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trust</title> <meta name="description" content="Search results for: brand trust"> <meta name="keywords" content="brand trust"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block d-lg-none navbar-toggler ml-auto" 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id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="brand trust"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 1188</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: brand trust</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1188</span> Measuring the Impact of Brand Satisfaction, Brand Trust and Brand Experience on Brand Loyalty: An Empirical Study on the Skincare Products in Pakistan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Azeem%20Qureshi">Muhammad Azeem Qureshi</a>, <a href="https://publications.waset.org/abstracts/search?q=Hammad%20Tahir"> Hammad Tahir</a>, <a href="https://publications.waset.org/abstracts/search?q=Fawwad%20Mahmood%20Butt"> Fawwad Mahmood Butt </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Purpose: This study examines empirically the effect of brand satisfaction, brand trust and brand experience on brand loyalty which can be helpful to retain and increase customer base and satisfying customer needs as well. Methodology: Data has been collected on convenient sampling method and cause and effect among variables has been measured by applying regression analysis technique. Findings: Finding of this study have supported the proposed hypotheses and results show that brand loyalty is significantly explained by brand satisfaction, brand trust and brand experience. Practical Implications: The outcome of this study provides a useful framework and importance of brand loyalty culture in Pakistan. Marketers can be benefited trough the findings of this study. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20experience" title="brand experience">brand experience</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20satisfaction" title=" brand satisfaction"> brand satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title=" brand trust"> brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=hair-care%20products" title=" hair-care products"> hair-care products</a> </p> <a href="https://publications.waset.org/abstracts/45123/measuring-the-impact-of-brand-satisfaction-brand-trust-and-brand-experience-on-brand-loyalty-an-empirical-study-on-the-skincare-products-in-pakistan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/45123.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">328</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1187</span> Relationship Quality, Value Creation Practices and Brand Loyalty in Virtual Communities: Evidence from Facebook Communities</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Zoya%20Khan">Zoya Khan</a>, <a href="https://publications.waset.org/abstracts/search?q=Amina%20Muzaffar"> Amina Muzaffar </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media based brand communities are communities that are developed around a brand. In the highly globalized world of today, Facebook is undoubtedly being regarded and has been widely recognized as a trendy and well-accepted medium of marketing. By means of a Facebook fan page, organizations can effectually create, enhance, and sustain customer-brand relationship. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey was conducted and 201 valid responses were used for analysis. The results of structural equation modeling show that brand communities established on social media have positive effects on value creation practices. Brand use, impression management practices and brand identification has an impact on brand trust and this brand trust then further leads to brand loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=relationship%20quality" title="relationship quality">relationship quality</a>, <a href="https://publications.waset.org/abstracts/search?q=impression%20management%20practices" title=" impression management practices"> impression management practices</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20identification" title=" brand identification"> brand identification</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title=" brand trust"> brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a> </p> <a href="https://publications.waset.org/abstracts/15903/relationship-quality-value-creation-practices-and-brand-loyalty-in-virtual-communities-evidence-from-facebook-communities" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/15903.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">474</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1186</span> The Analysis of the Effect of Brand Image on Creating Brand Loyalty with the Structural Equation Model: A Research Study on the Sports Equipment Brand Users</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Murat%20Erdo%C4%9Fdu">Murat Erdoğdu</a>, <a href="https://publications.waset.org/abstracts/search?q=Murat%20Ko%C3%A7yi%C4%9Fit"> Murat Koçyiğit</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand image and brand loyalty are among the most important relational marketing elements for brand owners to be able to set up long – term relationships with their customers and to maintain these relationships. Brand owners improve their brand images with the positive perceptions remaining in the consumers’ minds. In addition, they try to find the customers that are both emotionally and behaviourally faithful to themselves in order to set up long – term relationships. Therefore, the aim of this study is to analyse the effects of the brand image that has a very important role among relational marketing elements on the brand loyalty in terms of the variables such as the perceived value, the trust in brand and the brand satisfaction. In this context, a conceptual model was created to determine the effect of the brand image on the brand loyalty thanks to the Structural Equation Model (SEM). According to this aim and this model, the study was carried out in the scope of the data collected through the questionnaires in Konya with the method of convenience sampling. The results of the research showed that the brand image has positive significant effects on the perceived value and the trust in brand and that the trust in brand has positive significant effects on the brand satisfaction, and that the brand satisfaction has positive significant effects on the brand loyalty. Thus, the hypotheses that the brand image has direct effects on the perceived value and the trust in brand and that the trust in brand has direct effects on the brand satisfaction and that the brand satisfaction has direct effects on the brand loyalty were supported. In addition, the findings about whether the perceived value has a significant effect on the brand satisfaction were also acquired. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title="brand image">brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20value" title=" perceived value"> perceived value</a>, <a href="https://publications.waset.org/abstracts/search?q=satisfaction" title=" satisfaction"> satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=trust" title=" trust"> trust</a> </p> <a href="https://publications.waset.org/abstracts/36443/the-analysis-of-the-effect-of-brand-image-on-creating-brand-loyalty-with-the-structural-equation-model-a-research-study-on-the-sports-equipment-brand-users" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/36443.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">440</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1185</span> Consumer Trust in User-Generated Brand Recommendations on Social Networking Sites</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Minimol%20M.%20C.">Minimol M. C.