Branding is one of the most important factors influencing a product’s success or failure in the market and it can have a significant influence on the perception of the general public towards the company owning the brand. Brand loyalty not only represents the brand of the company but also the...

En el último cuarto del siglo XX hubo un cambio significativo en lo relativo a la identificación de las fuentes de creación de valor de las compañías. En la mayor parte del siglo, los activos tangibles fueron señalados como la principal fuente de creación de valor. Sin embrago, en los...

This study is conducted to find out the relationship between brand image and brand loyalty, to examine interactive role of those factors that determines brand image and loyalty, to determine connection between Brand Image and Brand loyalty. Focus is given to address two research questions....

To enlarge current understanding of hospitality brand management, this study investigates the relationship among social identity and social exchange marketing constructs. Therefore, this study develops and empirically tests an integrative model that reflects a comprehensive view of the...

Objective – This study aims to show the effect of brand experience, satisfaction, and trust on consumer’s brand loyalty, specifically on global laptop brands. Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are...

Brand activism is becoming a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow. Brand Activism is also a step towards the purpose of why the business exists. Most of the brands no...

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...

This research study investigates the customers' perception about the quality and customers' brand loyalty through different routes by considering customers' satisfaction and customers' trust. For this purpose questionnaire was distributed to one hundred and fifty customers in three cities of...