Table Of Contents
The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.
Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded productsMatthew Tingchi Liu, Rongwei Chu, IpKin Anthony Wong, Miguel Angel Zúñiga, Yan Meng, Chuan Pang
The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.
The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting.
The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent…
Impact of retailer personality on consumer‐based retailer equity: An empirical study of retail brandsGopal Das, Biplab Datta, Kalyan Kumar Guin
The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.
Do offline factors trigger customers' appetite for online continual usage?: A study of online reservation in the airline industryMohammad Ahmad Al‐hawari, Samar Mouakket
Although many studies have analysed the impact of online factors on the online behaviour of customers', there is also a need to consider the influence of offline factors…
The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and…
The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is…
The purpose of this paper is to use high‐tech companies in Taiwan as research subjects to verify the fit of the commitment‐trust theory and explore the supply chain…
Renamed from:Asia Pacific International Journal of Marketing
Online date, start – end:1993
Copyright Holder:Emerald Publishing Limited
- Prof Ian Phau