Brand Loyalty Research Papers - Academia.edu (original) (raw)

As brands expand them in terms of customer portfolio, they have recognized their needs to be compatible with multicultural and multinational customer groups. In order to capture wider customer groups in different sectors, the companies... more

As brands expand them in terms of customer portfolio, they have recognized their needs to be compatible with multicultural and multinational customer groups. In order to capture wider customer groups in different sectors, the companies have begun extension process by vertical and horizontal methods. Thus, this paper aimed to explain this process in terms of theories of categorization, regulatory focus and typical-based which were developed by previous scholars.

Bu araştırma marka güveni ve marka bağlılığının tüketici satın alma niyeti üzerine etkisinin akıllı telefon markaları için belirlenmesi amacıyla yapılmıştır. İstanbul’ da yaşayan ve cep telefonu kullanan herkes araştırmanın ana kütlesini... more

Bu araştırma marka güveni ve marka bağlılığının tüketici satın alma niyeti üzerine etkisinin akıllı telefon markaları için belirlenmesi amacıyla yapılmıştır. İstanbul’ da yaşayan ve cep telefonu kullanan herkes araştırmanın ana kütlesini oluşturmaktadır. Ana kütlenin tamamındaki müşterilere ulaşmak mümkün olmadığından veri toplanması için kolayda örnekleme metodu kullanılmıştır ve 185 katılımcıya ulaşılmıştır. Marka güveni, marka bağlılığı ve satın alma niyeti arasındaki ilişkinin açıklanması için yapısal eşitlik modeli kullanılmıştır. Veri analizi için SPSS 21 ve AMOS 20 programları kullanılmıştır. Sonuçlar marka güveni ve marka bağlılığının satın alma niyeti üzerinde etkili olduğunu göstermiştir. Ayrıca marka güveninin marka bağlılığı üzerindeki etkisi de belirlenmiştir. Akıllı telefon markaları için satın alma niyetinde en etkili boyut marka güveni olarak belirlenmiştir.

A model for consumer package goods is described by which consumers can be segmented into loyalty groups. A survey is used to obtain measures of consumer willingness to switch from a regular brand, if there is one. Each loyalty group is... more

A model for consumer package goods is described by which consumers can be segmented into loyalty groups. A survey is used to obtain measures of consumer willingness to switch from a regular brand, if there is one. Each loyalty group is associated with a unique purchase probability vector. The probabilities are derived empirically from purchase behavior. By use of the purchase probability vectors, brand shares and repeat rates can be simulated by the loyalty group segmentation (LGS) model, which yields good fits. Empirical data were available which reflected the effect of price changes on brand switching behavior by loyalty groups. At first price elasticities based on deviations from average price were used with poor results. By a revised version of the model, average price was recomputed as the sum of the prices of competitive brands weighted by the percentage of the brand's total switching with each other brand. By use of such loyalty group cross-price elasticity measures, high correlations were obtained with the empirical observations of share, repeat rate, and switching behavior.

For a very long time creating and maintaining brand loyalty is one of the challenging tasks for the marketers. Maintaining brand loyalty among customers has been carried out through different means of strategies. The aim of the study is... more

For a very long time creating and maintaining brand loyalty is one of the challenging tasks for the marketers. Maintaining brand loyalty among customers has been carried out through different means of strategies. The aim of the study is to find out whether the customers wish to recommend their brand to others and factors that have influence on brand loyalty. The study was conducted in Trichy district in the state of Tamil Nadu in India with a sample of 250 smartphone using general public and the samples were drawn using convenience sampling method because of huge population. Descriptive analysis and multiple regression analysis were carried out to find out the influence on brand loyalty. The result shows that perceived quality and customer satisfaction has positive influence on brand loyalty.

