Objective - This study aims to propose a conceptual model of how the influence of beauty vlogger content affects purchase intentions on local brand beauty products in Indonesia with brand image as a mediating variable.Methodology/Technique - Purposive sampling is used with 100 respondents...

Objective – The paper aims to investigate the effectiveness of information architecture design towards brand equity in the case of GO-JEK company.Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for...

Purpose: The objective of this study was to investigate the impact of service quality dimensions on brand reputation and brand trust in Iran’s Saderat Bank. Design/methodology/approach: The present study is applied in terms of objective and results of study and correlational type of...

Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In this paper, we evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a brand. For this purpose, we use a random coefficients...

Purpose - The objective of this study was to investigate the impact of service quality dimensions on brand reputation and brand trust in Iran's Saderat Bank. Design/methodology/approach: The present study is applied in terms of objective and results of study and correlational type of...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...

Consumer behavior is an area of study that has always attracted the attention of many research scholars. The increasing convolution in the purchasing and consumption patterns of people across the world has made the subject even more interesting and intellectually challenging. The paper is...

The private label products market is expanding day by day, and the decisions and applications made in this market have become important for retailers, national producers, and consumers. Consumers prefer private label products from retailers that they trust and perceive of high quality. Despite...

Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand...