Purpose – The purpose of this paper is to highlight the fact that brand image creation is an elaborate and long‐term activity through consistent strategic initiatives and the importance of understanding customer expectations and delivering them consistently. Design/methodology/approach –...

Purpose – The purpose of this paper is to develop and empirically validate a multidimensional scale for measuring healthcare service quality (HCSQ), based on modified Brady and Cronin's hierarchical service quality model. The study also investigated HCSQ and its ability to predict important...

Purpose – The purpose of this paper is to highlight the vulnerability of brands in the context of the uncertainties which afflict modern business. The paper cites two instances in which custodians of two sets of brands acted in markedly different ways. In doing so, one set of brand custodians...

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model...