This paper aims to accentuate the role of marketing as an integrator in integrated care
through a marketing mix typology. To do so, this paper adopts a conceptual and contextual …

Purpose–The purpose of this paper is to examine the effects of functional (perceived quality)
and symbolic (personality congruence, user imagery congruence, brand prestige and brand …

Purpose The purpose of this paper is to investigate the effect of brand experience on brand
equity dimensions in the perspective of customers (including brand identification, physical …

Purpose The purpose of this paper is to examine the effects of country-of-origin (COO)
image on brand attitude and brand loyalty of Generation Y's consumers toward two …

Purpose Recently, reverse logistics (RL) has become more prominent due to growing
environmental concerns, social responsibility, competitive advantages and high efficiency by …

This article aims at researching on the relationship of country image and customer
perception on product quality and purchasing intention in South Korean. Additionally, the …

The study assesses the influence of brand awareness, perceived quality, and brand
association on e-brand loyalty of consumers in online retailing service (e-tailing service) in …

본 연구는 방탄소년단의 스타 속성이 무엇인지를 확인하고, 스타 충성도에 미치는 영향을
분석하여, 이들 관계에 있어서 스타 만족과 스타 신뢰 그리고 스타 태도의 매개역할을 검증하기 …

Purpose: This study tests how social media builds brand loyalty. It also tests the impact of
perceived benefits (practical, entertainment and social), brand satisfaction and internet …

The main purpose of the current research is to develop and test a theoretical framework that
captures the role of corporate branding (corporate association, symbolic benefits, and …