</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study provides insights into the consumer’s trust on user generated brand recommendations on social networking sites and also investigates the role of ad scepticism in generating consumer trust in user generated brand recommendations. The work contributes to a better understanding of trust development in the context of social networking sites. Specifically, the study reveals that not all dimensions of trustworthiness are equal. The individual user characteristics vary according to the person. The major finding of this study is that high degrees of trust toward user generated brand recommendations can be generated on the basis of high trust toward social networking sites and ad scepticism. Consumers trust the user generated brand recommendations based on the individual’s trust in the particular social networking platform and the level of their individual ad-scepticism. The study pinpoints that as consumers’ trust in user generated brand recommendations is affected by their trust in social networking sites, it is influenced by benevolence, integrity, the propensity to trust, and individual user characteristics to a great extent, and hence, it is imperative for brands should attempt to build on these factors so that they can engage consumers to generate user generated content on social media. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Consumer%20trust" title="Consumer trust">Consumer trust</a>, <a href="https://publications.waset.org/abstracts/search?q=user-generated%20brand%20recommendations" title=" user-generated brand recommendations"> user-generated brand recommendations</a>, <a href="https://publications.waset.org/abstracts/search?q=ad%20scepticism" title=" ad scepticism"> ad scepticism</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20networking%20sites" title=" social networking sites"> social networking sites</a> </p> <a href="https://publications.waset.org/abstracts/153453/consumer-trust-in-user-generated-brand-recommendations-on-social-networking-sites" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/153453.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">101</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1184</span> Digital Nudge, Social Proof Nudge and Trust on Brand loyalty</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mirza%20Amin%20Ul%20Haq">Mirza Amin Ul Haq</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Purpose – the purpose of conducting this research is to check the impact of nudges constructs, whether they create an encouragement factor with consumer brand loyalty and relating of word-of-mouth power have some kind of effect with all independent variables. Desin/Methodology/Approach – this study adopted the four constructs (i.e., Digital Nudge, Social Proof Nudge, Trust, and the mediator Word of Mouth) and explore its effect and connection with Brand Loyalty. A total of 390 respondents were selected for self-administrated questionnaire to obtain the finding of the research. Findings – the impact and cause between the constructs were done through structural equation modeling. The findings show a positive impact of social proof nudge and word of mouth whereas, digital nudge and trust have the weaker influence on the consumer choices when talk about brand loyalty. Originality/Value – Further implication for research and its marketing strategies in the field of clothing industry creating brand loyalty with customer. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=nudge" title="nudge">nudge</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20nudge" title=" digital nudge"> digital nudge</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20proof" title=" social proof"> social proof</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20buying" title=" online buying"> online buying</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=trust" title=" trust"> trust</a>, <a href="https://publications.waset.org/abstracts/search?q=word%20of%20mouth" title=" word of mouth"> word of mouth</a> </p> <a href="https://publications.waset.org/abstracts/146482/digital-nudge-social-proof-nudge-and-trust-on-brand-loyalty" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/146482.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">111</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1183</span> Firm-Created Social Media Communication and Consumer Brand Perceptions</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Rabail%20Khalid">Rabail Khalid</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media has changed the business communication strategies in the corporate world. Firms are using social media to reach their maximum stakeholders in minimum time at different social media forums. The current study examines the role of firm-created social media communication on consumer brand perceptions and their loyalty to brand. An online survey is conducted through social media forums including Facebook and Twitter to collect data regarding social media communication of a well-reputed clothing company’s brand in Pakistan. A link is sent to 900 customers of that company. Out of 900 questionnaires, 534 were received. So, the response rate is 59.33%. During data screening and entry, 13 questionnaires are rejected due to incomplete answer. Therefore, 521 questionnaires are completed in all respect and seem to be helpful for the study. So, the positive response rate is 57.89%. The empirical results report positive and significant influence of company-generated social media communication on brand trust, brand equity, and brand loyalty. The findings of this study provide important information to the marketing professionals and brand managers to understand consumer behavior through social media communication. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=firm-created%20social%20media%20communication" title="firm-created social media communication">firm-created social media communication</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title=" brand trust"> brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%0D%0Abehavior" title=" consumer behavior"> consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a> </p> <a href="https://publications.waset.org/abstracts/29106/firm-created-social-media-communication-and-consumer-brand-perceptions" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/29106.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">386</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1182</span> The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=S.%20R.%20Nikhashemi">S. R. Nikhashemi</a>, <a href="https://publications.waset.org/abstracts/search?q=Laily%20Haj%20Paim"> Laily Haj Paim</a>, <a href="https://publications.waset.org/abstracts/search?q=Ali%20Khatibi"> Ali Khatibi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Structural Equation Modeling (SEM) was used to test a hypothesized model explaining Malaysian hypermarket customers’ perceptions of brand trust (BT), customer perceived value (CPV) and perceived service quality (PSQ) on building their brand loyalty (CBL) and generating positive word-of-mouth communication (WOM). Self-administered questionnaires were used to collect data from 374 Malaysian hypermarket customers from Mydin, Tesco, Aeon Big and Giant in Kuala Lumpur, a metropolitan city of Malaysia. The data strongly supported the model exhibiting that BT, CPV and PSQ are prerequisite factors in building customer brand loyalty, while PSQ has the strongest effect on prediction of customer brand loyalty compared to other factors. Besides, the present study suggests the effect of the aforementioned factors via customer brand loyalty strongly contributes to generate positive word of mouth communication. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title="brand trust">brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20value" title=" perceived value"> perceived value</a>, <a href="https://publications.waset.org/abstracts/search?q=Perceived%20Service%20Quality" title=" Perceived Service Quality"> Perceived Service Quality</a>, <a href="https://publications.waset.org/abstracts/search?q=Brand%20loyalty" title=" Brand loyalty"> Brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=positive%20word%20of%20mouth%20communication" title=" positive word of mouth communication "> positive word of mouth communication </a> </p> <a href="https://publications.waset.org/abstracts/21668/the-role-of-brand-loyalty-in-generating-positive-word-of-mouth-among-malaysian-hypermarket-customers" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/21668.