Extant country-of-origin research has focused on the deliberate use of country-specific
associations (CSAs) as a cognitive cue, captured by consumer responses to direct …

Consumers strongly rely on their memories and experiences during their decision‐making
processes. Yet, despite empirical evidence that both semantic and episodic brand memories …

Tüketiciler marka ile ilgili bilgileri, zihinlerinde episodik hafıza ve semantik hafıza olmak
üzere iki şekilde saklamaktadırlar. Episodik hafızada; marka ile ilişkili kişisel deneyimler …

Managers are currently struggling to evaluate brand equity in a holistic manner. As brand
equity is based not only on the customer mindset, but also on the market and financial …

This study examined how young people's feelings and thoughts about being a consumer are
reflected in their behaviors during the COVID-19 quarantine in terms of the Behavioral …

High demands on quality and increasing complexity are major challenges in the
development of industrial software in general. The development of automotive software in …

Eine der stärksten Wettbewerbsstrategien ist der Aufbau einer Marke, um sich von
Mitbewerbern abzugrenzen und für seine Zielgruppe einen Wiedererkennungswert zu …

Purpose: Considering the competitive space of online businesses, branding would be the
key element for achieving a competitive advantage. This study aimed at providing a digital …

Managing a country's destination image is an increasingly important concept in tourism
marketing to set a destination apart from the strong global competition. Therefore, it is …

Ábrajegyzék 1. ábra. Hatásmodell a város és a vállalat hírnévépítésének szinergiái
feltárására 12 2. ábra. A disszertáció felépítése 14 3. ábra. A kutatás folyamata 15 4. ábra A …