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D. Priilaid,G. Human,K. Pitcher,T. Smith,C. Varkel
AbstractTheory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to in...
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Mohammad Zulfeequar Alam
Pág. 326 - 333
Social media inspired millions of users from all over the world. This media has made the connection more familiar to ones that are more intelligent. This new medium of communication wins the trust of consumers by connecting with them at a deeper level. G...
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Job Dubihlela, Tandiswa Ngxukumeshe
Purpose ?Consumers are becoming progressively aware of the significance of eco-friendly activities, and their environmental consciousness drives them to consume eco-friendly products and services more, and prefer to support organisations that favor conse...
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Muhammad Ali Yab, Muhammad Ilyas, Chaudhry Abdul Rehman
Pág. 1637 - 1647
This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (...
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Myriam Martínez Fiestas (Universidad de Granada)
La utilización de muestras de estudiantes en la investigación del consumidor ha estado presente desde prácticamente los comienzos de la disciplina. No obstante dicha práctica no ha estado exenta de críticas por parte de la academia. En el presente traba...
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