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">482</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1181</span> Anthropomorphic Brand Mascot Serve as the Vehicle: To Quickly Remind Customers Who You Are and What You Stand for in Indian Cultural Context</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Preeti%20Yadav">Preeti Yadav</a>, <a href="https://publications.waset.org/abstracts/search?q=Dandeswar%20Bisoyi"> Dandeswar Bisoyi</a>, <a href="https://publications.waset.org/abstracts/search?q=Debkumar%20Chakrabati"> Debkumar Chakrabati </a> </p> <p class="card-text"><strong>Abstract:</strong></p> For many years organization have been exercising a creative technique of applying brand mascots, which results in making a visual ‘ambassador’ of a brand. The goal of mascot’s is just not confined to strengthening the brand identity, improving customer perception, but also acting as a vehicle of anthropomorphic translation towards the consumer. Such that it helps in embracing the power of recognition and processing the experiences happening in our daily lives. The study examines the relationship between the specific mascot features and brand attitude. It eliminates that mascot trust is an important mediator of the mascot features on brand attitude. Anthropomorphic characters turn out to be the key players despite the application of brand mascots in today’s marketing. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=mascot" title=" mascot"> mascot</a>, <a href="https://publications.waset.org/abstracts/search?q=branding" title=" branding"> branding</a>, <a href="https://publications.waset.org/abstracts/search?q=recall" title=" recall"> recall</a> </p> <a href="https://publications.waset.org/abstracts/18979/anthropomorphic-brand-mascot-serve-as-the-vehicle-to-quickly-remind-customers-who-you-are-and-what-you-stand-for-in-indian-cultural-context" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/18979.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">334</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1180</span> An Empirical Study of the Moderation Effects of Commitment, Trust, and Relationship Value in the Relation of Goods and Services Related to Business to Business Brand Images on Customer Loyalty</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jorge%20Luis%20Morales%20Romero">Jorge Luis Morales Romero</a>, <a href="https://publications.waset.org/abstracts/search?q=Enrique%20Murillo%20Oth%C3%B3n"> Enrique Murillo Othón</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Business to business (B2B) relationships generally go beyond a purely profit-based result, with firms seeking to maintain a relationship for many years because a breakup or getting a new supplier can be very costly. Therefore, identifying the factors which determine a successful relationship in the long term is of great interest to companies. That is why their reputation and the brand image that customers have of them are among the main factors that can achieve a successful relationship; Because of the positive effect which is driven by the client’s loyalty. Additionally, the perception that a customer may have about a brand is different when it is related to goods or to services. Thereby, they create in their minds their own brand image of it based on the past experiences they have had; Thus, a positive relationship is established between goods-related brand image, service-related brand image, and customer loyalty. The present investigation examines the boundary conditions of said relationship by testing the moderating effects of trust, commitment, and relationship value in a B2B environment. All the variables were tested independently as moderators for service-related brand image/loyalty and for goods-related brand image/loyalty, as they are assumed to be separate variables. Survey data was collected through interviews with customers that have both a product-buying relationship and a service relationship with a global B2B brand of healthcare equipment operating in the Mexican healthcare market. Interviewed respondents were either the user or the purchasing manager and/or the responsible for the equipment maintenance for the customer organization. Hence, they were appropriate informants regarding the B2B relationship with this healthcare brand. The moderation models were estimated using the PROCESS macro for the Statistical Package for the Social Sciences Software (SPSS). Results show statistical evidence that both Relationship Value and Trust are significant moderators for the service-related brand image/loyalty relation but not significant for the goods-related brand/loyalty relation. On the other hand, Commitment results in a significant moderator for the goods-related brand/loyalty relation but is not significant for the service-related brand image/loyalty relation. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=commitment" title="commitment">commitment</a>, <a href="https://publications.waset.org/abstracts/search?q=trust" title=" trust"> trust</a>, <a href="https://publications.waset.org/abstracts/search?q=relationship%20value" title=" relationship value"> relationship value</a>, <a href="https://publications.waset.org/abstracts/search?q=loyalty" title=" loyalty"> loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=B2B" title=" B2B"> B2B</a>, <a href="https://publications.waset.org/abstracts/search?q=moderator" title=" moderator"> moderator</a> </p> <a href="https://publications.waset.org/abstracts/162723/an-empirical-study-of-the-moderation-effects-of-commitment-trust-and-relationship-value-in-the-relation-of-goods-and-services-related-to-business-to-business-brand-images-on-customer-loyalty" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/162723.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">93</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1179</span> Social Media Marketing in Indonesian Social Enterprise: The Effect of Members' Level of Participation on Brand Trust and Brand Commitment</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Irsanti%20Hasyim">Irsanti Hasyim</a>, <a href="https://publications.waset.org/abstracts/search?q=Christian%20Wibisono"> Christian Wibisono</a>, <a href="https://publications.waset.org/abstracts/search?q=Angela%20Teressia"> Angela Teressia</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social enterprises, as one of the way of doing business are on the rise and emerging from the innovations of decades of social initiatives. In simple way, social enterprises use the business platform to achieve social and/or environmental objectives whilst simultaneously seeking a financial return. In Indonesia, the number of social enterprises rapidly grows and most of them were using social media as their business platform. Social Media are perceived as tools for creating online communities of users who share interests, activities, and objectives. Many companies view the use of online communities in social media as a profitable marketing tool from which they can derive several benefits. Through social media, consumers share experiences with and suggest ideas to others while developing new relationships within their communities. Therefore, this study intends to identify the benefits that participants in online communities seek and examine the relationships between members’ levels of participation, brand trust, and brand commitment. Using convenience sampling method, 236 fully answered questioner was collected and used as a sample of this research. The sample of this research consisted of member or follower in several social media from selected social enterprise in Indonesia. Data collected in this research were process by using Partial Least Square and came up with the result that functional benefit and monetary benefit, are only two from five benefits that proposed were the only variable that has significant result even though from APC, ARS and AARS outcomes show that the model can be claimed to be significant. