This research aims to investigate the impact of customer satisfaction, experience, and loyalty on brand power in the Hotel industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were Pars Hotels' customers. Sample size was 384,...

Customer's perception is becoming more crucial for the banks to maintain their market shares, profitability and customer's loyalty under highly competitive market conditions. This paper studies the dimensions of customer's perception of the overall banking industry in Croatia, focusing on...

The purpose of this study is to identify the social, epistemic and conditional values associated with automobiles and to examine their impact on customer satisfaction and brand loyalty. A sample size of 198 respondents was chosen from various locations near Jeddah in Saudi Arabia using...

We focus on four important features of mobile targeting. First, consumers' real-time locations are known to sellers. Second, location is not the only factor determining how responsive consumers are to discounts. Other factors such as age, income and occupation play a role, which are imperfectly...

The questions of what competence constitutes in salesperson performance and why it does matter are important issue of marketing and sales management. This study examined the importance of competence in a salesperson's performance and the mechanism underlying the relationship between competence...

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates brand loyalty, and all of them together lead to brand...

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

This paper explores the strategic tradeoff between advertising and pricing when firms have asymmetric loyal market segments and also can compete for shoppers who purchase at the lowest advertised price. Two advertising structures consistent with real world settings are considered. In the first...