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loyalty</title> <meta name="description" content="Search results for: brand loyalty"> <meta name="keywords" content="brand loyalty"> <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 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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 loyalty"> <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> 627</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: brand loyalty</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">447</span> Improving Customer Service through Empathy</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Abiola%20Olukemi%20Ogunyemi">Abiola Olukemi Ogunyemi </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Many organizations would like to gain customer loyalty, and to achieve this they invest in customer management systems which help them to learn and anticipate the customers’ needs, get feedback from them and serve them. One of the most elementary ways to achieve customer loyalty is for employees to be able to empathize with their customers, and to be able to feel what they feel when the company betrays their trust, which usually otherwise shown in patronage and loyalty. Unfortunately, the staff and management of organizations do not always realize the negative impact of treating customers badly, because they do not stop to think how these customers feel. If they did, they would be more careful and more respectful of these people who are human beings just like they are. They would be wiser, since this would ultimately make them more profitable businesses. This paper looks at thirteen descriptions of situations in which customers felt treated badly by organizations they trusted, and focuses on the feelings of these customers. If the organization (made of people) could empathize with the customer, then customer service would be surely enhanced. It is expected that these stories, real experiences narrated by young professionals working in Nigeria, can awaken greater empathy for consumers within organizations. Thus, they may help the organization to learn empathy and to incorporate it into their foundational principles for ethical behavior. The paper’s contents contribute to a heightened appreciation of empathy as an organizing mechanism by showing how putting one in the consumer’s shoes can help managers to understand how he or she feels. This will lead organizations to be even more innovative in finding ways to meet their customers’ needs and to deserve and win their loyalty. It addresses an issue that cuts across cultures, and therefore can be quite thought-provoking for every business owner or for team leads within organizations. By trying to stimulate empathy across the seller-buyer divide, it necessarily contributes to a deeper understanding of empathy as a building block for a sustainable society. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=customer%20service" title="customer service">customer service</a>, <a href="https://publications.waset.org/abstracts/search?q=empathy" title=" empathy"> empathy</a>, <a href="https://publications.waset.org/abstracts/search?q=ethical%20behavior" title=" ethical behavior"> ethical behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=respectfulness" title=" respectfulness"> respectfulness</a> </p> <a href="https://publications.waset.org/abstracts/5702/improving-customer-service-through-empathy" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/5702.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">259</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">446</span> Exploring Digital Media’s Impact on Sports Sponsorship: A Global Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sylvia%20Chan-Olmsted">Sylvia Chan-Olmsted</a>, <a href="https://publications.waset.org/abstracts/search?q=Lisa-Charlotte%20Wolter"> Lisa-Charlotte Wolter</a> </p> <p class="card-text"><strong>Abstract:</strong></p> With the continuous proliferation of media platforms, there have been tremendous changes in media consumption behaviors. From the perspective of sports sponsorship, while there is now a multitude of platforms to create brand associations, the changing media landscape and shift of message control also mean that sports sponsors will have to take into account the nature of and consumer responses toward these emerging digital media to devise effective marketing strategies. Utilizing the personal interview methodology, this study is qualitative and exploratory in nature. A total of 18 experts from European and American academics, sports marketing industry, and sports leagues/teams were interviewed to address three main research questions: 1) What are the major changes in digital technologies that are relevant to sports sponsorship; 2) How have digital media influenced the channels and platforms of sports sponsorship; and 3) How have these technologies affected the goals, strategies, and measurement of sports sponsorship. The study found that sports sponsorship has moved from consumer engagement, engagement measurement, and consequences of engagement on brand behaviors to micro-targeting one on one, engagement by context, time, and space, and activation and leveraging based on tracking and databases. From the perspective of platforms and channels, the use of mobile devices is prominent during sports content consumption. Increasing multiscreen media consumption means that sports sponsors need to optimize their investment decisions in leagues, teams, or game-related content sources, as they need to go where the fans are most engaged in. The study observed an imbalanced strategic leveraging of technology and digital infrastructure. While sports leagues have had less emphasis on brand value management via technology, sports sponsors have been much more active in utilizing technologies like mobile/LBS tools, big data/user info, real-time marketing and programmatic, and social media activation. Regardless of the new media/platforms, the study found that integration and contextualization are the two essential means of improving sports sponsorship effectiveness through technology. That is, how sponsors effectively integrate social media/mobile/second screen into their existing legacy media sponsorship plan so technology works for the experience/message instead of distracting fans. Additionally, technological advancement and attention economy amplify the importance of consumer data gathering, but sports consumer data does not mean loyalty or engagement. This study also affirms the benefit of digital media as they offer viral and pre-event activations through storytelling way before the actual event, which is critical for leveraging brand association before and after. That is, sponsors now have multiple opportunities and platforms to tell stories about their brands for longer time period. In summary, digital media facilitate fan experience, access to the brand message, multiplatform/channel presentations, storytelling, and content sharing. Nevertheless, rather than focusing on technology and media, today’s sponsors need to define what they want to focus on in terms of content themes that connect with their brands and then identify the channels/platforms. The big challenge for sponsors is to play to the venues/media’s specificity and its fit with the target audience and not uniformly deliver the same message in the same format on different platforms/channels. