Penelitian ini bertujuan untuk menguji pengaruh Brand Attitude, Quality, dan Value terhadap Loyalty. Data dikumpulkan menggunakan kuesioner online dengan sample sebanyak 166 responden. Hasilnya menunjukan bahwa Attitude berpengaruh positif Loyalty, Quality Loyalties, brand Banyak pelanggan menggemari smartphone Samsung karena memiliki keunggulan sehingga dapat mudah memikat pelanggan. keterbata...

In marketing and advertising, developing and managing brands value represent the core activities performed by companies. Successful brands attract buyers and adopters, which in turn increase the companies’ value. Given a set of user-item adoption data, can we infer brand effects from users adopting items? To answer this question, we develop the Brand Item Topic Model (BITM) that incorporates us...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

Online virtual worlds, including Second Life, are rapidly becoming recognized as an important new channel for marketing and brand-building. However, the nature of the channel and its consumers or users is likely to be quite different to other channels, including the Web. Consequently, this may have knock-on effects for traditional multi-channel brand management strategies. In an effort to under...

There has been little research on how market disruptions affect customer–brand relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these issues in a specific market disruption, namely, the introduction of a radically new brand.The framework focuse...

today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...

Value from the perspective of the customer is fundamental to firm success (Holbrook, 2005; Sweeney and Soutar, 2001; Ulaga and Eggert, 2006). Given that customers are individuals, and differ in terms of how they see themselves and what they value; individual customers willingly or unwillingly participate in the cocreation of brand value (Kates, 2004), and whilst there is general agreement about...

As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dyn...

What is the role that colour plays in perception of a brand by customers? How can we explore the cognitive role that colour plays in determining brand perception? To answer these questions we propose a preference disaggregation method based on multi-criteria decision aid. We identify the criteria aggregation model that underlies the global preference of a brandwith respect to each brand image a...