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Chin-Tsu Chen
AbstractBackground: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development.Objectives: The main purpose of this study was to explore h...
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Pinar Acar, Gökhan Yildirim
Pág. 62 - 69
This research aims to investigate the effects of employer branding and career anchor on the intention to leave. The object of this research is the companies operating in the technology, finance and pharmaceutical sectors while the subject is 229 employee...
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Khurram Sultan, Saja Akram, Sara Abdulhaliq, Deema Jamal, Rezan Saleem
Pág. 33 - 44
In this study, the consumer perception for brand awareness and brand loyalty for two famous brands of soft drinks Coca Cola and Pepsi, has been evaluated. For this purpose, the effects of consumer perception of Coke and Pepsi were analysed for consumer a...
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Hiroyasu Furukawa,Koki Matsumura,Susumu Harada
Pág. 158 - 168
Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates t...
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María Cristina Otero Gómez,Wilson Giraldo Pérez
Pág. 7 - 13
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample ...
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