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=digital%20media" title="digital media">digital media</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20media" title=" mobile media"> mobile media</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=technology" title=" technology"> technology</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20sponsorship" title=" sports sponsorship"> sports sponsorship</a> </p> <a href="https://publications.waset.org/abstracts/59382/exploring-digital-medias-impact-on-sports-sponsorship-a-global-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/59382.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">294</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">445</span> The Influences of Nurses’ Satisfaction on the Patient Satisfaction with and Loyalty to Korean University Hospitals</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sung%20Hee%20Ahn">Sung Hee Ahn</a>, <a href="https://publications.waset.org/abstracts/search?q=Ju%20Rang%20Han"> Ju Rang Han </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Background: With increasing importance in healthcare organization on patient satisfaction and nurses’ job satisfaction, many studies have been conducted. But no research has been administered how nurses’ satisfaction with healthcare organization influence patient satisfaction and loyalty. Purpose: This study aims to conceptualize nurses‘ satisfaction, patient satisfaction with and patient loyalty to hospitals using a hypothetical linear structural equation model, and to identify the significance of path coefficients and goodness of fit index of the structural equation model as well. Method: A total of 2,079 nurses and 6,776 patients recruited from 5 university hospitals in South Korea participated in this study. The data on nurses, including ward nurses and outpatient nurses, were collected from June 24th to July 12th, at the 204 departments of the 5 hospitals through an on-line survey. The data on the patients, including both inpatients and outpatients, were collected from September 30th to October 24th, 2013 at the 5 hospitals using a structured questionnaire. The variable of nurses’ satisfaction was measured using a scale evaluating internal client satisfaction, which is used in SSM Health Care System in the US. Patient satisfaction with the hospital and nurses and patient loyalty were measured by assessing the patient’s intention to revisit and to recommending the hospital to others using a visual analogue scale. The data were analyzed using SPSS version 21.0 and AMOS version 21.0. Result: The hypothetical model was fairly good in terms of goodness of fit (χ2= 64.897 (df=24, p <. 001), GFI=. 906, AGFI=.823, CFI=.921, NFI=.951, NNFI=.952. RMSEA=.114). The significance of path coefficients includes followings 1)The nurses’ satisfaction has significant influence on the patient satisfaction with nurses. 2)The patient satisfaction with nurses has significant influence on the patient satisfaction with the hospital. 3)The patient satisfaction with the hospital has significant influence on the patients’ revisit intention. 4)The patient satisfaction with the hospital has significant influence on the patients’ intention to the recommendations of the hospital. Conclusion: These results provide several practical implications to hospital administrators, who should incorporate ways of improving nurses' and patients' satisfaction with the hospital into their health care marketing strategies. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=linear%20structural%20equation%20model" title="linear structural equation model">linear structural equation model</a>, <a href="https://publications.waset.org/abstracts/search?q=loyalty" title=" loyalty"> loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=nurse" title=" nurse"> nurse</a>, <a href="https://publications.waset.org/abstracts/search?q=patient%20satisfaction" title=" patient satisfaction"> patient satisfaction</a> </p> <a href="https://publications.waset.org/abstracts/25451/the-influences-of-nurses-satisfaction-on-the-patient-satisfaction-with-and-loyalty-to-korean-university-hospitals" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/25451.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">441</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">444</span> Effect of Iron Ore Tailings on the Properties of Fly-ash Cement Concrete </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sikiru%20F.%20Oritola">Sikiru F. Oritola</a>, <a href="https://publications.waset.org/abstracts/search?q=Abd%20Latif%20Saleh"> Abd Latif Saleh</a>, <a href="https://publications.waset.org/abstracts/search?q=Abd%20Rahman%20Mohd%20Sam"> Abd Rahman Mohd Sam</a>, <a href="https://publications.waset.org/abstracts/search?q=Rozana%20Zakaria"> Rozana Zakaria</a>, <a href="https://publications.waset.org/abstracts/search?q=Mushairry%20Mustaffar"> Mushairry Mustaffar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The strength of concrete varies with the types of material used; the material used within concrete can also result in different strength due to improper selection of the component. Each material brings a different aspect to the concrete. This work studied the effect of using Iron ore Tailings (IOTs) as partial replacement for sand on some properties of concrete using Fly ash Cement as the binder. The sieve analysis and some other basic properties of the materials used in producing concrete samples were first determined. Two brands of Fly ash Cement were studied. For each brand of Fly ash Cement, five different types of concrete samples denoted as HCT0, HCT10, HCT20, HCT30 and HCT40, for the first brand and PCT0, PCT10, PCT20, PCT30 and PCT40, for the second brand were produced. The percentage of Tailings as partial replacement for sand in the sample was varied from 0% to 40% at 10% interval. For each concrete sample, the average of three cubes, three cylinders and three prism specimen results was used for the determination of the compressive strength, splitting tensile strength and the flexural strength respectively. Water/cement ratio of 0.54 with fly-ash cement content of 463 Kg/m3 was used in preparing the fresh concrete. The slump values for the HCT brand concrete ranges from 152mm – 75mm while that of PCT brand ranges from 149mm to 70mm. The concrete sample PCT30 recorded the highest 28 days compressive strength of 28.12 N/mm2, the highest splitting tensile strength of 2.99 N/mm2 as well as the highest flexural strength of 4.99 N/mm2. The texture of the iron-ore tailings is rough and angular and was therefore able to improve the strength of the fly ash cement concrete. Also, due to the fineness of the IOTs more void in the concrete can be filled, but this reaches the optimum at 30% replacement level, hence the drop in strength at 40% replacement <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=concrete%20strength" title="concrete strength">concrete strength</a>, <a href="https://publications.waset.org/abstracts/search?q=fine%20aggregate" title=" fine aggregate"> fine aggregate</a>, <a href="https://publications.waset.org/abstracts/search?q=fly%20ash%20cement" title=" fly ash cement"> fly ash cement</a>, <a href="https://publications.waset.org/abstracts/search?q=iron%20ore%20tailings" title=" iron ore tailings"> iron ore tailings</a> </p> <a href="https://publications.waset.org/abstracts/21667/effect-of-iron-ore-tailings-on-the-properties-of-fly-ash-cement-concrete" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/21667.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">670</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">443</span> Fruits and Vegetable Consumers' Behaviour towards Organised Retailers: Evidence from India </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=K.%20B.