This study focuses on measuring the brand personality of BlackBerry mobile phone to find out the changes in brand image … after repositioning and targeting youth, and exploring the model validity of Jennifer Aaker's Brand Personality Scale. The … the 38 items of brand personality using the principal component analysis with Varimax rotation. The major findings were …

To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the … impact on the basis of an online experiment. For this purpose, 1,132 usable responses are gathered considering the smartphone … brands of Apple and Nokia as well as different critical incidents (corruption vs. product failure). Brand personality …

customer's preference formation could involve brand information or price information in addition to the benefits offered by the … product. It is unclear how the consideration of brand or price information influences customers' relative preference for … implications of design for synergy with brand or price information …

should map their brand as the social and cultural image in the consumers' minds … features enhances the researcher to study the factors which affect the buying behavior of the consumers … analysis. Chi-square testing was done to test the hypothesis.Findings - The study found that the international brand were …

advertisements became the part of our lifestyle to select any categories of product or any type of brand. In this regard … with specific location are attracting us to select a particular brand. Thus advertising is not only giving us the … information but also pulling us to purchase the products. Almost each and every brand of products are associated with …

as a special reference for knowing the smartphone brand. This paper studies the consumer preference towards various OS … and preference towards a smartphone brand with android as its OS. A quantitative study on 300 respondents was carried out … the smartphone brand …

analysis methods as well as SPSS Amos 23 test equipment. The object of the analysis is consumers "Oppo brand smartphone users … Brand Equity on Oppo brand smartphone users in the Depok area. By using a quantitative research approach and SEM factor … perceived quality had a significant effect on brand equity on Oppo smartphones in Depok with a regression coefficient of 0 …

, which investigates how the Brand experience may influence consumers’ willingness-to-pay (WTP) a price premium as mediated by … affects the consumers’ WTP a price premium directly as well as indirectly through brand credibility, perceived quality … found that results are dissimilar for both industries in terms of consumers’ WTP a price premium. The results suggested that …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent …