The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of …
Purpose With growing mobility in a globalized world and an estimate of more than 300
million people going on religious pilgrimages every year, various researchers have been …
million people going on religious pilgrimages every year, various researchers have been …
Social media and consumer buying behavior decision: what entrepreneurs should know?
R Palalic, V Ramadani, S Mariam Gilani… - Management …, 2021 - emerald.com
Purpose This paper aims to investigate the impacts of social media on the Pakistani
consumers' buying behavior, which could be reflected in either complex buying, variety …
consumers' buying behavior, which could be reflected in either complex buying, variety …
The antecedents and consequences of brand personality: A systematic review
Purpose The topic of brand personality (BP) has received extensive research attention in the
last 2 decades, with a particular focus on examining its antecedents and consequences …
last 2 decades, with a particular focus on examining its antecedents and consequences …
Story of Aaker's brand personality scale criticism
A Kumar - Spanish Journal of Marketing-ESIC, 2018 - emerald.com
Purpose Aaker's brand personality scale (BPS) published in 1997 has revived hitherto
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …
[HTML][HTML] Product labels for the circular economy: are customers willing to pay for circular?
While existing research has probed consumer responses to products of different
recirculation pathways (recycling, reuse, refurbishment, etc), little work has examined …
recirculation pathways (recycling, reuse, refurbishment, etc), little work has examined …
The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity
Purpose The purpose of this paper is to draw upon social information processing theory and
its purpose is twofold. First, it aims to examine the relationship among five brand personality …
its purpose is twofold. First, it aims to examine the relationship among five brand personality …
Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia
MI Zainudin, F Haji Hasan, AK Othman - Journal of Islamic Marketing, 2020 - emerald.com
Purpose The growing competition in Malaysia's modest fashion industry has proven to be
the main challenge for the business to stay relevant in the market. Based on this reason, it is …
the main challenge for the business to stay relevant in the market. Based on this reason, it is …
Masstige scale: An alternative to measure brand equity
Masstige marketing is a strategic word for market penetration for premium but reachable
products based on brand equity, trying to develop brand awareness, likability, affection and …
products based on brand equity, trying to develop brand awareness, likability, affection and …
Examining the influence of brand personality dimension on consumer buying decision: Evidence from Ghana
With the advent of innovative marketing, the increasing use of brand personality concepts for
the promotion of a brand or product has received scholarly work across the globe. Yet little is …
the promotion of a brand or product has received scholarly work across the globe. Yet little is …
Review of brand loyalty literature: 2001–2015
H Cengiz, H Akdemir-Cengiz - Journal of Research in …, 2016 - techmindresearch.org
This paper examines the academic literature on brand loyalty and presents a
comprehensive bibliography on the subject via classification schemes molded in the …
comprehensive bibliography on the subject via classification schemes molded in the …