Anthropomorphism can be best described as attributing human characteristics and emotions to the nonhuman where an individual person manifests perceptions of humanlike entities from otherwise inanimate objects. This essay examines... more

Anthropomorphism can be best described as attributing human characteristics and emotions to the nonhuman where an individual person manifests perceptions of humanlike entities from otherwise inanimate objects. This essay examines anthropomorphism through the brand relationship paradigm in order to understand why consumers anthropomorphise brands and how it can lead to brand loyalty. This is studied through extant empirical research within the fields of marketing, branding, anthropomorphism and brand identity. A basic framework of anthropomorphism is presented along with the concept of brand loyalty before an exploration of the self- concept within the relational metaphor and an understanding how individuals apply anthropomorphism specifically to branded agents is explained. A discourse in relation to the argument against anthropomorphising in consumer-brand relationships is then presented and gives hefty reference to the work of Avis (2011) which questions the antecedent research of several key articles before giving way to additional prospects for a new brand personality paradigm.

Brands are working hard to build a brand equity which hope to lead the companies to have more loyal customers. Loyal customers are more cost efficient and have the intention to make multiple buying. The aim of this paper to track multiple... more

Brands are working hard to build a brand equity which hope to lead the companies to have more loyal customers. Loyal customers are more cost efficient and have the intention to make multiple buying. The aim of this paper to track multiple buying behavior among customers with high brand loyalty. In order to see the relations between products chosen and preferences, data mining technique was used. Associations between products and future buying intentions were examined. High degrees of associations between products are presented. The future intentions were parallel to loyalty and satisfaction levels.

Football clubs have to develop brand loyalty on their consumers to survive in the industrialised football sector since loyalty brings psychological and behavioral commitment to the football clubs. Points of attachment is substantial since... more

Football clubs have to develop brand loyalty on their consumers to survive in the industrialised football sector since loyalty brings psychological and behavioral commitment to the football clubs. Points of attachment is substantial since it involves the factors creating brand loyalty. The degree of interest towards points of attachment of a football club can differ according to demographical factors and the favourableness typologies of the football consumers. In this research, it is aimed to find out if demographical factors and favourableness typologies of the supporters of " The Big Four " in Turkish Super League make any differences on points of attachment. For this purpose, 662 students at Bülent Ecevit University in the spring period of 2013-2014 were reached by using convenience sampling method. Kruskal-Wallis and Mann-Whitney U tests were applied. As a conclusion, it was determined that demographical factors and favourableness typologies created statistically meaningful differences on the points of attachment. Introduction Football clubs are not only appraised with their game performance, but also with their humane and physical factors such as players, coaches, followers, stadiums and the leagues that they perform. These each factors have such a performance that creates loyalty on football consumers towards the football clubs that they support. In other words, each of the mentioned factors are indicated as a reason in order that any football consumer can attend to the football event. The importance of each points of attachment can differ according to each football club supporters. Football clubs have to be aware of the points of attachment binding loyal consumers to the football event in order to keep the existing football consumers and to attract the potential ones [1]. Thus, it becomes possible that sport managers and marketers can develop effective marketing strategies that will increase psychological commitment and then consequently behavioral loyalty on football consumers [2]. In this research, it is aimed to reveal whether the points of attachment towards Beşiktaş, Fenerbahçe, Galatasaray and Trabzonspor which have the highest brand value and are called " The Big Four " among the football clubs performing in Turkish Super League, differ according to demographical factors and favourableness typologies of the football club supporters. In the research, four favourableness typologies are classified and named as " indifferent " , " football spectator " , " football follower " and " football fan " by scoring the data extracted from the " Sport Spectator Identification Scale ". In this reseach, the favourableness typologies and their effects on the points of attachment are extracted and this must be evaluated as a contribution to the sport marketing literature. It is also expected that the contributions of this research will be beneficial for sport marketers to develop effective marketing strategies in order to increase the football spectator attendance in both psychological and behavioral means.

