The development of human capacity is one measure towards that outcome, whereby social entrepreneurs put people at the centre of initiatives and projects. Increasingly, place branding is being viewed as an alternative model for sustainable development, as it affects various socio-cultural and...

This study spotlighted on the financial services industry specifically in the creation of brand trust across online channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was performed on the web sites of top ten bank retailers in...

This study examines brand dispersion — variance in brand ratings across consumers — and its role in the translation of brand assets into firm value. Dispersion captures the covert heterogeneity in evaluations of brands among consumers who like or dislike the brands, which would affect an...

This research focuses its attention to empirically investigate the interplay between cumulative customer satisfaction and brand value as well as its effect over firms' performance. As literature review suggests, both cumulative customer satisfaction and brand value have been probed as regards...

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer interest in a trademark increases the profits of third parties who do not own the trademark. Using techniques such as loss leaders and shelf space adjacency, retailers...

This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on...

Tourism is truly an international/global industry. Tourism is vital to the economy of a country and sustainable tourism development requires an understanding of the complex interrelationships and interactions among a multitude of environmental factors and interdisciplinary forces that play a...

The world is evolving fast, and in a global society that is developing at an astounding pace, borders of any kind are eliminated one at 0 a time. Moreover, the competition between companies is becoming fiercer and fiercer, so the differentiation of products and services has gradually turned into...

Tourism is truly an international/global industry. Tourism is vital to the economy of a country and sustainable tourism development requires an understanding of the complex interrelationships and interactions among a multitude of environmental factors and interdisciplinary forces that play a...

Purpose – We propose to capitalize on recent research on tourism marketing, destination choice, but also and mainly on conceptual reflections and research on emotional and symbolical brand relationship. We try to understand how destinations could communicate, using destination ambassadors; in...