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title="brand trust">brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20commitment" title=" brand commitment"> brand commitment</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20enterprise" title=" social enterprise"> social enterprise</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a> </p> <a href="https://publications.waset.org/abstracts/68505/social-media-marketing-in-indonesian-social-enterprise-the-effect-of-members-level-of-participation-on-brand-trust-and-brand-commitment" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/68505.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">235</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1178</span> Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: Pakistani Fashion Brands </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Amna%20Asif">Amna Asif</a>, <a href="https://publications.waset.org/abstracts/search?q=Rabia%20Naseem"> Rabia Naseem</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In the domain of consumer-brand relationship, love for a fashion brand is a dominant idea. Brand executives incline to build more endearing brands, for example, Levi’s “Quality never goes out of style”. Though, the significance of this notion is not often debated in the literature of marketing. Moreover, the effect of brand image and personality on brand love has not been examined in any quantitative study in Pakistan. The current research aims to fill this study gap by evolving a causal framework integrating word-of-mouth, brand love, image, and personality to examine the relationships among them. Data was gathered through questionnaires survey, and it was filled by 409 university students. AMOS 20 was used to draw a path analysis and test the hypotheses. Results discovered that brand personality and brand image leads to brand love that ultimately impacts word-of-mouth. Results give thorough suggestions on which future research can be constructed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20love" title="brand love">brand love</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20personality" title=" brand personality"> brand personality</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=fashion%20brands" title=" fashion brands"> fashion brands</a>, <a href="https://publications.waset.org/abstracts/search?q=word-of-mouth" title=" word-of-mouth"> word-of-mouth</a> </p> <a href="https://publications.waset.org/abstracts/64312/impact-of-brand-image-brand-personality-and-brand-love-on-word-of-mouth-pakistani-fashion-brands" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/64312.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">312</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1177</span> The Role of Brand Authenticity in Egyptian Destination Marketing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hala%20Hilaly">Hala Hilaly</a>, <a href="https://publications.waset.org/abstracts/search?q=Nermin%20Morsy"> Nermin Morsy</a>, <a href="https://publications.waset.org/abstracts/search?q=Jala%20Morsy%20Ibrahim"> Jala Morsy Ibrahim</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand authenticity has a significant impact on brand trust and can help grow within the markets. Consumers have become more concerned with the 'authenticity' due to the doubt of credibility of the value of mass production. This is why people prefer authentic products, which making authenticity a cornerstone of contemporary marketing and a major factor for brand success. Therefore, it is important to embrace a culture that encourages and promotes authentic values. Hence, the purpose of the research is to investigate the impact of using local products as an authentic brand on promoting Egyptian tourist destination and explore the effect of Globalized authenticity on the local product in Egypt. Results confirmed that local products provide an excellent opportunity to worldwide advertising with positive impact on promoting Egypt as tourist destination. However, number of problems are facing local products in Egypt such as imported 'Made in China' products as well as other obstacles. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=authentic%20brand" title="authentic brand">authentic brand</a>, <a href="https://publications.waset.org/abstracts/search?q=contemporary%20marketing" title=" contemporary marketing"> contemporary marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=destination%20marketing" title=" destination marketing"> destination marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=local%20products" title=" local products"> local products</a> </p> <a href="https://publications.waset.org/abstracts/100891/the-role-of-brand-authenticity-in-egyptian-destination-marketing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/100891.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">283</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1176</span> An Intellectual Capital as a Driver for Branding</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Shyam%20Shukla">Shyam Shukla</a> </p> <p class="card-text"><strong>Abstract:</strong></p> A brand is the identity of a specific product, service or business. A brand can take many forms, including a name, sign, symbol, color, combination or slogan. The word brand began simply as a way to tell one person's identity from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. A concept brand is a brand that is associated with an abstract concept, like AIDS awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity1. In this paper, it is tried to explore the significance of an intellectual capital for the branding of an Institution. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand" title="brand">brand</a>, <a href="https://publications.waset.org/abstracts/search?q=commodity" title=" commodity"> commodity</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer" title=" consumer"> consumer</a>, <a href="https://publications.waset.org/abstracts/search?q=cultural%20values" title=" cultural values"> cultural values</a>, <a href="https://publications.waset.org/abstracts/search?q=intellectual%20capital" title=" intellectual capital"> intellectual capital</a>, <a href="https://publications.waset.org/abstracts/search?q=zonal%20cluster" title=" zonal cluster"> zonal cluster</a> </p> <a href="https://publications.waset.org/abstracts/26784/an-intellectual-capital-as-a-driver-for-branding" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/26784.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">467</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1175</span> The Relationship of Brand Value and Perceived Brand Quality in the Television Business: A Case Study of Television Viewers in Bangkok</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Natnicha%20Hasoontree">Natnicha Hasoontree</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this paper was to study the relationship between brand value and perceived brand quality of television viewers in Bangkok towards the television business in Thailand. The population included television viewers in Bangkok, Thailand. A probability sampling technique was performed to get a sample group that included 500 respondents. Taro Yamane technique was utilized to get a proper sample size. A five Likert scale questionnaire was designed specifically to investigate brand value and perceived brand quality from the perspectives of television viewers in Bangkok. The findings implied that consumers in Bangkok attached a high importance towards the brand equity of television companies that comprised brand ability, brand reputation, brand credibility, and business ethics. Perceived brand quality received high rank in all aspects. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20value" title="brand value">brand value</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20brand%20quality" title=" perceived brand quality"> perceived brand quality</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20business" title=" television business"> television business</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20viewers" title=" television viewers"> television viewers</a> </p> <a href="https://publications.waset.org/abstracts/14374/the-relationship-of-brand-value-and-perceived-brand-quality-in-the-television-business-a-case-study-of-television-viewers-in-bangkok" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/14374.