This paper presents a critical review and synthesis of the extant literature which underscores
the complexities of conceptualising and measuring the synergies created by brand, retailer …

Intense competition for student enrollment has created a strong need for higher education
institutions, especially those that offer graduate degree programs, to differentiate …

This study defines and measures marketing mix elements in consumer-based brand equity.
It undertakes qualitative research through focus group discussions with 10 consumers. It …

The goal of this research was to examine the effect of brand equity on consumer purchasing
decisions at mobile retailers (MR). This study was based on research on the decision …

Prior literature suggests that, for low involvement products, transformational advertising
should be favored over informational advertising. The current study on 927 consumers from …

The functions of brands have changed over the years. Brands are no longer treated just as
differentiation tools but they have nowadays become vital for a firm's success. In addition to …

This study aims to determine and analyze the influence of marketing mix which consists of
product variables, prices, promotions, places, people, and the process of purchasing …

The purpose of this paper is to examine the determinants of brand loyalty and the factors
associated with perceived quality and willingness to order in the context of hardware …

Service sector is growing across the globe including India. Despite the growing importance
of the sector and services marketing, there is a paucity of literature in the area in general and …

We set out to discover how consumers really feel about different branded items by
conducting this study. This research aims to examine what variables impact consumers …