The goal of this study is to determine what factors effect the attractiveness of both national football leagues and the Champions League from the perspective of fans, and how these factors are viewed by fans of clubs at the top and bottom... more

The goal of this study is to determine what factors effect the attractiveness of both national football leagues and the Champions League from the perspective of fans, and how these factors are viewed by fans of clubs at the top and bottom of the league table. This is of interest as there are differences between the financial resources available to the clubs and leagues. Based on the literature on sport consumer behaviour, we propose that four determinants are relevant to the league’s attractiveness: stadium atmosphere, international success of the clubs, uniqueness of dominating clubs and perceived competitive balance. A total of 1,404 committed fans of 12 selected football teams from the UK Premier League and German Bundesliga participated in the study. The research model was tested using PLS. The results show that the determinants significantly impact perceived attractiveness, and that even fans of financially privileged and successful clubs concede that perceived competitive balance is necessary for the attractiveness to be maintained.

Six-Sigma is an effective quality management technique, though there are countless myths of its application in manufacturing industry only but in actual it could be applicable in all area of management which ultimately leads to increases... more

Six-Sigma is an effective quality management technique, though there are countless myths of its application in manufacturing industry only but in actual it could be applicable in all area of management which ultimately leads to increases in the total quality and with the absolute surety of zero chance of error. In the hospitality industry that is the obvious way to recognize and meet the specific needs, wants and expectations of guests with the objective of delivering high-quality service to customers in the hospitality industry are essential when seeking to accomplish and sustain a competitive edge. This study is focused on the execution of Six Sigma quality standard in to Serena hotels that will lead to increases customer loyalty, building hotel image, business revenue and a drop in employee turnover and thus operating costs.

A brand is a way a product, state, nation, company, or individual is perceived by those who experience it. Much more than just a name or a logo, a brand is the recognizable feeling these assets evoke. A brand is an identifying symbol,... more

A brand is a way a product, state, nation, company, or individual is perceived by those who experience it. Much more than just a name or a logo, a brand is the recognizable feeling these assets evoke. A brand is an identifying symbol, mark, logo, name, word, and/or sentence. A combination of one or more of those elements can be utilized to create a brand identity. Legal protection given to a brand name is called a trademark. A brand is defined as a distinguishing symbol, mark, logo, name, word, or sentence -or a combination of these items. The Niger State, Nigeria Logo Brand is the State’s creation of the positive perception combining such elements as logo, design and visual identifier.
Keywords:
Niger state logo, Brand manual, Brand architecture, Collateral materials, Brand visual identifier, Brand security grid, Brand elements, Colour palette, Brand essence.

This paper evaluate and compare the performance of different categories of Pakistani mutual funds, during seven year from 2004 to 2011.Mutual funds' performance were analyzed using various evaluation techniques; Sharpe, Treyno, Jensen's... more

This paper evaluate and compare the performance of different categories of Pakistani mutual funds, during seven year from 2004 to 2011.Mutual funds' performance were analyzed using various evaluation techniques; Sharpe, Treyno, Jensen's alpha, Sortino, Information/Appraisal ratio, Fama overall performance and performance attribution analysis. The findings suggest that performance of the mutual funds measured with first five methods, does not satisfy investors' expectations based on the risk and return, mutual funds significantly under-perform the market. Those mutual funds analyzed with the last two methods, are not offering complete diversification thus managers fell short of matching expectations consistent with the actual risk level of portfolio, they have also not made active decision involving both in allocation of assets and in selection of individual security. This study facilitates the managers and investors in taking effective investment decisions by measuring the performance of funds they can allocate resources more efficiently in future.

While prevailing marketing practice is to encourage ever stronger relationships between consumers and brands, such relationships are rare and many consumers are relationship-averse or content with the status quo. The authors examine how... more

While prevailing marketing practice is to encourage ever stronger relationships between consumers and brands, such relationships are rare and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect and Study 2 shows it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search versus experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more, and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications.

