The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand...

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the...

The purpose of this article is to identify research trends in branding and brand building focused on the elderly, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the population structure in the world. For this purpose, a...

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate...

Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic,...

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The...