Customer brand support is intensively used among marketers and marketing academics. It designs the support that the consumer markets give to the brand building thus or enhancing brand equity variables. This support refers mainly to the brand equity variables as they have been introduced by Aaker...

Relationship marketing develops marketing productivity and generates mutual values for both customer and company through growing marketing effectiveness. This study proposes a model to link key relationship marketing tactics to the customers’ relationship satisfaction and customer loyalty....

Purpose – The paper aims to compare the brand equity among the selected brands of LCD's and to explore the four brand equity components; Brand Awareness, Brand Loyalty, Perceived Quality and Brand Association in LCD's market so that appropriate strategies should be suggested to strengthen the...

In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different...

Since electronic services (e-services) are different from their traditional counterparts in many aspects, conventional service quality models remain insufficient to capture the perceived e-service quality concept. Therefore, the aim of this study is to develop a structural perceived e-service...

This study attempts to promote the understanding of customer aggression in the health care sector. Based on empirical data collected in a large public hospital we identify situational characteristics that significantly predict the aggressive tendencies of patients and escorting family members...

The purpose of this paper is to provide an explanation of factors influencing customer satisfaction and trust towards the vendor in m-commerce. The study sample consists of 200 respondents. Data were analyzed by employing multiple regression analysis. This paper has applied the service quality...

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift...