The present study aimed to investigate and identify factors affecting the intention to buy of Islamic Azad University students to foreign brands of clothing among the students of this university in Tehran has been carried out. In which the impact of individual characteristics (unique needs and brand attitude) and normative characteristics of students (normative influence and brand awareness) on...

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...

Abstract This article provides a historical perspective on how institutionalized articulations of gender in visual news narratives may contribute towards the erosion country’s soft power potential. It analyses thirty years photographic coverage given by an elite western publication, Time magazine to women from two countries with problematic place brands: Iran and Pakistan. study documents itera...

This study examined the perceptions of Chinese consumers towards global apparel brands. It investigated the preferences of Chinese consumers for foreign brands, their perceptions of intangible attributes of global apparel brands. The study used a survey questionnaire to gather information from Chinese consumers through a mall intercept method of convenience sampling. The sample wasthe consumers...

OBJECTIVE To examine how deeply foreign cigarette advertising had penetrated the Chinese market when a new ban on cigarette advertising was enacted in February 1995. DESIGN A survey using self-completion questionnaires administered in college classrooms from November 1994 to March 1995. SETTINGS Eight universities and four medical schools in three Chinese cities: Beijing, Wenzhou, and Hangz...