An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand... more

An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand commitment, which influences customer loyalty. The results for the more ego-involved service of hair stylists, however, showed a different result. Purchase loyalty did not mediate the relationship between ego involvement and brand commitment, but instead ego involvement had a direct relationship with brand commitment.

Brand loyalty and brand trust are known to be the fundamental aspect of brand management. Brand loyalty is important to many companies as it increases their profit as well as market share. Customers tend to choose the brand which they had... more

Brand loyalty and brand trust are known to be the fundamental aspect of brand management. Brand loyalty is important to many companies as it increases their profit as well as market share. Customers tend to choose the brand which they had put their trust and continue using the similar brand rather than taking risks by purchasing a new and unfamiliar brand. Thus, brand trust also plays an important role in influencing the behavior of customers, especially during their decision making process. A summary of the literature review has been designed in this paper, which was retrieved from the previous studies (from the year 1998 to 2016). Even though several factors have been examined separately in the previous researches, too little attention is focusing on examining the combined effects of the brand management's elements towards the brand loyalty, especially with the present of the brand trust as the mediating variable. Thus, this paper has been written in attempting to understand the concept of brand management, which includes its significance, dimensions and factors that influence brand loyalty.

Prior research has demonstrated a direct relationship between reasons for liking a particular sport team and loyalty. The current study replicates and extends this line of inquiry by examining the mediating role of attachment, a process... more

Prior research has demonstrated a direct relationship between reasons for liking a particular sport team and loyalty. The current study replicates and extends this line of inquiry by examining the mediating role of attachment, a process by which an individual moves from merely liking a team (attraction) to becoming loyal to a team (allegiance). Data (Collegiate N = 194; Collegiate and Professional N = 402, Favorite Sport Team N = 808) were collected to examine 13 benefits and attributes associated with liking a sport team, 3 attitude formation properties, and allegiance. A three stage test of mediation using MLR revealed that attachment mediated the relationship between allegiance and Vicarious Achievement, Nostalgia, Star Player, Escape, Success, and Peer Group Acceptance. The results indicated that allegiance is the outcome of a developmental process by which an individual places greater symbolic value on, has stronger emotional reactions, and has more functional knowledge in relation to attractive benefits and attributes associated with a sport team.

O Brand Model Canvas, permite a visão holística sobre sua estratégia de marca. Baseado em conceitos de Human Centered Design, ele começa analisando os problemas que a marca resolve de seu usuário, e faz a triangulação de dados de mercado,... more

O Brand Model Canvas, permite a visão holística sobre sua estratégia de marca. Baseado em conceitos de Human Centered Design, ele começa analisando os problemas que a marca resolve de seu usuário, e faz a triangulação de dados de mercado, usuário e empresa, sempre com o olhar multidisciplinar, colaborativo , otimista e orientado a experiência nos pontos de contato e na mensuração de indicadores estratégicos.

The purpose of this study was to investigate Pakistani fans in the context of athlete branding regarding foreign cricketers in the country's first ever cricket league. Athlete brand attributes and athlete brand implication discussed with... more

The purpose of this study was to investigate Pakistani fans in the context of athlete branding regarding foreign cricketers in the country's first ever cricket league. Athlete brand attributes and athlete brand implication discussed with 15 fans of foreign cricketers via semi-structured interview. The components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). In turn, implication of athlete branding contributed in the domain of athlete loyalty (media following, creating their own narratives, positive word-of-mouth, resistance to change and commitment), athlete's team loyalty (team substitution, supporting multiple teams and revenue generation) and athlete's sponsors loyalty. The implications of these findings for building and managing an athlete's brand are also discussed.