%20Ramappa">K. B. Ramappa</a>, <a href="https://publications.waset.org/abstracts/search?q=A.%20V.%20Manjunatha"> A. V. Manjunatha</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Consumerism in India is witnessing unprecedented growth driven by favourable demographics, rising young and working population, rising income levels, urbanization and growing brand orientation. In addition, the increasing level of awareness on health, hygiene and quality has made the consumers to think on the fairly traded goods and brands. This has made retailing extremely important to everyone because without retailers’ consumers would not have access to day-to-day products. The increased competition among different retailers has contributed significantly towards rising consumer awareness on quality products and brand loyalty. Many existing empirical studies have mainly focused on net saving of consumers at organised retail via-a-vis unorganised retail shops. In this article, authors have analysed the Bangalore consumers' attitudes towards buying of fruits and vegetables and their choice of retail outlets. The primary data was collected from 100 consumers belonging to the Bangalore City during October 2014. Sample consumers buying at supermarkets, convenience stores and hypermarkets were purposively selected. The collected data was analyzed using descriptive statistics and multinomial logit model. It was found that among all variables, quality and prices were major accountable factors for buying fruits and vegetables at organized retail shops. The empirical result of multinomial logit model reveals that annual net income was positively associated with the Big Bazar and Food World consumers and negatively associated with the Reliance Fresh, More and Niligiris consumers, as compared with the HOPCOMS consumers. Per month expenditure on fruits and vegetables was positively and age of the consumer was negatively related to the consumers’ choice of buying at modern retail markets. Consumers were willing to buy at modern retail outlets irrespective of the distance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=organized%20retailers" title="organized retailers">organized retailers</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%27%20attitude" title=" consumers' attitude"> consumers' attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%27%20preference" title=" consumers' preference"> consumers' preference</a>, <a href="https://publications.waset.org/abstracts/search?q=fruits" title=" fruits"> fruits</a>, <a href="https://publications.waset.org/abstracts/search?q=vegetables" title=" vegetables"> vegetables</a>, <a href="https://publications.waset.org/abstracts/search?q=multinomial%20logit" title=" multinomial logit"> multinomial logit</a>, <a href="https://publications.waset.org/abstracts/search?q=Bangalore" title=" Bangalore "> Bangalore </a> </p> <a href="https://publications.waset.org/abstracts/23825/fruits-and-vegetable-consumers-behaviour-towards-organised-retailers-evidence-from-india" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23825.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">413</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">442</span> Hypermarkets Product Awareness of Halal Branding in the Kingdom of Bahrain</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Imelda%20Atengco%20Milan">Imelda Atengco Milan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research is aimed to assess the effectiveness and status of Islamic branding amongst hypermarkets from respondents perspective in the Kingdom of Bahrain such as Lulu, Geant and Carrefour and It was identified in terms of pure advertisement, religious norms and culture, certified halal product/ brand, consumption barriers and attitude towards other products/ brand. Included here are also the essentials in modern marketing including problems encountered and recommendations which will be revealed through the findings of the study. The methods used are descriptive and quantitative with sample analysis through quite a number of populations. Formulation of Sample questionnaire is done according to the variables and items used to measure reliability of statistics. The measurement of validity on the conduct of the surveys has been done according to Chronbach’s value (greater than 0.7). Pearson correlation was used as part of statistical analysis as well. It must show continuously that the model used is aligned towards factors indicated. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=pure%20advertisement" title="pure advertisement">pure advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=religious%20norms%20%26%20culture" title=" religious norms & culture"> religious norms & culture</a>, <a href="https://publications.waset.org/abstracts/search?q=certified%20halal%20product" title=" certified halal product"> certified halal product</a>, <a href="https://publications.waset.org/abstracts/search?q=attitude%20towards%20other%20brand%20and%20consumption%20barriers" title=" attitude towards other brand and consumption barriers"> attitude towards other brand and consumption barriers</a> </p> <a href="https://publications.waset.org/abstracts/49501/hypermarkets-product-awareness-of-halal-branding-in-the-kingdom-of-bahrain" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/49501.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">217</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">441</span> Fan Engagement Sustainability and Fan Fatigue: Understanding the Role of Marvel Franchise for Fans</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mitrajit%20Biswas">Mitrajit Biswas</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper is trying to understand the issues related to maintaining a fan base over a period of time. The paper would be trying to look into how the fan base can be actually engaged. That is what are the attributes of keeping a fan base interested and not feeling fatigued or tired. It would also try to understand that what are the key elements required for a franchise to be active and keep the fans engaged. The paper would look to understand the primary elements of a franchise like Marvel to keep the fans engaged for such a long period of time. This will help to improve the scope of literature on consumer engagement and consumption behaviour in modern times of unpredictability. It will also help to understand how the consumers take in a longer period of engagement. This would help to understand that despite huge success and investment in fan engagement and what could be the possible reasons for disengagement? This would include in-depth interviews with a global sample of around 50 people, which would be connected through purposive, convenient, and snowball sampling. It will help to understand whether the customer lifetime value as a theory can be sustained based on customer relationship management. If yes, how can products from certain companies predict and keep up the strategy for the prediction of the consumer engagement process? <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumption" title="consumption">consumption</a>, <a href="https://publications.waset.org/abstracts/search?q=fatigue" title=" fatigue"> fatigue</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=sustainable%20consumption" title=" sustainable consumption"> sustainable consumption</a> </p> <a href="https://publications.waset.org/abstracts/166500/fan-engagement-sustainability-and-fan-fatigue-understanding-the-role-of-marvel-franchise-for-fans" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/166500.