the current study aims to investigate the effective factors on brand equity with an enphasis on monetary and non-monetary promotion and corporate image among students of shahid beheshti university. evaluation of variables was conducted by means of questionnaire. after determining reliability and validity, the questionnaire was distributed among the samples  including 344 students of shahid behe...

In this paper, we study the dynamic production location decisions of a manufacturer of a certain branded product. Considering brand-image as a form of goodwill, we extend the well-known Nerlove–Arrow dynamic model by adding both country-image and price. Formulating an optimal control problem for a group of countries in which the cost of production is convexly increasing with country-image, we a...

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology which focuses on each individual’...

researches show that customers attribute different human characters to products. correspondence of this attribution with the personality of customer could have a critical role in product selection and consequent success of a brand. this article is a descriptive survey on comparison of the brand personality of toshiba with four other famous brands in the it market of iran. all needed data is col...

Due to the latest war, that unfortunately has a worldwide impact not only on humanitarian emergency, attacked country, but as well at economic level with greater international influence. Almost all countries, very few exceptions, have interdependent economies and rely mainly raw materials, goods, financial services, finite products, technology, know-how are supplied by other states. We live in ...

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...