The objective of our research is to know the factors that impact on brand equity. The study considered the brand awareness and loyalty of brand, to search out that how these influence the brand equity. The study was based on the primary... more

The objective of our research is to know the factors that impact on brand equity. The study considered the brand awareness and loyalty of brand, to search out that how these influence the brand equity. The study was based on the primary which gathered from 200 respondents by means of a questionnaire. The application of random sampling technique are used and statistical tool like SPSS software was used for checking the reliability of questionnaire and for revealing the result of this research the correlation analysis are used. The research result indicates that the brand awareness and loyalty influence the brand equity. Main focus of every business is the customer attraction, the findings and recommendation of this research will help the managers to develop insight of research factors about the brand equity.

This paper concentrate on how far commercial banks in Sri Lanka have been adapted to online banking facilities and its impact on brand loyalty among professional customers. The main research objective of the study is to identify the level... more

This paper concentrate on how far commercial banks in Sri Lanka have been adapted to online banking facilities and its impact on brand loyalty among professional customers. The main research objective of the study is to identify the level of influence made by online banking facilities on brand loyalty of the professional customers in commercial banking sector. The findings revealed that perceived value and trustworthiness influence the brand loyalty among professional customers than the customer satisfaction on brand loyalty. This is in line with an empirical study supporting the notion that trust and other security beliefs influence consumers' intent to purchase goods over the internet and that perception of internet security influence potential purchasing behavior. Bank management can transform their branches with technology to serve their customers better. This could strengthen the bond with customers and make them more committed to continuing to use the online banking services.

There was a time when branding was limited to FMCG and mass manufacturers, but recent times have seen the importance of marketing and brand management of novel sectors like education. Considering this scenario, the main aim of the paper... more

There was a time when branding was limited to FMCG and mass manufacturers, but recent times have seen the importance of marketing and brand management of novel sectors like education. Considering this scenario, the main aim of the paper is to investigate the impact of brand awareness and service quality of HEIs (Higher Education Institutions); on their credibility, trust and the loyalty in the long run, which can be achieved through brand promotion and provision of valued services. The purpose further extends in making a comparison of the effect of both brand awareness (BA) and service quality (SQ) on HEIs' Loyalty. Methodological tools of the research methods are comprised of Quantitative data relying on a validated questionnaire with a sample size of 139. As the object of the research was higher education institutions (HEIs), two Government and two Private universities from Lahore (Pakistan) region were selected, which are involved in the aggressive brand promotion and known for the provision of esteemed service quality. The paper presenting the results of empirical analysis depicts that brand awareness and service quality have a significant impact on brand loyalty of educational institutes; thus, making it compulsory to stress on continuous brand management. However, in comparing both independent variables, it's the service quality that contributes more towards brand loyalty in the long run, yet both aspects work side by side and need to be focused. The results of the research can be equally useful for stakeholders encompassing higher education institutions as service providers, students/guardians as consumers or customers, accredited bodies and professional consultancy/marketing firms for informed decision making in their respective domains. As for research limitation, the data was collected from Lahore region which is known as an educational hub, so the results might show variations in less populated regions. Also, the nature of educational institutes I.e. state or private might account for different standpoints to some extent.

The Theory of Planned Behavior (TPB) has been widely established and most applicable to be used in any research dedicated to predict intention and behavior. Though it is one of the most cited theory in predicting intention, however... more

The Theory of Planned Behavior (TPB) has been widely established and most applicable to be used in any research dedicated to predict intention and behavior. Though it is one of the most cited theory in predicting intention, however recently, this theory has evidenced many attempts to deliberate and diversify its three main constructs of Attitude, Subjective Norms and Perceived Behavioral control. This article discusses on the evidence of the extension of the theory, invented by many researchers in an effort to better predict and understand intention by using additional relevant external factors

This study examines how customer interactions in virtual brand community (VBC) affect perceived benefits and brand loyalty. We propose an integrated framework to conceptualize the relationships between VBC interactions, perceived... more

