This paper aims to investigate the marketing strategies of Korean manufacturers of brand pro- ducts in the Mali market and the perception of consumers using these products. The research focused on two brands for each product type: Samsung Electronics and LG Electronics for electronic products...

Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even...

This article proposes the design and the results of a project studying the adoption of mobile gaming (playing mobile games) in the Chinese youth market. An adoption model extending TAM (Technology Adoption Model) was used, with intention to use as the dependent variable. Data were gathered from...

Nowadays the smartphone industry becomes one of the most lucrative as well as fast-growing businesses, examining the impact on mobile game business of in China. The mobile game industry is growing fast and become the daily activities for mobile users. Due to rapid diffusion of mobile phones all...

Purpose - The aim of this research is to find the impact of consumer perceived value (CPV) on smartphone purchase intention among Malaysian working professionals. The research intends to find whether or not social value, perceived usefulness, perceived ease of use, economic value and brand image...

The issue surrounding brand image is always fascinating to ponder. This is true not only for products/services, but also for organizations and individuals. Like it or not, individuals are prone toward creating brand image to excel in life. From the understanding on products/services, personal...

The airline product consists of tangible and intangible elements. It is important to remember that passengers are purchasing more than the airline product; they are also acquiring its benefits, including their customer experience, which they associate with it. Hence, the process of product...

The airline's scheduling process is intended to provide a plan on the operating patterns of the companies' aircraft and their resources, to meet the anticipated demand. The schedules' plans are usually based on one season only. However, they should be integrated into a long-term corporate plans,...

Modern revenue managers understand, anticipate, and react to market demand to maximize their businesses' revenues. They often do so by analyzing, forecasting, and optimizing their fixed, perishable inventory, and time-variable supply, through dynamic prices. Hence, the objective of pricing and...

The central role of marketing stems from identifying processes which create value to customers. Therefore, the marketing strategies and plans should be based on relevant frameworks which create and capture value to customers and to the businesses, themselves. The strategic planning involves a...