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Analysing customer based airline brand equity: Perspective from Taiwan

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This research develops and examines a customer-based Airline brand equity (CBABE) model and examines the mediating effects of Airline brand reputation on the relationship among CBABE and Airline brand trust. By means of structural equation modelling (SEM) analysis, the four dimensions of...

Branding within B2B Sales

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Branding within B2B Sales

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This chapter offers insights into one of the most influential aspects of external branding, namely, randing within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The...

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

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The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building  rand equity for local brands in the Indian smartphone...

Consumer Perceptions of Luxury Brands: An Owner-Based Perspective

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To deepen theoretical and practical understanding of consumers’ perceptions of luxury brands, prior marketing literature has investigated the financial, functional, individual, and social dimensions of the luxury value construct. However, it has not considered the owners of luxury brands or detailed the...

Consumer reactions to corporate social responsibility: The role of CSR domains

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Based on the central premise that corporate social responsibility (CSR) actions are inherently moral acts, we draw upon moral foundations theory to investigate the extent to which consumers' moral foundations affect their pro-company behaviors based on CSR domains. In two studies, our...

Employee brand engagement on social media: Managing optimism and commonality

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This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, two key drivers of employee...

Examining the antecedents of sport team brand equity: A dual-identification perspective

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Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and  incompletely understood. In this study, the authors...

Influence of brand equity on the price premium for private labels in fresh produce: A contingent valuation survey

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In recent years, premium private labels for fresh produce grown with reduced use of synthetic pesticides and chemicalfertilizers have been developed by Japanese general merchandise stores. In this paper, the brand equity factors that affect willingness to pay (WTP) for...

Influence of integration on interactivity in social media luxury brand communities

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Luxury brand marketers have recently turned their attention to customer-driven social media communities devoted to their brands. The key concepts of integration and interactivity provide the theoretical foundation to investigate social media luxury brand communities (LBCs). Data were collected from...
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