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">437</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1174</span> The Relationship of Television Viewers with Brand Awareness and Brand Loyalty: A Case Study of Bangkok, Thailand </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Natnicha%20Hasoontree">Natnicha Hasoontree</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purposes of this research was to study the relationship of television viewers with brand awareness and brand loyalty from the perspective of customers in Bangkok. A probability random sampling of 482 television viewers was utilized. A Likert-five-scale questionnaire was designed to collect the data and small in-depth interviews were also used to obtain their opinions. The findings revealed that the majority of respondents reported a positive relationship between time of viewing television and brand awareness and brand loyalty. The more they watched the advertisement of a particular brand, the more positive the information was perceived and thereby increasing brand loyalty. Finally, the findings from the in-depth interviews with small group of television producers revealed that they are convinced that advertising exposure had a positive impact on brand awareness and brand loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20viewers" title=" television viewers"> television viewers</a>, <a href="https://publications.waset.org/abstracts/search?q=advertisement" title=" advertisement"> advertisement</a> </p> <a href="https://publications.waset.org/abstracts/9836/the-relationship-of-television-viewers-with-brand-awareness-and-brand-loyalty-a-case-study-of-bangkok-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/9836.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">312</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1173</span> The Relationship between Brand Recall and Brand Attitude in Advergame</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Azaze-Azizi%20Abdul%20Adis">Azaze-Azizi Abdul Adis</a>, <a href="https://publications.waset.org/abstracts/search?q=Hyung%20Jun%20Kim"> Hyung Jun Kim</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohamad%20Rizwan%20Abdul%20Majid"> Mohamad Rizwan Abdul Majid</a>, <a href="https://publications.waset.org/abstracts/search?q=Zaiton%20Osman"> Zaiton Osman</a>, <a href="https://publications.waset.org/abstracts/search?q=Izyanti%20Awang%20Razli"> Izyanti Awang Razli</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The increase of online advertising, specifically advergame has become a popular method of strengthening consumer brand recognition by inserting attractive characters and enhancing entertainment value. There have been several remarkable studies on spokes-characters in advertising effectiveness. However, few studies have examined the link between character presence and consumers' brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. An online survey was conducted with 366 Malaysian gamers. Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=character%20presence" title="character presence">character presence</a>, <a href="https://publications.waset.org/abstracts/search?q=entertainment" title=" entertainment"> entertainment</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recall" title=" brand recall"> brand recall</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20attitude" title=" brand attitude"> brand attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=advergame" title=" advergame"> advergame</a> </p> <a href="https://publications.waset.org/abstracts/20513/the-relationship-between-brand-recall-and-brand-attitude-in-advergame" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/20513.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">536</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1172</span> The Impact of Brand Loyalty on Product Performance</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Tanzeel%20bin%20Abdul%20Rauf%20Patker">Tanzeel bin Abdul Rauf Patker</a>, <a href="https://publications.waset.org/abstracts/search?q=Saba%20Mateen"> Saba Mateen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research investigates the impact of Brand Loyalty on the product performance and the factors those are considered more important in brand reputation. Variables selected for this research are Brand quality, Brand Equity, Brand Reputation to explore the impact of these variables on Product performance. For this purpose, primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the shopping malls. For this research study, a sample size of 250 respondents has been taken into consideration. Customers from the shopping malls and university students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling technique for conducting the research survey. According to the results obtained from the collected data, it is interpreted that product performance shares a direct relationship with brand quality, brand quality, and brand reputation. Result also showed that brand quality and brand equity has a significant effect on product performance, whereas brand reputation has an insignificant effect on product performance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=product%20performance" title="product performance">product performance</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20quality" title=" brand quality"> brand quality</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20reputation" title=" brand reputation"> brand reputation</a> </p> <a href="https://publications.waset.org/abstracts/48251/the-impact-of-brand-loyalty-on-product-performance" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/48251.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">314</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1171</span> Impact of Brand Origin on Brand Loyalty: A Case of Personal Care Products in Pakistan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Aimen%20Batool%20Bint-E-Rashid">Aimen Batool Bint-E-Rashid</a>, <a href="https://publications.waset.org/abstracts/search?q=Syed%20Muhammad%20Dawood%20Ali%20Shah"> Syed Muhammad Dawood Ali Shah</a>, <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Usman%20Farooq"> Muhammad Usman Farooq</a>, <a href="https://publications.waset.org/abstracts/search?q=Mahgul%20Anwar"> Mahgul Anwar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> As the world is progressing, the needs and demands of the consumer market are also changing. Nowadays the trends of consumer purchase decisions are dependent upon multiple factors. This study aims to identify the influential impact of country of origin over the perception and devotion towards daily personal care products specifically in reference to the knowledge and awareness regarding that particular brand in Pakistan. To corroborate this study, a 30-item brand origin questionnaire has been used with 300 purchase decision makers belonging to different age groups. To illustrate this study, a model has been developed based on brand origin, brand awareness and brand loyalty. Correlation and regression analysis have been used to find out the results which conclude the findings on the perspective of Pakistan’s consumer market as that brand origin has a direct relationship with brand loyalty provided that the consumer has a positive brand awareness. Support for the fact that brand origin impacts brand loyalty through brand awareness has been presented in this study. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20origin" title=" brand origin"> brand origin</a>, <a href="https://publications.waset.org/abstracts/search?q=personal%20care%20products" title=" personal care products"> personal care products</a>, <a href="https://publications.waset.org/abstracts/search?q=P%26G" title=" P&G"> P&G</a>, <a href="https://publications.waset.org/abstracts/search?q=Unilever" title=" Unilever"> Unilever</a> </p> <a href="https://publications.waset.org/abstracts/96609/impact-of-brand-origin-on-brand-loyalty-a-case-of-personal-care-products-in-pakistan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/96609.