The concept of brand personality proposed by Aaker (1997) consists of five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This concept was drawn from the development of products in general so as to describe personality of brands, and has been widely applied to...

Indian snack food market has reached a value of Rs. 1530 crore. It is one of the largest snack markets in the world. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum. Bikaji is one of them and going to be the biggest...

The purpose of this study is to systematically review the city branding literature to provide an explicated and organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city marketing" between 1988 and 2014 were explored via...

The most frequent definition of the smart city in the literature defines it as a developed urban area that creates sustainable economic development and high quality of life. Therefore, a city should always be capable of identifying and effectively resolving its key development challenges in...

City marketing strives to promote a specific city and its parts and emphasises its different characteristics, attractiveness, and competitive advantages. This concept is based on the idea of a high quality of life for its residents and attractive conditions for external target groups. The paper...

The FIFA World Cup™ is not only one of the most popular sporting events in the world: it is also famous for the extraordinary amount of sponsorship fees it attracts. To make sense economically, these sponsorship expenses should promise future cash flows that would make the investment...

We explore the relation between customer satisfaction and security returns. Firms with high customer satisfaction levels earn significant abnormal returns. This result is robust to variations of model specification and test methodology. Additional tests do not reveal evidence of systematic...

We explore the relation between customer satisfaction and security returns. Firms with high customer satisfaction levels earn significant abnormal returns. This result is robust to variations of model specification and test methodology. Additional tests do not reveal evidence of systematic...