nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. with a surface examination of the apparel market and customers’ opinions, it can be concluded that iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. accordingly, the purpose of this paper is to e...

Interruption-based advertising has gained prominence in the online channel. Yet, little attention has been paid to deriving design principles and conceptualizations for online interruption-based advertising. This paper examines three novel design factors related to this phenomenon, namely, exposure timing, advertising intent and brand image. Exposure timing pertains to the time by which the ad ...

This study investigates the effects of corporate-, productand user image dimensions on purchase intentions, with cognitive and affective attitudes as mediator. A questionnaire survey was conducted with convenience sample. The results demonstrate significant effects of three brand image dimensions on purchase intention. In addition, the cognitive and affective attitudes fully or partially accoun...

Research Article Khim-Yong Goh National University of Singapore [email protected] Jerry Wenjie Ping National University of Singapore [email protected] Advergames are increasingly popular for online advertising campaigns. However, few IS studies have investigated the effectiveness of this unique advertising strategy. This study sheds light on the effectiveness of advergames by study...

consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

This study investigates the influence of Facebook applications and activities on consumers purchase intention and provide insights into whether consumers take notice of their peer’s activity on Facebook and whether that activity influences consumer purchase intention. Regression analyses conducted on the results from a survey of 215 Facebook users suggests that the use of Facebook’s like button...