This study examines how customer interactions in virtual brand community (VBC) affect perceived benefits and brand loyalty. We propose an integrated framework to conceptualize the relationships between VBC interactions, perceived benefits, participation and loyalty, with brand identity as moderating variable. Given the popularity of Apple’s products in China, Mcfans, a VBC frequented by Apple customers, was chosen as study platform to administer an online survey to 207 members. Results were analyzed by Partial Least Squares method, revealing (1) different customer interactions (i.e. product-content, human-computer, & interpersonal) have different effects on perceived benefits (including cognitive, social-integrative, personal-integrative and affective); (2) customer VBC interactions significantly influence future community participation and brand loyalty; (3) brand identity has positive moderating effects on the links from interpersonal VBC interactions to perceived cognitive, social-integrative, personal-integrative and affective benefits; and (4) brand identity also negatively moderates the impacts of product-content VBC interactions on perceived cognitive and personal-integrative benefits. This research addresses a literature gap in relation to VBC participation and its benefits, from both customers’ and managers’ perspectives. Findings offer practitioners actionable measures for facilitating VBC interactions and boosting desired benefits for customers and the brand.

– Tourist satisfaction is important to ensure the future of a tourist destination. Satisfied tourist would revisit and recommend to others which ensure a chain of event that allows the tourist destination to be visited for years to come.... more

– Tourist satisfaction is important to ensure the future of a tourist destination. Satisfied tourist would revisit and recommend to others which ensure a chain of event that allows the tourist destination to be visited for years to come. Therefore, to establish tourists' loyalty towards the destination, their satisfaction has to be fulfilled. In this paper, the relationship of tourist satisfaction and loyalty in Tunku Abdul Rahman Park is determined. Exploratory factor analysis was conducted prior to the multiple regression analysis using 8 destination image, 7 attribute satisfaction and 3 loyalty variables. Exploratory factor analysis results showed three dimensions of satisfaction and one loyalty dimension. Multiple regression analysis was used to show and prove the otherwise hypothesized relationship of the variables mentioned. The hypothesis, 'there is a positive relationship between tourist satisfaction and loyalty' was tested through this analysis. The study results showed there is a partially accepted relationship between tourist satisfaction and loyalty.

In e-commerce industry while most of the transactions happen electronically, logistics activities are still required to ship products to end points. Firms that operate in e-commerce industry should consider logistics as a critical success... more

In e-commerce industry while most of the transactions happen electronically, logistics activities are still required to ship products to end points. Firms that operate in e-commerce industry should consider logistics as a critical success factor if they want to be successful in operations. Studies show that customers choose strong brands in e-commerce to get better logistics service. Main purpose of this research is to examine the consequences of logistics service quality on brand factors considering e-commerce industry. To this end, for brand factors including quality (PQ), brand loyalty (BL), and brand trust (BT), and logistics service quality (LSQ), a literature review is made. According to this literature review, a survey is prepared and sent to e-commerce website users via email and online survey software. The originality of this study lies on the investigation of how perceived logistics service quality affects perceived quality, brand trust, and brand loyalty from the e-commerce perspective for the first time. As an exploratory study that links logistics service quality with brand, the study investigates how logistics service quality characteristics, namely timelines, order condition, information quality, personal contact quality, ordering procedures, ordering release quantities, order accuracy, order quality, and order discrepancy handling affect brand factors as perceived quality, brand loyalty, and brand trust. To that end, the data collected based on responses from 193 online shopping website users. Based on the factor analysis results, 6 groups are identified for LSQ. The results indicated that logistics service quality has an impact on perceived quality and brand trust and it has no impact on brand loyalty. At the end, implications of these findings for managers and directions for future research are presented.

