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...

Objective – The paper aims to investigate the effectiveness of information architecture design towards brand equity in the case of GO-JEK company.Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for...

In the Brazilian market it is possible to observe local entrepreneurs using foreign names, for example, the case of the clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing campaigns. The society has an enormous...

The objective of this research was to find out the importance of digital media and business to increase their revenues and market their products in a better way. Another objective of this research to differentiate between conventional and new media and to view the level of awareness about their...

The paper investigates whether equity markets incorporate the value of an important category of intangible assets, namely, brand value of a firm. Using a novel dataset of trademark infringement lawsuits filed in US district courts from 2000-2012, this paper analyzes whether shocks to a firm's...

Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and...

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

This research examines the question of how an environmentally pro-active hotel can gain competitive distinction by way of 'green' branding. It demonstrates that not all green branding options are created equal. The two most widely recognized options, unilateral commitments and participation in...

Objective - The aim of this paper is to develop a baseline guide for the branding of hearing aids for use by Hearing Aid Retail Companies.Methodology/Technique - The individual dimensions of Kapferer's brand identity prism were analyzed and practically applied to the branding process of a...