In succinctly the purpose of research is to examine the worth of brand equity from customer perspective. To measure the brand equity of service firm (multinationals fast food restaurants) taking sample of 100 customer's from 5 different multinational fast food restaurants in Multan, Pakistan

Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in...

Self-image congruence is recognized as an essential construct in explaining and predicting various aspects of consumer behavior. This study aims to analyze the impact of self-image congruity and restaurant evaluation on behavioral intention to return to the restaurant. This research will use a...

"This book presents research on experiential marketing as well as to evaluate the interdisciplinary reflections of practices from different perspectives, exploring how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations"--