The focus of this dissertation lies on the brand personality (BP) and the brand relationship concept. They represent two particularly important measures of brand equity. And more importantly, both concepts still lack a comprehensive understanding. Hence, this dissertation provides deeper insight...

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....

Price promotions are important marketing activities for (food) retailers; brand loyalty is a major requisite to foster brands' assets. Several theoretical papers have analyzed the relationship between price promotions and brand loyalty resulting in mixed or perhaps contradictory outcomes; only a...

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 research is aims to determine and analyze the effect of brand characteristic and company characteristic to brand loyalty to consumer handphone of Nokia at University of North Sumatera. This research is a kind of explanation of research, is research that can be assessed according to its...

The concept of ‘customer experience’ has evolved as an imperative area of study within themarketing discipline. Despite its importance and the positive attention this concept hasreceived during the last few years, the explanation of customer experiences have remainedvague and lack a thorough...

Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines...