Building a strong brand with significant equity provides a host of benefits for firms.
Understanding the sources and outcomes of brand equity provides managers with …

The purpose of this paper is to perform the analysis of literature review of lean production
(LP). The analysis involved studying 546 research articles published from 1988 to 2011 in …

La résistance du consommateur a fait l'objet d'un développement récent mais significatif en
marketing. La variété des recherches et l'absence de cadre théorique appellent cependant …

This study analyzes the effects of social media marketing activities (SMMAs) on brand equity
and customer response in the airline industry. A survey was conducted with a total of 302 …

Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in
managing in an era with hard to control social media. The purpose of this study was to …

Companies are increasingly allocating more of their marketing spending to social media
programs. Yet there is little research about how social media use is associated with …

La relation entre confiance interpersonnelle et engagement est devenue depuis les travaux
de Morgan et Hunt (1994) le modèle cognitif de référence du marketing relationnel. Cet …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Even though marketing in higher education is well established there is a continued
(controversial and at times emotional) debate about who the customer is with many still …

Even though marketing in higher education (HE) is well established, there is a continued
debate about who the customer is, with many still not accepting that students should be …