This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...

The purpose of the study was to investigate and analyze the relationships among four research variables: participation motivation, event attachment, sponsor's brand image and participants' behavioral intention. This study used on-site convenience sampling. Survey questionnaires were administered...

Recently companies use CRM strategy to make themselves and their products different from competitors. Consumers do not access the entire information for evaluating the main purpose of company's CRM campaign, as a result, trust propensity may play an important role regarding CRM success. Since...

Each passing day brings new brands to India each vying for a share of wallet in the prospering market. By 2020, the median age of Indian population will be 29 years and owing to the absolute population of India, the presence in Indian market will be rewarding for the multinationals. But the...

Purpose: The objective of this study was to investigate the impact of service quality dimensions on brand reputation and brand trust in Iran’s Saderat Bank. Design/methodology/approach: The present study is applied in terms of objective and results of study and correlational type of...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...