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">241</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1170</span> A Critical Knowledge of Brand Equity in Thai Academic Works</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pongsiri%20Kamkankaew">Pongsiri Kamkankaew</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper experiments to consider brand equity thought in Thai academic works. This essay employs that the first emerging of brand equity in Thai academic works and the components of brand equity which explore the extent to the convoluted approach with other Thai social condition. In Thailand, brand equity is supposed to provide branding and brand management replacement. However, the commitment of brand equity imposes in its proposal for seemly application in Thai context – to develop the brand equity framework by the Thai social – culture and Thai utilization style which it is questionable whether the brand equity in western conception is useful for characterizing the brand equity in Thailand context. In this position, brand equity also aspects several major questions: How can western conception lead to apply in Thai business? How can diversification be given within Thai SMEs business running? Can corporate brand valuation approach adopt in real business doing? So this paper argues that Thai brand equity notion should reduce disturb over improvement of its self-restraint and business area. Instead, Thai academic who are interested in brand equity can harmonize different mature bodies of discipline and other investigative a frame of references to complete and open the recognizing of brand equity. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Thai%20brand%20equity" title="Thai brand equity">Thai brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=knowledge%20critical" title=" knowledge critical"> knowledge critical</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20management" title=" brand management"> brand management</a>, <a href="https://publications.waset.org/abstracts/search?q=branding" title=" branding"> branding</a> </p> <a href="https://publications.waset.org/abstracts/55534/a-critical-knowledge-of-brand-equity-in-thai-academic-works" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55534.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">324</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1169</span> Brand Extension and Customer WOM: Evidence from the Sports Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jim%20Shih-Chiao%20Chin">Jim Shih-Chiao Chin</a>, <a href="https://publications.waset.org/abstracts/search?q=Yu%20Ting%20Yeh"> Yu Ting Yeh</a>, <a href="https://publications.waset.org/abstracts/search?q=Shui%20Lien%20Chen"> Shui Lien Chen</a>, <a href="https://publications.waset.org/abstracts/search?q=Yi-Fen%20Tsai"> Yi-Fen Tsai </a> </p> <p class="card-text"><strong>Abstract:</strong></p> his study is taking Adidas Company as the object, explored the brand awareness directly or indirectly affects brand affect and word of mouth. First, explored the brand awareness on category fit and image fit, and examined the influence of category fit and image fit on extension attitude. This study then designates the effect of extension attitude on brand affect and word-of-mouth. The relationship of brand awareness on brand affect and word-of-mouth was also explored. The study participants are people who have purchased Adidas extension products. A total of 700 valid questionnaires were collected and statistical software AMOS 20.0 was used to examine the research hypotheses by using structural equation modeling (SEM). Finally, theoretical implications and research directions are provided for future studies. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20extension" title="brand extension">brand extension</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title=" brand awareness"> brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20category%20fit" title=" product category fit"> product category fit</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image%20fit" title=" brand image fit"> brand image fit</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20affect" title=" brand affect"> brand affect</a>, <a href="https://publications.waset.org/abstracts/search?q=word-of-mouth%20%28WOM%29" title=" word-of-mouth (WOM)"> word-of-mouth (WOM)</a> </p> <a href="https://publications.waset.org/abstracts/29297/brand-extension-and-customer-wom-evidence-from-the-sports-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/29297.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">332</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1168</span> Brand Management Model in Professional Football League</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vajiheh%20Javani">Vajiheh Javani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study aims to examine brand image in Iran's professional Football League (2014-2015). The study was descriptive survey one. A sample of Iranian professional football league fans (N=911) responded four items questionnaire. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to results, brand image plays a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. Moreover due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20management" title="brand management">brand management</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20industry" title=" sport industry"> sport industry</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=fans" title=" fans"> fans</a> </p> <a href="https://publications.waset.org/abstracts/49212/brand-management-model-in-professional-football-league" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/49212.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">334</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1167</span> Applying Transformative Service Design to Develop Brand Community Service in Women, Children and Infants Retailing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Shian%20Wan">Shian Wan</a>, <a href="https://publications.waset.org/abstracts/search?q=Yi-Chang%20Wang"> Yi-Chang Wang</a>, <a href="https://publications.waset.org/abstracts/search?q=Yu-Chien%20Lin"> Yu-Chien Lin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research discussed the various theories of service design, the importance of service design methodology, and the development of transformative service design framework. In this study, transformative service design is applied while building a new brand community service for women, children and infants retailing business. The goal is to enhance the brand recognition and customer loyalty, effectively increase the brand community engagement by embedding the brand community in social network and ultimately, strengthen the impact and the value of the company brand. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=service%20design" title="service design">service design</a>, <a href="https://publications.waset.org/abstracts/search?q=transformative%20service%20design" title=" transformative service design"> transformative service design</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20community" title=" brand community"> brand community</a>, <a href="https://publications.waset.org/abstracts/search?q=innovation" title=" innovation"> innovation</a> </p> <a href="https://publications.waset.org/abstracts/49088/applying-transformative-service-design-to-develop-brand-community-service-in-women-children-and-infants-retailing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/49088.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">497</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1166</span> The Effect of Brand Mascots on Consumers' Purchasing Behaviors</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Isari%20Pairoa">Isari Pairoa</a>, <a href="https://publications.waset.org/abstracts/search?q=Proud%20Arunrangsiwed"> Proud Arunrangsiwed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20mascot" title="brand mascot">brand mascot</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%E2%80%99%20behavior" title=" consumers’ behavior"> consumers’ behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication" title=" marketing communication"> marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=purchasing" title=" purchasing"> purchasing</a> </p> <a href="https://publications.waset.org/abstracts/44798/the-effect-of-brand-mascots-on-consumers-purchasing-behaviors" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44798.