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">77</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">440</span> A Crossover Study of Therapeutic Equivalence of Generic Product Versus Reference Product of Ivabradine in Patients with Chronic Heart Failure</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hadeer%20E.%20Eliwa">Hadeer E. Eliwa</a>, <a href="https://publications.waset.org/abstracts/search?q=Naglaa%20S.%20Bazan"> Naglaa S. Bazan</a>, <a href="https://publications.waset.org/abstracts/search?q=Ebtissam%20A.%20Darweesh"> Ebtissam A. Darweesh</a>, <a href="https://publications.waset.org/abstracts/search?q=Nagwa%20A.%20Sabri"> Nagwa A. Sabri</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Background: Generic substitution of brand ivabradine prescriptions can reduce drug expenditures and improve adherence. However, the distrust of generic medicines by practitioners and patients due to doubts regarding their quality and fear of counterfeiting compromise the acceptance of this practice. Aim: The goal of this study is to compare the therapeutic equivalence of brand product versus the generic product of ivabradine in adult patients with chronic heart failure with reduced ejection fraction (≤ 40%) (HFrEF). Methodology: Thirty-two Egyptian patients with chronic heart failure with reduced ejection fraction (HFrEF) were treated with branded ivabradine (Procrolan ©) and generic (Bradipect ©) during 24 (2x12) weeks. Primary outcomes were resting heart rate (HR), NYHA FC, Quality of life (QoL) using Minnesota Living with Heart Failure (MLWHF) and EF. Secondary outcomes were the number of hospitalizations for worsening HFrEF and adverse effects. The washout period was not allowed. Findings: At the 12th week, the reduction in HR was comparable in the two groups (90.13±7.11 to 69±11.41 vs 96.13±17.58 to 67.31±8.68 bpm in brand and generic groups, respectively). Also, the increase in EF was comparable in the two groups (27.44 ±4.59 to 33.38±5.62 vs 32±5.96 to 39.31±8.95 in brand and generic groups, respectively). The improvement in NYHA FC was comparable in both groups (87.5% in brand group vs 93.8% in the generic group). The mean value of the QOL improved from 31.63±15.8 to 19.6±14.7 vs 35.68±17.63 to 22.9±15.1 for the brand and generic groups, respectively. Similarly, at end of 24 weeks, no significant changes were observed from data observed at 12th week regarding HR, EF, QoL and NYHA FC. Only minor side effects, mainly phosphenes, and a comparable number of hospitalizations were observed in both groups. Conclusion: The study revealed no statistically significant differences in the therapeutic effect and safety between generic and branded ivabradine. We assume that practitioners can safely interchange between them for economic reasons. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=bradipect%C2%A9" title="bradipect©">bradipect©</a>, <a href="https://publications.waset.org/abstracts/search?q=heart%20failure" title=" heart failure"> heart failure</a>, <a href="https://publications.waset.org/abstracts/search?q=ivabradine" title=" ivabradine"> ivabradine</a>, <a href="https://publications.waset.org/abstracts/search?q=Procrolan%20%C2%A9" title=" Procrolan ©"> Procrolan ©</a>, <a href="https://publications.waset.org/abstracts/search?q=therapeutic%20equivalence" title=" therapeutic equivalence"> therapeutic equivalence</a> </p> <a href="https://publications.waset.org/abstracts/98048/a-crossover-study-of-therapeutic-equivalence-of-generic-product-versus-reference-product-of-ivabradine-in-patients-with-chronic-heart-failure" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/98048.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">458</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">439</span> The Role of Media Relations in the Brand Image: Case Study in Three Brands of the Automobile Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Rosa%20Sobreira">Rosa Sobreira</a>, <a href="https://publications.waset.org/abstracts/search?q=Paula%20Arriscado"> Paula Arriscado</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Marketers are aware that media relations is an important touch point, which is also cheaper, to bring their products and their brands to the consumer. They recognize the role of journalists as moderators and transformers of public opinion, and they realize their influence on brand image. And also, they know that readers, listeners, viewers and internet users "believe" more what they read, hear and see in the news than in an advertisement. The study is focused on the automotive industry and analyses the news published about three brands that share industrial facilities and components. We wanted to understand the role of the information created by the brand`s media team in the journalists’ work, and the impact on management, activation and differentiation of brands and their products` attributes and benefits. Based on a qualitative methodology, the analysis focused on press news, making comparison between media coverage and their “narratives” about the three cars from different brands. The results point to the fact that journalists easily integrate speech from the marks on their products. In the case of this study, we found that apart from the description of the many similarities between the three cars, the average speech also "struggled" for revealing the attributes that differentiate them. This interpretation of the results helps us to understand the "marriage" between branding and media. We believe also this paper let us to understand how journalists, through news, join the speech of the brands. <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=media%20relations" title=" media relations"> media relations</a>, <a href="https://publications.waset.org/abstracts/search?q=differentiation" title=" differentiation"> differentiation</a>, <a href="https://publications.waset.org/abstracts/search?q=positioning" title=" positioning"> positioning</a> </p> <a href="https://publications.waset.org/abstracts/63193/the-role-of-media-relations-in-the-brand-image-case-study-in-three-brands-of-the-automobile-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/63193.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">225</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">438</span> Mitigating the Negative Effect of Intrabrand Clustering: The Role of Interbrand Clustering and Firm Size</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Moeen%20Naseer%20Butt">Moeen Naseer Butt</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Clustering –geographic concentrations of entities– has recently received more attention in marketing research and has been shown to affect multiple outcomes. This study investigates the impact of intrabrand clustering (clustering of same-brand outlets) on an outlet’s quality performance. Further, it assesses the moderating effects of interbrand clustering (clustering of other-brand outlets) and firm size. An examination of approximately 21,000 food service establishments in New York State in 2019 finds that the impact of intrabrand clustering on an outlet’s quality performance is context-dependent. Specifically, intrabrand clustering decreases, whereas interbrand clustering and firm size help increase the outlet’s performance. Additionally, this study finds that the role of firm size is more substantial than interbrand clustering in mitigating the adverse effects of intrabrand clustering on outlet quality performance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=intraband%20clustering" title="intraband clustering">intraband clustering</a>, <a href="https://publications.waset.org/abstracts/search?q=interbrand%20clustering" title=" interbrand clustering"> interbrand clustering</a>, <a href="https://publications.waset.org/abstracts/search?q=firm%20size" title=" firm size"> firm size</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20competition" title=" brand competition"> brand competition</a>, <a href="https://publications.waset.org/abstracts/search?q=outlet%20performance" title=" outlet performance"> outlet performance</a>, <a href="https://publications.waset.org/abstracts/search?q=quality%20violations" title=" quality violations"> quality violations</a> </p> <a href="https://publications.waset.org/abstracts/155035/mitigating-the-negative-effect-of-intrabrand-clustering-the-role-of-interbrand-clustering-and-firm-size" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/155035.