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Gampo Haryono, Albetris Albetris
Pág. 169 - 181
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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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