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André F. Santos, José Marinho and Jorge Bernardino
Loyalty platforms are designed to increase customer loyalty and thus increase consumers? attraction to purchase. Although successful in increasing brand reach and sales, these platforms fail to meet their primary objective due to a lack of incentives and...
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Linda Saulite, Deniss ?ceulovs and Franti?ek Pollák
This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15?24. Due to technological developments, new media content cons...
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Sanjay Mathrani and Sara Diaa Eldin Ibrahim
Cultural inclusion generates a positive impact by socially increasing pride for individuals or economically increasing a country?s global capital. Currently, in New Zealand (NZ), not many strategies exist that ensure inclusion of culture in new products ...
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Mohd Faizal Abdul Ghani, Mohd Hizam-Hanafiah, Rosmah Mat Isa and Hamizah Abd Hamid
Previous literature has acknowledged franchising as a great way for businesses to expand into new areas and opportunities. It has become a popular option for those who are looking to start their businesses by choosing a well-known company?s brand name an...
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Ivana Markovic, Biljana Rabasovic, Nikola Stojanovic
Pág. 13 - 24
Research Question: The goal of this research is to describe how the concept of brand personality and its dimensions affect customer satisfaction and loyalty. Motivation: Creating brand personality is an efficient differentiation strategy, used by numerou...
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