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">188</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">437</span> Cognitive Development Theories as Determinant of Children's Brand Recall and Ad Recognition: An Indian Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ruchika%20Sharma">Ruchika Sharma</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In the past decade, there has been an explosion of research that has examined children’s understanding of TV advertisements and its persuasive intent, socialization of child consumer and child psychology. However, it is evident from the literature review that no studies in this area have covered advertising messages and its impact on children’s brand recall and ad recognition. Copywriters use various creative devices to lure the consumers and very impressionable consumers such as children face far more drastic effects of these creative ways of persuasion. On the basis of Piaget’s theory of cognitive development as a theoretical basis for predicting/understanding children’s response and understanding, a quasi-experiment was carried out for the study, that manipulated measurement timing and advertising messages (familiar vs. unfamiliar) keeping gender and age group as two prominent factors. This study also examines children’s understanding of Advertisements and its elements, predominantly - Language, keeping in view Fishbein’s model. Study revealed significant associations between above mentioned factors and children’s brand recall and ad identification. Further, to test the reliability of the findings on larger sample, bootstrap simulation technique was used. The simulation results are in accordance with the findings of experiment, suggesting that the conclusions obtained from the study can be generalized for entire children’s (as consumers) market in India. <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=brand%20recall" title=" brand recall"> brand recall</a>, <a href="https://publications.waset.org/abstracts/search?q=cognitive%20development" title=" cognitive development"> cognitive development</a>, <a href="https://publications.waset.org/abstracts/search?q=preferences" title=" preferences"> preferences</a> </p> <a href="https://publications.waset.org/abstracts/46281/cognitive-development-theories-as-determinant-of-childrens-brand-recall-and-ad-recognition-an-indian-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/46281.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">290</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">436</span> Brand Preferences in Saudi Arabia: Explorative Study in Jeddah</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Badr%20Alharbi">Badr Alharbi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> There is significant debate on the evolution of retail marketing as an economy matures. In penetrating new markets, global brands are efficient in establishing a presence and replacing less effective competitors by engaging in superior advertising, pricing and sometimes quality. However, national brands adapt over time and may either partner with global brands in distribution and services or directly compete more efficiently in the new, open market. This explorative study investigates brand preferences in Saudi Arabia. As a conservative society, which is nevertheless highly commercialised, Saudi Arabia markets could be fragmenting with consumer preferences and rejections based on country of origin, globalisation, or perhaps regionalisation. To investigate this, an online survey was distributed to Saudis in Jeddah to gather data on their preferences for travel, technology, clothes and accessories, eating out, vehicles, and influential brands. The results from 710 valid responses were that there are distinct regional and national brand preferences among the young Saudi men who contributed to the survey. Apart from a preference for Saudi food providers, airline preferences were the United Emirates, holiday preferences were Europe, study and work preferences were the United States, hotel preferences were United States-based, car preferences were Japanese, and clothing preferences were United States-based. The results were broadly in line with international research findings; however, the study participants varied from Arab research findings by describing themselves as innovative in their purchase selections, rarely loyal (exception of Apple products) and continually seeking new brand experiences. This survey contributes to an understanding of evolving Saudi consumer preferences. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Saudi%20marketing" title="Saudi marketing">Saudi marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=globalisation" title=" globalisation"> globalisation</a>, <a href="https://publications.waset.org/abstracts/search?q=country%20of%20origin" title=" country of origin"> country of origin</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20preferences" title=" brand preferences"> brand preferences</a> </p> <a href="https://publications.waset.org/abstracts/75167/brand-preferences-in-saudi-arabia-explorative-study-in-jeddah" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/75167.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">276</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">435</span> Individualism/Collectivism and Extended Theory of Planned Behavior</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ela%20Ari">Ela Ari</a>, <a href="https://publications.waset.org/abstracts/search?q=Aysi%CC%87ma%20Findikoglu"> Aysi̇ma Findikoglu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Consumers’ switching GSM operators’ has been an important research issue since the rise of their competitive offers. Recent research has looked at consumer switching behavior through the theory of planned behavior, but not yet extended the theory with identity, psycho-social and cultural influences within the service context. This research explores an extended version of the theory of planned behavior including social and financial risks and brand loyalty. Moreover, the role of individualism and collectivism at the individual level is investigated in a collectivistic culture that moves toward to individualism due to changing family relationships, use of technology and education. Our preliminary analysis showed that financial risk and vertical individualism prove to be a significant determinant of intention to switch. The study also investigates social risk and intention, subjective norm, perceived behavioral control relationship. The effect of individualism and collectivism and attitudes relationship has been also examined within a service industry. Implications for marketing managers and scholars are also discussed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=attitude" title="attitude">attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=individualism" title=" individualism"> individualism</a>, <a href="https://publications.waset.org/abstracts/search?q=intention" title=" intention"> intention</a>, <a href="https://publications.waset.org/abstracts/search?q=subjective%20norm" title=" subjective norm"> subjective norm</a> </p> <a href="https://publications.waset.org/abstracts/48728/individualismcollectivism-and-extended-theory-of-planned-behavior" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/48728.