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Brand Equity, Brand Satisfaction, and Brand Loyalty
International Journal of Online Marketing, 2021Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a ...
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Assessing brand love, brand sacredness and brand fidelity towards halal brands
Journal of Islamic Marketing, 2020Purpose The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach The proposed research framework has been empirically tested by collecting responses ...
Richa Joshi, Prerna Garg
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Brand verbs: brand synonymity and brand leadership
Journal of Brand Management, 2018Brand names have become verbs and entered in the consumer vocabulary, as doing words that are synonymous to consumer actions. Synonymity brands are observed to be prototypical and consumer-perceived brand leaders by planting a word not only in the consumer minds, but also in the lexicon. Corporate attorneys have ignored this fact by labeling such words
Siva M. Kumar, K. R. Jayasimha
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GREEN BRANDING: STORE BRANDS VERSUS NATIONAL BRANDS
Global Marketing Conference Proceeding, 2014Reinders, M.J., Bartels, J.
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Rethinking Brand Feminine Dimension: Brand Femininity or Brand Femininities?
2009The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity.
Darpy, Denis, Azar, Salim
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