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">260</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1165</span> Employee Branding: An Exploratory Study Applied to Nurses in an Organization</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pawan%20Hinge">Pawan Hinge</a>, <a href="https://publications.waset.org/abstracts/search?q=Priya%20Gupta"> Priya Gupta</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Due to cutting edge competitions between organizations and war for talent, the workforce as an asset is gaining significance. The employees are considered as the brand ambassadors of an organization, and their interactions with the clients and customers might impact directly or indirectly on the overall value of the organization. Especially, organizations in the healthcare industry the value of an organization in the perception of their employees can be one of the revenue generating and talent retention strategy. In such context, it is essential to understand that the brand awareness among employees can effect on employer brand image and brand value since the brand ambassadors are the interface between organization and customers and clients. In this exploratory study, we have adopted both quantitative and qualitative approaches for data analysis. Our study shows existing variation among nurses working in different business units of the same organization in terms of their customer interface or interactions and brand awareness. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20value" title=" brand value"> brand value</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20interface" title=" customer interface"> customer interface</a> </p> <a href="https://publications.waset.org/abstracts/72160/employee-branding-an-exploratory-study-applied-to-nurses-in-an-organization" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/72160.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">285</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1164</span> Brand Placement Practices in the Movies and Their Importance on Brand Recall</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Elif%20Esiyok">Elif Esiyok</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand placement practices have become a popular advertising strategy, which is widely used in movies. Whether these brands are remembered by the audience after the film, or if they affect the purchasing preferences of the consumers has become one of the most important topics in the field of advertising. From this point, in this study, the "Devil Wears Prada" movie which includes high amount of brand placements is chosen. The movie watched to the undergraduate students in Turkey to measure the impact of brand placements on the attitudes of the consumers relating with a specific brand. In total 100 students were the subjects of this study. The participants were selected through using a simple random sampling method. The findings revealed that there is a significant difference between male and females in terms of brand recall. Female students were remembered the fashion brands more than the males, whereas males generally recalled the automotive brands and restaurant names. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20placement" title="brand placement">brand placement</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recall" title=" brand recall"> brand recall</a>, <a href="https://publications.waset.org/abstracts/search?q=advertising" title=" advertising"> advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=media" title=" media"> media</a> </p> <a href="https://publications.waset.org/abstracts/91904/brand-placement-practices-in-the-movies-and-their-importance-on-brand-recall" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/91904.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">164</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1163</span> Examining the Role of Brand Equity and Explore the Influence of Consumers' Brand Relationship Quality</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jim%20Shih-Chiao%20Chin">Jim Shih-Chiao Chin </a>, <a href="https://publications.waset.org/abstracts/search?q=Tsai%20Lin%20Hsu"> Tsai Lin Hsu</a>, <a href="https://publications.waset.org/abstracts/search?q=Shui%20Lien%20Chen"> Shui Lien Chen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This article extends the relation between company’s employee and customers in market. According to the previous researches, most researchers analyzed and focused on customers’ brand perception. In the recently, some scholars star to explore the brand management from company viewpoint. The aim of this study is to explore whether consumers perception would be affected by the firm brand. This research would like to examine the relationship between individual consumers and corporate brands in the business-to-consumers sector. First, the study develops a framework that the connection with consumer and company. Second, this article uses three dimensions, brand knowledge, brand commitment, and brand equity to measure employees’ loyalty of brand and applies brand relationship quality to gauge the level of brand’s importance in consumer’s mind. This paper uses SPSS 20.0 and AMOS 20.0 to test consumers’ minds toward the brand equity which the company provides. There are totally 862 valid questionnaires returned, and 431 participants are consumers; the other 431 participants are employees. Those questionnaires are one-by-one to consumer and employee so those are 431 pairs questionnaires. Based on 431 pairs of consumers and company’s employees, analyzed results show that brand knowledge and brand commitment play important roles influencing brand equity. The results also demonstrate the extra-role brand equity positively impact on the brand relationship quality of consumers. In addition, the findings reveal that the company can improve brand relationship quality of consumers by enhancing extra-role brand equity. There is a sufficient evidence denote that brand relationship quality not only shows about the brand of customers’ thought but also implies company how to build the brand to impress on consumers. These findings provide the degree of the brand in consumers’ cognition. The brand-owner employee can reference the conclusion to creative new strategic to the next time or can be one of the company’s competitive advantages. Those results and conclusions are contributed to management practice and future. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20knowledge" title="brand knowledge">brand knowledge</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20commitment" title=" brand commitment"> brand commitment</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20relationship%20quality" title=" brand relationship quality"> brand relationship quality</a> </p> <a href="https://publications.waset.org/abstracts/25446/examining-the-role-of-brand-equity-and-explore-the-influence-of-consumers-brand-relationship-quality" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/25446.