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">458</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">434</span> The Ethics of Corporate Social Responsibility Statements in Undercutting Sustainability: A Communication Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Steven%20Woods">Steven Woods</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The use of Corporate Social Responsibility Statements has become ubiquitous in society. The appeal to consumers by being a well-behaved social entity has become a strategy not just to ensure brand loyalty but also to further larger scale projects of corporate interests. Specifically, the use of CSR to position corporations as good planetary citizens involves not just self-promotion but also a way of transferring responsibility from systems to individuals. By using techniques labeled as “greenwashing” and emphasizing ethical consumption choices as the solution, corporations present themselves as good members of the community and pursuing sustainability. Ultimately, the primary function of Corporate Social Responsibility statements is to maintain the economic status quo of ongoing growth and consumption while presenting and environmentally progressive image to the public, as well as reassuring them corporate behavior is superior to government intervention. By analyzing the communication techniques utilized through content analysis of specific examples, along with an analysis of the frames of meaning constructed in the CSR statements, the practices of Corporate Responsibility and Sustainability will be addressed from an ethical perspective. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=corporate%20social%20responsibility" title="corporate social responsibility">corporate social responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=ethics" title=" ethics"> ethics</a>, <a href="https://publications.waset.org/abstracts/search?q=greenwashing" title=" greenwashing"> greenwashing</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainability" title=" sustainability"> sustainability</a> </p> <a href="https://publications.waset.org/abstracts/176599/the-ethics-of-corporate-social-responsibility-statements-in-undercutting-sustainability-a-communication-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/176599.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">71</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">433</span> Analyzing Brand Related Information Disclosure and Brand Value: Further Empirical Evidence</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yves%20Alain%20Ach">Yves Alain Ach</a>, <a href="https://publications.waset.org/abstracts/search?q=Sandra%20Rmadi%20Said"> Sandra Rmadi Said</a> </p> <p class="card-text"><strong>Abstract:</strong></p> An extensive review of literature in relation to brands has shown that little research has focused on the nature and determinants of the information disclosed by companies with respect to the brands they own and use. The objective of this paper is to address this issue. More specifically, the aim is to characterize the nature of the information disclosed by companies in terms of estimating the value of brands and to identify the determinants of that information according to the company’s characteristics most frequently tested by previous studies on the disclosure of information on intangible capital, by studying the practices of a sample of 37 French companies. Our findings suggest that companies prefer to communicate accounting, economic and strategic information in relation to their brands instead of providing financial information. The analysis of the determinants of the information disclosed on brands leads to the conclusion that the groups which operate internationally and have chosen a category 1 auditing firm to communicate more information to investors in their annual report. Our study points out that the sector is not an explanatory variable for voluntary brand disclosure, unlike previous studies on intangible capital. Our study is distinguished by the study of an element that has been little studied in the financial literature, namely the determinants of brand-related information. With regard to the effect of size on brand-related information disclosure, our research does not confirm this link. Many authors point out that large companies tend to publish more voluntary information in order to respond to stakeholder pressure. Our study also establishes that the relationship between brand information supply and performance is insignificant. This relationship is already controversial by previous research, and it shows that higher profitability motivates managers to provide more information, as this strengthens investor confidence and may increase managers' compensation. Our main contribution focuses on the nature of the inherent characteristics of the companies that disclose the most information about brands. Our results show the absence of a link between size and industry on the one hand and the supply of brand information on the other, contrary to previous research. Our analysis highlights three types of information disclosed about brands: accounting, economics and strategy. We, therefore, question the reasons that may lead companies to voluntarily communicate mainly accounting, economic and strategic information in relation to our study from one year to the next and not to communicate detailed information that would allow them to reconstitute the financial value of their brands. Our results can be useful for companies and investors. Our results highlight, to our surprise, the lack of financial information that would allow investors to understand a better valuation of brands. We believe that additional information is needed to improve the quality of accounting and financial information related to brands. The additional information provided in the special report that we recommend could be called a "report on intangible assets”. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20related%20information" title="brand related information">brand related information</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=information%20disclosure" title=" information disclosure"> information disclosure</a>, <a href="https://publications.waset.org/abstracts/search?q=determinants" title=" determinants"> determinants</a> </p> <a href="https://publications.waset.org/abstracts/159128/analyzing-brand-related-information-disclosure-and-brand-value-further-empirical-evidence" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/159128.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">84</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">432</span> Striving towards an Ambush Free Olympics: Effective Strategies and Intellectual Property Legislations</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mahit%20T.