perceived their brand and the role mindsharing played in light of the organisation's ultimate failure. Specifically, the study … respondents' degree of mindsharing in regards to their perception of the organisational brand. The four stages the branding … process investigated were: Brand Strategic Analysis, Brand Identity, Brand Operationalising, and Post …

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 …

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 …

activities by way of developing a green brand. Further, this study develops a framework that other companies can use to assess …

Theoretical research on self-selection and cannibalization suggests that brand quality may affect consumers' choice of … brand influence. This paper examines the demand response to the proliferation of personal computer (PC) models. Using both … the central processing unit and brand as segmentation variables, I set up a two-level, nested generalized extreme value …

Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To … strategies that can be presented to improve the website's user engagement and digital brand name. The first part of the study … flow of digital advertisements to optimize brand name and profit. …