Universities today are increasingly competing for international students in response to trends in global student mobility, diminishing university funding and government-backed recruitment campaigns. This trend has driven the need for universities to focus on clearly articulating and developing their brand, and developing harmony within the brand architecture. This case-study of one University f...

This research surveyed over 784 Chinese consumers in Shanghai and Nanjing in 2001 and 2002, evaluating their preferences for livestock product attributes using ordered-probit models and factor analyses. Empirical results confirm the heterogeneity of Chinese livestock retail markets and suggest that livestock distributors should focus on Chinese female consumers and young consumers considering c...

Today’s converging entertainment industry creates ‘transmedial’ brand worlds in which consumers are expected to become immersed. Integrated marketing campaigns connected to these worlds encourage various kinds of consumer productivity and invite consumers to partake in brand-building processes. Consumers, thus, are increasingly counted on to act as co-producers of contemporary entertainment. Wh...

Building on the associative strength of memory theory and previous studies on the effects of brand name suggestiveness on advertising effectiveness, two salient elements in a business web page, pictures (such as logos or graphics) and words (such as brand or product names), were examined in three experiments. Web sites where salient pictures and words had business meaning suggestive of brand or...

The current discussion about the brand is how to sustain it, and previous sustainable management studies consisting of an outside-in approach have been carried out. However, inside-out that may help internally also plays a significant role towards sustainability, but limited explore it. Hence, underpinned by Social Exchange Theory, this study proposes comprehensive model from internal perspecti...

With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) allow destinations and companies to heighten their brand awareness. Many tourist destinations and hospitality brands are exploring the use of OSNs to form brand awareness and generate positive WOM. The purpose of this research is to propose and empirically test a theory-driven model of brand awarene...

This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of selfand social-identification and affiliation with a brand communit...

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

Regardless of a customer’s social status, wealth, or country origin, Apple products have been notorious for establishing trends in regard to electronic devices. As 2019, China accounted 17% percent all sales. This has made possible large part due Chinese customers’ favorable image the brand and positive experience with products. study aimed examine impact experience, love, engagement on equity....