This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry … multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and … brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions …

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward … the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand … equity as deep as possible. This paper attempts to understand the interrelationships among key formative indicators of brand …

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

-setting game with heterogeneous consumers and two firms that produce different brands. Some consumers prefer one brand, others … prefer the other brand. Consumers derive common value from their preferred brand, but they differ in how strongly they … dislike their less preferred brand. I consider the situation in which one firm can offer consumers the opportunity to pre …

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price …

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on … are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer … personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined …

The paper analyses the role of the relationship between brand quality, brand identification, and emotional attachment … in contributing to brand loyalty. Specifically, we are interested in understanding how young consumer’s emotional … responses to brand quality perceptions impact brand loyalty, given that brand attachment can vary in terms of strength, and …

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a … possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater … attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker …