Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of...

The world that we currently live in is passionate about speed. From internet lines that can download terabytes of data/second to spacecraft that can traverse miles into space, mankind's thirst for speed is never ending. When it comes to traveling from one space to the other, this phenomenon is...

Consumer behaviour has changed dramatically in the past decade. Clearly, as individuals, Consumers are all unique. Hence, a comprehensive understanding of consumers' buying decisions is vital to a successful business. Understanding the unplanned buying is important, in order to appreciate the...

When research on repatriation has shown that repatriates quit within one year of return from a foreign assignment, this study attempts to find what makes some repatriates stay committed and loyal to their companies when their colleagues are quitting and joining their immediate competitors? The...

Brand Preferences can be defined as the subjective, conscious and behavioral tendencies which influence consumer's predisposition toward a brand. The newspaper has always been one of the most important providers of news and entertainment, despite of the rise of the Internet and of...

In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such...

The current youth market is characterized as tech-savvy, variety seekers who has been active in using digital technology in unprecedented ways. The market segment defined here comprises of youth adults between the ages 20 to 30, who are more comfortable with purchasing the smartphones than...

Brand choice is the biased, mindful and behavioural tendency which direct consumer's predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of top-line...

The heterogeneous behaviour of consumers towards the choice of various brands in a particular segment can be explained by the influence of various factors underlying their decisions and its brand equity. The objective of this study is the identification and study of factors influencing...

The psychological needs of consumers trigger their brand selection in the evaluation phase of the consumer buying cycle. Aaker developed the brand personality scale which consisted of five generic dimensions. The objective of this research was to profile potential ‘first time’ car buyers...