This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an...

Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept...

A defining feature of the modern era of computer technologies has been a massive reliance upon the mass consumption of personal operating system software. Currently three products dominate how the world experiences computer operating system – Microsoft‘s Windows, Apple‘s Mac, and Linux....

The retail and distribution industry in Botswana's deregulated economy is one of the largest and most difficult sectors in which to operate, mainly because of levels of competition amongst Botswana companies and the global competitive industry, in general. Hill (2000:539) postulates that...

This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand...

This study investigated effects of coffeehouse brand experience and personality on brand prestige and effects of brand prestige on brand relationship quality and brand loyalty. The study also explored the applicability of the four-factor model of brand experience and five-factor model of brand...

Since 2004, several small hotel chains have introduced guestloyalty programs in order to give their guests “big chain perks”while keeping a boutique identity. Recent studies have raisedconcerns that loyalty programs do not create brand loyalty. Bylooking at Kimpton Hotel’s recently...

While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components - emotional and cognitive loyalty - has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two...

Considerable resources are expended annually on building business brands, yet the literature is virtually silent on brand loyalty in a business setting. This study examines the relationship between attitudinal loyalty and behavioral loyalty in a business services context, and attempts to...

Since 2004, several small hotel chains have introduced guest loyalty programs in order to give their guests "big chain perks" while keeping a boutique identity. Recent studies have raised concerns that loyalty programs do not create brand loyalty. By looking at Kimpton Hotel's recently...