%20Anand">Mahit T. Anand</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The modern Olympic Games present an unparalleled platform for companies to gain worldwide visibility. The increasing popularity of such an event supplemented by large sums of money paid by sponsors for the privilege of being associated with the Olympic Games has spawned its own particular brand of unfair competition, called ‘ambush marketing’. This research examines the practice of ambush marketing which has long been troubling the International Olympic Committee (I.O.C.) and its corporate sponsors. It emphasizes on implementing stringent legislative reforms by the host nations and to carry out effective ‘Brand Protection Programs’ for the upcoming Winter Olympics due to begin in February 2014 at Sochi, Russia and the Summer Olympics at Rio de Janeiro, Brazil in 2016. The research is carried out in the backdrop of out-standing legislative enactments made by the previous host nations and effective ‘Brand Protection Program’ formulated by their respective organizing committees. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=ambush%20marketing" title="ambush marketing">ambush marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=international%20olympic%20committee%20%28IOC%29" title=" international olympic committee (IOC)"> international olympic committee (IOC)</a>, <a href="https://publications.waset.org/abstracts/search?q=official%20sponsors" title=" official sponsors"> official sponsors</a>, <a href="https://publications.waset.org/abstracts/search?q=trademark" title=" trademark"> trademark</a> </p> <a href="https://publications.waset.org/abstracts/6218/striving-towards-an-ambush-free-olympics-effective-strategies-and-intellectual-property-legislations" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/6218.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">342</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">431</span> Beer Brand Commercials and Gender Representation in Nigeria: Contextualization's of Selected Television and YouTube Visuals of the 2010s and 2020s</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Theresa%20Belema%20Chris-Biriowu">Theresa Belema Chris-Biriowu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The change in trends in relation to gender representation in beer brand commercials was the thrust of the study. The study investigated how beer brand commercials reflect societal realities in their portrayals of gender roles within the span of a decade. The major objective of the study was to find out how gender was contextualized in selected beer brand commercials that both air on Nigerian television and stream on YouTube. The study was anchored on the muted group theory. The population of the study was in two streams: the total number of beer beverages that are produced by the eleven breweries in Nigeria and the registered advertising agencies in Lagos, Nigeria. The sample size was also two-pronged: the purposive selection of beer brands that have their commercials on television and YouTube and the purposive selection of an ad agency that has produced running commercials for beer brands within the period between 2010s and 2020s. They adopted visual framing analysis and narrative analysis research techniques. The study qualitatively analyzed the contents of beer brand commercials and conducted an interview with the management of the ad agency for data collection. The data was presented in images and words. The findings showed that females are underrepresented and misrepresented in the beer brand commercials and that the beer brands are not producing commercials that adequately reflect the realities of present times. It was also found that very little has changed in the ad industry between the periods studied, and commercial screenplays are not written with a specific aim to either target the female demographics or give them equal opportunities to thrive in the beer economy. The study concluded that the gender gap in beer commercials subsists and translates to gender discrimination, especially since it is established that females are also stakeholders in the beer economy. The study recommends that beer brands should produce commercials that appeal to their audience irrespective of gender, reflect contemporary realities, and give all genders equal opportunities to thrive in the increasingly competitive industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=beer%20brands" title="beer brands">beer brands</a>, <a href="https://publications.waset.org/abstracts/search?q=commercials" title=" commercials"> commercials</a>, <a href="https://publications.waset.org/abstracts/search?q=gender%20representation" title=" gender representation"> gender representation</a>, <a href="https://publications.waset.org/abstracts/search?q=visuals" title=" visuals"> visuals</a>, <a href="https://publications.waset.org/abstracts/search?q=television" title=" television"> television</a>, <a href="https://publications.waset.org/abstracts/search?q=YouTube" title=" YouTube"> YouTube</a> </p> <a href="https://publications.waset.org/abstracts/187005/beer-brand-commercials-and-gender-representation-in-nigeria-contextualizations-of-selected-television-and-youtube-visuals-of-the-2010s-and-2020s" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/187005.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">35</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">430</span> New Approaches to Guest Engagement Leading to Guest Satisfaction and Driving Guest Loyalty</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vaibhav%20Garg">Vaibhav Garg</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The concept of guest engagement lies in the rigor of operational excellence and the emotional engagement of associates who perform their tasks genuinely from their hearts and hence in word and indeed, in intent and through gestures, a great hospitality is always genuine, attentive, passionate, caring and warm where engaged associates deliver exceptional service experiences and creates memories to last forever for the guests. One out of every five guests says that their decision of coming back to the same hotel is influenced by the opportunity to “experience and be engaged” A key question is what does a guest mean by experience and be engaged? Most hotels are highly concerned about the guest satisfaction. Therefore they have the brand standards which are a guide to the associate to ensure consistent implementation of set service and product standards to satisfy a guest. However, satisfaction of basic guest needs does not necessarily lead to engagement. For example an absolutely clean room and an in room dining order delivered on time can satisfy a guest but may not engage him. Absence of these standards can certainly lead to guest dissatisfaction however; the presence of these standards does not necessarily lead to guest engagement or guest delight. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=guest%20engagement" title="guest engagement">guest engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=guest%20satisfaction" title=" guest satisfaction"> guest satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=hospitality" title=" hospitality"> hospitality</a>, <a href="https://publications.waset.org/abstracts/search?q=hotel%20operations" title=" hotel operations"> hotel operations</a>, <a href="https://publications.waset.org/abstracts/search?q=operational%20excellence" title=" operational excellence"> operational excellence</a> </p> <a href="https://publications.waset.org/abstracts/23673/new-approaches-to-guest-engagement-leading-to-guest-satisfaction-and-driving-guest-loyalty" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23673.