The general objective of this study is to examine the evolution of the concept of brand literacy and measure the independent variables by collecting empirical data through purposively developed instrument. The primary data collected through the instrument will be validated using the appropriate...

This paper discusses the social communication process of consumer brands through the conventional and non-conventional networks. Retail industry and companies promoting consumer products are highly engaged in developing brand literacy through both networks in the global marketplace today. This...

This paper attempts to critically examine the available literature on the subject, discuss a model that provides a managerial framework for analyzing the variables associated with customer value, and to identify potential research areas. The discussion draws conceptual impetus from new...