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">445</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1162</span> The Antecedents of Brand Loyalty on Female Cosmetics Buying Behavior</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Velly%20Anatasia">Velly Anatasia</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The worldwide annual expenditure for cosmetics is estimated at U.S. $18 billion and many players in the field are competing aggressively to capture more and more markets. Players in the cosmetics industry strive to be the foremost by establish customer loyalty. Furthermore, customer loyalty is portrayed by brand loyalty. Therefore, brand loyalty is the key determine of winning the competition in tight market. This study examines the influence of brand loyalty on cosmetics buying behavior of female consumers in Jakarta as capital of Indonesia. The seven factors of brand loyalty are brand name, Product quality, price, design, promotion, servicesquality and store environment. The paper adopted descriptive analysis, factor loading and multiple regression approach to test the hypotheses. The data has been collected by using questionnaires which were distributed and self-administered to 125female respondents accustomed using cosmetics. The findings of this study indicated that promotion has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, services quality and store environment) with cosmetics brand loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title="brand loyalty">brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20name" title=" brand name"> brand name</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20quality" title=" product quality"> product quality</a>, <a href="https://publications.waset.org/abstracts/search?q=service%20quality" title=" service quality"> service quality</a>, <a href="https://publications.waset.org/abstracts/search?q=promotion" title=" promotion"> promotion</a> </p> <a href="https://publications.waset.org/abstracts/26594/the-antecedents-of-brand-loyalty-on-female-cosmetics-buying-behavior" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/26594.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">403</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1161</span> The Brand Value of Cosmetics in the View of Customers in Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mananya%20Meenakorn">Mananya Meenakorn</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this research is to study the relationship customer perception and brand value of cosmetics in the view of customers in Thailand. The research is quantitative research using the survey method by questionnaire. Data were collected from female cosmetics consumer that residents in Bangkok, aged between 25-55 years. Researchers have determined the size of the sample by using Taro Yamane technic a total of 400 people. The study found the Shiseido cosmetics brand image always come with the new products innovation is in the height level. The average was 3.812, second is Shiseido brand has used innovation to produce the product for 3.792. And brand Shiseido looks luxury with an average of 3.707 respectively. In additional in terms of Lancôme cosmetic brand found the brand image is luxury at the height levels for 4.170 average. The seductive glamor is considered in the moderate with an average of 3.822 respectively. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title="brand image">brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=international%20fashion%20dress" title=" international fashion dress"> international fashion dress</a>, <a href="https://publications.waset.org/abstracts/search?q=values" title=" values"> values</a>, <a href="https://publications.waset.org/abstracts/search?q=working%20women" title=" working women"> working women</a> </p> <a href="https://publications.waset.org/abstracts/55279/the-brand-value-of-cosmetics-in-the-view-of-customers-in-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55279.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">220</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1160</span> The Decision to Remit is a Matter of Interpersonal Trust</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kamal%20Kasmaoui">Kamal Kasmaoui</a>, <a href="https://publications.waset.org/abstracts/search?q=Farid%20Makhlouf"> Farid Makhlouf</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This article seeks to assess the role of the level of interpersonal trust in a country in the remittance landscape. Using historical data from the 2010-2014 wave of the World Value Survey (WVS) for interpersonal trust, our findings underline the substitution role played by the interpersonal trust with remittances. More accurately, remittances tend to drop when the rate of interpersonal trust in the country of origin is high. Overall, a rise in trust is likely to underpin social cohesion, limiting, therefore, the need for remittances. These results are still fairly solid and unambiguous after controlling for confounding factors and possible reverse causality. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=interpersonal%20trust" title="interpersonal trust">interpersonal trust</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20capital" title=" social capital"> social capital</a>, <a href="https://publications.waset.org/abstracts/search?q=remittances" title=" remittances"> remittances</a>, <a href="https://publications.waset.org/abstracts/search?q=2SLS" title=" 2SLS"> 2SLS</a> </p> <a href="https://publications.waset.org/abstracts/162835/the-decision-to-remit-is-a-matter-of-interpersonal-trust" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/162835.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">174</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1159</span> The Impact of Brand-Related User-Generated Content on Brand Positioning: A Study on Private Higher Education Institutes in Vietnam</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Charitha%20Harshani%20Perera">Charitha Harshani Perera</a>, <a href="https://publications.waset.org/abstracts/search?q=Rajkishore%20%20Nayak"> Rajkishore Nayak</a>, <a href="https://publications.waset.org/abstracts/search?q=Long%20Thang%20Van%20Nguyen"> Long Thang Van Nguyen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> With the advent of social media, Vietnam has changed the way customers perceive the information about the brand. In the context of higher education, the adoption of social media has received attention with the increasing rate of social media usage among undergraduates. Brand-related user-generated content (UGC) on social media emphasizes the social ties between users and users’ participation, which promotes the communication to build and maintain the relationship with the brands. Although brand positioning offers a significant competitive advantage, the association with brand-related user-generated content in social media with brand positioning in the context of higher education is still an under-researched area. Accordingly, using social identity theory and social exchange theory, this research aims to deepen our understanding of the influence of brand-related user-generated content on brand positioning and purchase intention. Employing a quantitative survey design,384 Vietnamese undergraduates were selected based on purposive sampling. The findings suggest that brand-related user-generated content influence brand positioning and brand choice intention. However, there is a significant mediating effect of the reliability and understandability of the content. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20positioning" title="brand positioning">brand positioning</a>, <a href="https://publications.waset.org/abstracts/search?q=brand-related%20user-generated%20content" title=" brand-related user-generated content"> brand-related user-generated content</a>, <a href="https://publications.waset.org/abstracts/search?q=emerging%20countries" title=" emerging countries"> emerging countries</a>, <a href="https://publications.waset.org/abstracts/search?q=higher%20education" title=" higher education "> higher education </a> </p> <a href="https://publications.waset.org/abstracts/113688/the-impact-of-brand-related-user-generated-content-on-brand-positioning-a-study-on-private-higher-education-institutes-in-vietnam" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/113688.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">177</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20trust&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20trust&page=3">3</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20trust&page=4">4</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20trust&page=5">5</a></li> <li class="page-item"><a class="page-link" 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