branding and brand communication. The modern business environment affirms the need for continuous research and analysis of … are fundamental to effective brand positioning and customer relationship management. According to the standards and values … them and influence the creation or strengthening of brand awareness. Based on scientific knowledge, this paper, using …

This article considers the customer's trust and commitment variables in attaining the much desired brand loyalty. In … this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand … loyalty, which would be useful for companies with a focus on brand equity. This study was one of the first in the Brazilian …

, and strengthening their brand as a tourist destination, Republic of Macedonia started to build and strengthen its tourism … brand. Due to the enormous competition, traditional destinations maintain and improve their brand through new innovative …

involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents … research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b …) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has …

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through … industry, to which a questionnaire survey was applied. The results show that (1) brand has a significant direct impact on … advantage through differentiation, and (4) positioning has a mediating effect on the relationship between brand and competitive …