In recent years, marketing research has paid considerable attention to the symbolic meaning consumers attribute to brands. Given its highly competitive nature, branding can be especially important in the retailing industry to influence customer perceptions and drive store choice and loyalty....

Purpose – Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity. Design/Methodology/Approach – Within a case-study approach, seven cases were...

This study investigates negative past experiences, poor relationship quality, and the impact of rumor on brand hate. The sample of the study consists of fast-food customers in Turkey. Out of the non-probability sampling methods, convinence sampling method was adopted. 455 customers were reached...

This research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavior,...