This paper discusses the influence of accounting on the discipline of marketing by means of employing the assessment of brand equity. A brief historic perspective of marketing and indeed brands as well as an evaluation of the contribution of accounting to marketing are included. Unfortunately...

The objective of this study is to examine the importance of product attributes of energy drinks in consumer choice. A conjoint based survey was administered to 126 Turkish consumers to examine how they made energy drink choice decisions. Our results indicate that Turkish consumers valued brand...

The purpose of this research is to analyze household credit card choice and usage behavior. The theoretical model used to analyze the credit card choice behavior is a conjoint model which assumes the utility maximization and rational evaluation of the available credit card alternatives. The...

To maintain a position in the market place, it is important for marketers to have a good understanding of consumer purchasing patterns, particularly when marketing in the global markets. Understanding purchasing behavior in a cultural context is an important dimension of consumer research. In...