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How brand personality, brand identification and service quality influence service brand equity

Loureiro, Sandra Maria Correia; Costa-Lopes, Rui; … - In: Cogent business & management 1 (2014), pp. 1-12

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

Persistent link: https://www.econbiz.de/10012036305

Imported or locally made products? : building customers' resilience to negative word of mouth (NWOM) about locally made products ; mediation of message quality in Tanzania

Ismail, Ismail J. - In: Cogent business & management 9 (2022) 1, pp. 1-19

The purpose of this study is to determine the effect of word of mouth (WOM) attributes on the resilience of customers to negative word of mouth (NWOM) about locally made products when mediated by message quality. The study's findings contribute to a variety of areas. To begin, available...

Persistent link: https://www.econbiz.de/10014429642

Learning orientation and response of micro and small food agro-processing enterprises to the customers' needs in Tanzania

Nnko, Eliakira; Ismail, Ismail J.; John, Elia - In: Cogent business & management 11 (2024) 1, pp. 1-13

Response to customers' needs is considered a key to success of micro and small food agro-processing enterprises. However, these firms tend lose customers as a result of fast changing customers' tastes and preferences in the market. Arguments are directed on the learning culture of micro and...

Persistent link: https://www.econbiz.de/10014524930