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...

Objective - This study aims to propose a conceptual model of how the influence of beauty vlogger content affects purchase intentions on local brand beauty products in Indonesia with brand image as a mediating variable.Methodology/Technique - Purposive sampling is used with 100 respondents...

The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...

Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...

This research was conducted in Three Districts of South Rajasthan (Udaipur, Chittorgarh and Pali) and explores the reasons behind the preference of purchasing Private label brands (PLBs) from an organized retail chain store by consumers. Participants indicated that their decision to purchase...

Integrated Marketing Communications (IMC) refers to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing and sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...