Results 41 to 50 of about 24,411,852 (188)
DeReMa (Development Research of Management): Jurnal Manajemen, 2020 The purpose of this research is to know if brand image and Celebrity Endorsement can predict Customer Based Brand Equity of Shopee user directly or through Brand Credibility as mediator.
Miharni Tjokrosaputro +1 more
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Customer advocacy and brand development
, 2006 Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities
Lawer, Christopher, Knox, Simon
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Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2020 This study is based on inheritance patternsof customer-basedbrand equity in terms of customer perception by two authors of Aaker (1992,1996) and Keller (1993,2013) to explorethe components of brand equity in the banking sector and ...
Hoàng Thị Phương Thảo +1 more
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Customer Based Brand Equity and University Brand Management
VNU Journal of Science: Economics and Business, 2019 As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991 ...
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Customer-based brand equity and eWOM: the mediating effect of brand attachment in higher education
Cogent Business & ManagementThe study aims to examine the relationship between customer-based brand equity, brand attachment, and electronic word-of-mouth in the context of higher education.
Juan O′Brien Cáceres +1 more
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The impact of brand sensory experience on brand loyalty with emphasis on drivers of brand equity, customer satisfaction, and customer emotional commitment [PDF]
رویکردهای نوین در مدیریت و بازاریابیThe present study aimed to investigate the effect of brand sensory experience on brand loyalty with an emphasis on the drivers of brand equity, customer satisfaction, and customers' emotional commitment.
Seyed majid mohammadnezhad +1 more
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Investigating the interaction effects of customer based brand equity (In Case of Mashhad five stare hotels) [PDF]
مدیریت بازرگانی, 2013 Today make a strong brand is an objective for many organizations like service organizations. Therefore building a brand in the hotel industry is important in this area, but little research has been carried out with experimental approach in this area ...
Fariborz Rahimnia +2 more
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Dimensions of Brand Equity in E-Services, Case of Electronic Banking Industry
International Journal of Information Science and Management, 2013 The aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. A pilot and a main study were conducted. The findings in this study support the model of customer-
Prof. A. Sanayei +2 more
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بیمارستان, 2021 Introduction: Branding is one of the most important needs of any organization to survive and improve the quality of provided products and services.
Mahmood Nekoei-moghadam +3 more
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The Role of organizational brand identity in strengthening employee- based brand equity [PDF]
رویکردهای نوین در مدیریت و بازاریابیThis study aimed to investigate the role of organizational brand identity in strengthening employee-centered brand equity. The study population is the employees of Asia Insurance in Tehran province branches, of which 287 samples were studied using the ...
Shahla Borjalilou, Samira Emadinasab
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