Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil...

This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists visiting Bali at least twice in the last 5 years. The...

This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher’s website on young Indian travellers. Despite the widespread use of the term in marketing...

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

A debate has been gaining notice between Wall Street (financial market) and Main Street (consumer market) as to what level the firm's brand equity actually is. Married household purchasing is a large segment of the retail sector and important to brand strategy. Furthermore, a thirty-year trend...

Product offerings in many consumer packaged goods (CPG) categories come in a variety of complex branding structures built around some discernable branding hierarchy. We develop a nonparametric statistical method in the context of a market response model to estimate the residual equity of each...

Nokia tops the list this year among India's most trusted brands. The purpose of this research is to analyze the influence of brand personality of NOKIA to perceived quality. Approximately 214 respondents from a well known management institute are selected for this purpose. Respondents are asked...

Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical...