The objective of this paper is to present a comprehensive framework of relationships among corporate brand image (CBI), satisfaction, and loyalty. Three hypotheses are proposed and tested in this study: (1) Corporate brand image is antecedent to customer satisfaction, (2) The relationship...

Brand is a perceptual entity that has begun in its materialization, but is reflected into consumer perceptions so is subject to the laws of neuromarketing. The conflict that arises between consumer desires and goal producers overbridge the emotional branding. Emotional branding is based on the...

Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit...

Tourist information proved to have an important influence on the choice of holiday destinations. An important category of promotional means used tourism as a source of information is a tourist information documents in which graphical advertising has a great importance. In a harmonious...

Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit...

This paper investigates print advertising of the U.S. and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilar among the four countries identified. This research offers valuable...

Full text in Russian. Executive summary in English is available at pp. 43.

This paper investigates print advertising of the U.S. and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilar among the four countries identified. This research offers valuable...

The proliferation of telecommunication (telecom) operators in the country has led to intense competition within the industry. Most telecom operators use advertising as a major competitive tool to attract, inform and persuade customers to purchase their offerings. Using tertiary students in the...