Purpose – This study aims to integrate consumer-based brand equity for a tourism destination (CBBETD) and the theory of planned behavior (TPB) to examine the relationship between branding and customers’ attitudes toward banking services. Design/methodology/approach –A ten-minute pen and...

Vertical cooperative (co-op) advertising is a marketing strategy in which the retailer runs local advertising and the manufacturer pays for a portion of its entire costs. This paper considers vertical co-op advertising along with pricing decisions in a supply chain; this consists of one...