The brand management landscape has changed due to the digital media platforms which
provide real-time interaction and high dynamism. Furthermore, the emergence of social …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

The direct-to-consumer (DTC) brands are emerging to reach more number of consumers
with more potential to meet their expectations. They are characterized through their …

The marketplace is changing rapidly and is different from what it used to be previously.
Today's marketplace has access to more information, is more competitive, and customers …

Scent is an important product attribute and an integral component of the consumption
experience as consumers often want to perceive a product's smell to make a well-informed …

Purpose This paper aims to investigate the factors that influence millennial purchase
behaviour, brand choice and distribution channel selection in an evolving technology-driven …

Brand pride generates positive emotions and increases brand loyalty, leading to more
wordof-mouth advertising. It is necessary to emphasize the need to raise awareness of …

De voorgaande onderzoeken betreffende parfum advertenties focusten zich vooral op het
appeal erotiek. De achtergrond van de parfum advertenties werd daarentegen weinig …

This is the case of an iconic brand from the Middle East, Abdul Samad Al-Qureshi Company
(ASQ), which registered an admirable growth to become a global brand. ASQ was …