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In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different...
Persistent link: https://www.econbiz.de/10014179398
Customer delight is an experience, an epiphany, a surprise, something you never experienced before. Those happy moments can be unpredicted moments or the result of a specific strategy. Barry Berman’s study describes the phenomenon with accuracy and in a very comprehensive way. The application...
Persistent link: https://www.econbiz.de/10014203564
We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...
Persistent link: https://www.econbiz.de/10014121675
A study was carried out in the Guntur district of Andhra Pradesh with 366 randomly collected samples to examine the reason behind the popularity and customer patronage for the khadi brand. It was found that the Khadi branded products gained a strong customer base due to the product quality...
Persistent link: https://www.econbiz.de/10014079991
Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...
Persistent link: https://www.econbiz.de/10014082121
This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on...
Persistent link: https://www.econbiz.de/10014086122
Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...
Persistent link: https://www.econbiz.de/10014105862
Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of...
Persistent link: https://www.econbiz.de/10014107159
We study the optimal customer-acquisition and customer-retention decisions over an infinite planning horizon of the representative firm in a monopolistically competitive industry. Both the long-term and short-term equilibria of the industry are characterized by a constant optimal retention rate....
Persistent link: https://www.econbiz.de/10012973552
Objective – This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction. In this study, 260 questionnaires were distributed to Samsung smartphone holders.Methodology/Technique – This research was conducted in...
Persistent link: https://www.econbiz.de/10012952013