The most important stream of game developers' revenue is arguably via gamer's in-game purchases. Previous literature has identified a number of strong determinants of online purchase intention including values, consumer experience,... more

The most important stream of game developers' revenue is arguably via gamer's in-game purchases. Previous literature has identified a number of strong determinants of online purchase intention including values, consumer experience, lifestyle, security, perceived risk, information, and subjective norms and behavioural control. The present study examined the relationship between online mobile gaming addiction and loyalty towards purchase intention of online mobile game in-game apps. The present study comprised 430 students from two major Indian universities who completed a short 28-item survey focusing on three variables (i.e., addiction, loyalty towards online games, and purchase intention towards online mobile in-game features). The results demonstrated that (i) online mobile game addiction shared a significant positive relationship with online mobile game loyalty; (ii) online mobile game addiction had a positive relationship with the purchase of online mobile in-game apps, and (iii) online mobile game loyalty increased game users' intention to purchase online mobile in-game apps. The present study is the first to investigate loyalty and gaming addiction in relation to the purchase of in-game apps. Game developers will always want to facilitate loyalty among its clientele. However, if the engagement strategies used by gaming operators facilitate addiction as a way of increasing purchase intention of online mobile game in-game apps, this raises serious ethical questions which the gaming industry need to address as part of its corporate social responsibility strategy.

O Brand Model Canvas, permite a visão holística sobre sua estratégia de marca. Baseado em conceitos de Human Centered Design, ele começa analisando os problemas que a marca resolve de seu usuário, e faz a triangulação de dados de mercado,... more

O Brand Model Canvas, permite a visão holística sobre sua estratégia de marca. Baseado em conceitos de Human Centered Design, ele começa analisando os problemas que a marca resolve de seu usuário, e faz a triangulação de dados de mercado, usuário e empresa, sempre com o olhar multidisciplinar, colaborativo , otimista e orientado a experiência nos pontos de contato e na mensuração de indicadores estratégicos.

Corporate Social Responsibility (CSR) has been recognized as gamer changer and to influences among drivers of Rural developments. The Research intended to study the impact of CSR through rural College and career readiness (CCR),This paper... more

Corporate Social Responsibility (CSR) has been recognized as gamer changer and to influences among drivers of Rural developments. The Research intended to study the impact of CSR through rural College and career readiness (CCR),This paper explores three thing how CSR helps the rural student to hold in college and career readiness skill with knowledge and behavior ,second Graduates describes how CSR initiates the skill development program for pitch in their career, and lastly based on Graduate description struggle after high school and graduation the research uncover gaps in college and career readiness .The structure is grounded with David Conley (2014) stated college and career readiness as Four Model, and social cognitive career theory was scrutinized all through the learning. The learning discuss the literature review on high school and college students/graduates are trained by cooperates under CSR effectively in college and career readiness skill (CCR) and also discuss the struggle to attain upon College and career readiness.

The importance of brand awareness to develop higher level of customer loyalty in the ice cream industry is multifaceted. Igloo, being the market leader, takes a wide range of brand building measures to make customers more aware but that... more

The importance of brand awareness to develop higher level of customer loyalty in the ice cream industry is multifaceted. Igloo, being the market leader, takes a wide range of brand building measures to make customers more aware but that does not necessarily lead them to capture the multifarious benefits of full customer loyalty. The purpose of the study, however, was to identify the impact of brand awareness on consumer loyalty towards Igloo Ice Cream. All the 100 respondents chosen for this study using stratified sampling technique were surveyed with 5 point Likert Scale. The data were analyzed using statistical tools such as factor analysis and multiple regression analysis. The study reduced the twelve brand awareness building variables such as brand name, logo, slogan, character, product variety, price, communication, product availability, events, sponsorship, promotional merchandise, trade show into three factors namely "Marketing Programs", "Brand Exposure Builders" and "Brand Recognition Elements". The findings also suggest that among these three factors "marketing programs" most significantly affect brand awareness. From regression analysis, it was found that brand awareness building variables and customer loyalty have high degree of positive association and the ability to recognize brand character, brand name, brand slogan, affordability with price, and participation in Igloo sponsored events most significantly influence customer loyalty. Recommendations were provided in the end which if followed by the management of Igloo will ensure higher customer loyalty.