One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen a...

This study proposes a model that applies brand experience and customer-based equity (CBBE) to verify leading variables can increase loyalty in the fast-growing food service sector of “grocerants.” For empirical analysis, 384 foodservice consumers with using seven South Korean grocerants were surveyed. The identifies influence on perceived value through awareness, association/image, quality. dem...

Retail brand equity is a critical differentiator in today's competitive marketplace. However, retail managers have few metrics that they can rely on to manage their brand equity. In this paper, we propose a structural model to describe how retail brand equity is formed in each consumer's mind based on his/her consumption experiences across product categories provided by the retailer. Based on t...

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among spor...

and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...

This study reports on an experiment that examined the framing effect on online consumer purchase intention. A 2 (attribute framing: positive/negative) x 2 (warning: text-based/graphic-based) x 2 (brand familiarity: familiar/unfamiliar) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. The results demonstrate a significant framing effect, in that subjects in the po...