This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...

Brand Symbols are important for any brand in helping consumers to remember one’s brand at the point of purchase. In advertising different ways are used to grab attention in consumers’ mind and majorly it’s through brand recall and recognition. This research captivates the Brand Symbol...

Recall and Recognition, two important aspects when one talks about advertising and consumers awareness towards the brands. This study has mainly been focused on the brand symbols and its importance in the mind of the consumers. Does a brand symbol really play a role of differentiating a brand...

In order to create awareness & motivation among future travellers, tourism communication, should, according to our understanding, not only appeal to the visuals, but to all user senses in an inter medial mix. Hence, smell, sound, touch, taste and sight must be touched, in order for communication...

Culture is pivotal in shaping the behavior of an individual. Clothing is one way looking at the culture of one and this research in specific investigates about eastern clothing of men. The origin comes from South Asia i.e. Pakistan. The preference of eastern wear by the male segment has changed...

Our interdisciplinary study examines the brand's perceived intentions and ability, as predictors of consumer behavior. In an attempt of answering a call for research in the branding area, we found out contradictory views, both of them based on strong arguments, including empirical results. Each...

In article some results of research received by the author of some the Moscow small enterprises are analyzed. Under a critical corner of sight activity on support of SME in Russia is considered. Problems of small business are formulated and ranged.

The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry...

Brand purpose is to increase shareholders’ wealth and making profit. Considering the organizations economic environment changes and the fall of the most markets, the paper is focused on the general forces impeding the brand development and on finding some tools to strengthen the brands.

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general, and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in...