The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a … conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process … of brand building mechanisms, namely the internal communication, external communication, and employee experience with the …

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour … the market using different variables and characteristics. The study attempts to understand the brand switching behaviour … across the categories and their effect on brand switching behaviour in correlation with satisfaction and involvement level …

Purpose – The purpose of this paper is to explore the impact of country of origin (COO) information on brand perception … and brand image structure. Design/methodology/approach – Through an analytical review, research hypotheses were built. An … were investigated. Findings – Results showed that COO had an effect on brand perception. This effect differs across brands …

art collaborations and evaluate the efficiency of collaborative brand projects. Design/methodology/approach – Through the … investigates consumer attitudes toward the brand's collaborative projects via a questionnaire survey. Findings – Authenticity can ….g. creative process, final designs) occupy different positions in the consumer's mind. This study also reveals that when a brand …

study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and … interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition. Research limitations … in cross‐strait markets, as well as help managers achieve global brand recognition. Originality/value – The various …

investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study … explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the … telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand. Findings – The paper highlights …

explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand … association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the … literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using …