying hard to find out what customers really want. my2cents is a mobile application for reading and sharing comments and ratings on retail products. Consumers have access to comments about a product via their mobile phone and can share their own product exper...

Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the rela...

BACKGROUND Few studies have experimentally assessed the contribution of branding to the experience of smoking a cigarette, compared with the inherent properties of the product. This study examined the influence of cigarette brand name on the sensory experience of smoking a cigarette. METHODS Seventy-five Australian smokers aged 18-39 years smoked two 'premium' cigarettes, one with the brand v...

This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-ofmouth, online experience, security/privacy, perceived risk, brand reputation and qu...

This study investigated how persuasive messages integrated in an online game affects children‟s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward t...