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Seyed Ibne-Ali Jaffari, Farooq Ahmad, Muhammad Mehtab, Asif Iqbal
Pág. 1953 - 1960
This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was...
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Shindy Shindy,Evo Sampetua Hariandja
Pág. in press
This research tries to examine the factors influencing the positive word of mouth of Indonesian?s consumer towards fashion brand. The factors studied include brand credibility and brand-self connection as independent variables, brand-self connection and ...
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Halim Rizal Edy,Adiwijaya K.,Fauzan R.
Pág. 473 - 486
This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to customer inference and participation intention moderated by customer values. The approach used...
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Pamuji Hari Santoso
Pág. 209 - 220
The low sales of Kawasaki motorcycles in comparison with its competitors leads to further analysis of the factors that influence it. This study aims to determine the effect of price, brand image, and the credibility of the company to purchase intentions....
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Santi Duwi Putri Nugroho, Mintarti Rahayu, Raditha Dwi Vata Hapsari
Pág. 18 - 32
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Lucas Moreno,Gisela Demo,Thelma Valéria Rocha,Fernanda Scussel
Pág. 221 - 237
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Fatih Pinarbasi, Ceyda Aysuna Türkyilmaz
Pág. 13 - 25
Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can b...
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Pratyush Banerjee,Ritu Gupta
Talent attraction is one of the major challenges for HR managers. With the rise of online recruitment channels, the number of applicants for a given job vacancy have increased substantially. In addition, the time taken in finding the right talent from th...
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Brindusa Mariana Amalancei
It is considered that loyalty to the brand of some primary customers is the core of the brand capital. A brand, however, may have substantial value, which is given to it by its symbol and slogans, if it is continued with the purchase of a brand after the...
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Manuel Escobar Farfán,Rodrigo Gallardo,Javiera Flores Salas
Pág. 67 - 80
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand?s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consume...
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Manuel Escobar Farfán,Rodrigo Gallardo,Javiera Flores Salas
Pág. 67 - 80
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand?s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consume...
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Alet Verster,Daniël J. Petzer,Nicole Cunningham
AbstractBackground: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to develop a long-term comp...
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Sebastian Kot,Michal Kucharski
Pág. 34 - 42
Conducted examinations were aimed at examining to what degree formal values of the advertising value equivalent (AVE) are ahead of their real value. The reason behind setting the real amount of the AVE is that many sponsoring entities supporting sport tr...
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Charles P. Cullinan, Hui Du
Considerable realignment in the audit market occurred in the wake of the Sarbanes-Oxley Act of 2002, with many clients switching from a Big 4 to a non-Big 4 auditor. We examine a sample of 212 former Big 4 clients who switched to either a mid-sized audit...
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E. Botha,M. Farshid,L. Pitt
AbstractSocial media has changed both the way in which organizations and their brands interact with their customers and the way in which business gets done. Brands are attempting to utilize social media to reach existing customers, gain new ones and buil...
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