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">239</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">429</span> Semiparametric Regression Of Truncated Spline Biresponse On Farmer Loyalty And Attachment Modeling</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Adji%20Achmad%20Rinaldo%20Fernandes">Adji Achmad Rinaldo Fernandes</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Regression analysis is a statistical method that is able to describe and predict causal relationships between individuals. Not all relationships have a known curve shape; often, there are relationship patterns that cannot be known in the shape of the curve; besides that, a cause can have an impact on more than one effect, so that between effects can also have a close relationship in it. Regression analysis that can be done to find out the relationship can be brought closer to the semiparametric regression of truncated spline biresponse. The purpose of this study is to examine the function estimator and determine the best model of truncated spline biresponse semiparametric regression. The results of the secondary data study showed that the best model with the highest order of quadratic and a maximum of two knots with a Goodness of fit value in the form of Adjusted R2 of 88.5%. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=biresponse" title="biresponse">biresponse</a>, <a href="https://publications.waset.org/abstracts/search?q=farmer%20attachment" title=" farmer attachment"> farmer attachment</a>, <a href="https://publications.waset.org/abstracts/search?q=farmer%20loyalty" title=" farmer loyalty"> farmer loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=truncated%20spline" title=" truncated spline"> truncated spline</a> </p> <a href="https://publications.waset.org/abstracts/186759/semiparametric-regression-of-truncated-spline-biresponse-on-farmer-loyalty-and-attachment-modeling" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/186759.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">36</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">428</span> The Image of Suan Sunandha Rajabhat University in Accordance with Graduates' Perceptions on the Graduation Ceremony Day</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Waraphorn%20Sribuakaew">Waraphorn Sribuakaew</a>, <a href="https://publications.waset.org/abstracts/search?q=Chutikarn%20Sriviboon"> Chutikarn Sriviboon</a>, <a href="https://publications.waset.org/abstracts/search?q=Rosjana%20Chandhasa"> Rosjana Chandhasa</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this research is to study the satisfaction level of graduates and factors that affect the image of Suan Sunandha Rajabhat University based on the perceptions of graduates on the graduation ceremony day. By studying the satisfaction of graduates, the image of Suan Sunandha Rajabhat University according to the graduates' perceptions and the loyalty to the university (in the aspects of intention to continue studying at a higher level, intention to recommend the university to a friend), the sample group used in this study was 1,000 graduates of Suan Sunandha Rajabhat University who participated on the 2019 graduation ceremony day. A questionnaire was utilized as a tool for data collection. By the use of computing software, the statistics used for data analysis were frequencies, percentage, mean, and standard deviation, One-Way ANOVA, and multiple regression analysis. Most of the respondents were graduates with a bachelor's degree, followed by graduates with a master's degree and PhD graduates, respectively. Major participants graduated from the Faculty of Management Sciences, followed by the Faculty of Humanities and Social Sciences and Faculty of Education, respectively. The graduates were satisfied on the ceremony day as a whole and rated each aspect at a satisfactory level. Formality, steps, and procedures were the aspects that graduates were most satisfied with, followed by graduation ceremony personnel and staff, venue, and facilities. On the perception of the graduates, the image of Suan Sunandha Rajabhat University was at a good level, while loyalty to the university was at a very high level. The intention of recommendation to others was at the highest level, followed by the intention to pursue further education at a very high level. The graduates graduating from different faculties have different levels of satisfaction on the graduation day with statistical significance at the level of 0.05. The image of Suan Sunandha Rajabhat University affected the satisfaction of graduates with statistical significance at the level of 0.01. The satisfactory level of graduates on the graduation ceremony day influenced the level of loyalty to the university with statistical significance at the level of 0.05. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=university%20image" title="university image">university image</a>, <a href="https://publications.waset.org/abstracts/search?q=loyalty%20to%20the%20university" title=" loyalty to the university"> loyalty to the university</a>, <a href="https://publications.waset.org/abstracts/search?q=intention%20to%20study%20higher%20education" title=" intention to study higher education"> intention to study higher education</a>, <a href="https://publications.waset.org/abstracts/search?q=intention%20to%20recommend%20the%20university%20to%20others" title=" intention to recommend the university to others"> intention to recommend the university to others</a>, <a href="https://publications.waset.org/abstracts/search?q=graduates%27%20satisfaction" title=" graduates' satisfaction"> graduates' satisfaction</a> </p> <a href="https://publications.waset.org/abstracts/121707/the-image-of-suan-sunandha-rajabhat-university-in-accordance-with-graduates-perceptions-on-the-graduation-ceremony-day" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/121707.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">132</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">427</span> The Measurement of City Brand Effectiveness as Methodological and Strategic Challenge: Insights from Individual Interviews with International Experts</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=A.%20Augustyn">A. Augustyn</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Florek"> M. Florek</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Herezniak"> M. Herezniak</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Since the public authorities are constantly pressured by the public opinion to showcase the tangible and measurable results of their efforts, the evaluation of place brand-related activities becomes a necessity. Given the political and social character of place branding process, the legitimization of the branding efforts requires the compliance of the objectives set out in the city brand strategy with the actual needs, expectations, and aspirations of various internal stakeholders. To deliver on the diverse promises, city authorities and brand managers need to translate them into the measurable indicators against which the brand strategy effectiveness will be evaluated. In concert with these observations are the findings from branding and marketing literature with a widespread consensus that places should adopt a more systematic and holistic approach in order to ensure the performance of their brands. However, the measurement of the effectiveness of place branding remains insufficiently explored in theory, even though it is considered a significant step in the process of place brand management. Therefore, the aim of the research presented in the current paper was to collect insights on the nature of effectiveness measurement of city brand strategies and to juxtapose these findings with the theoretical assumptions formed on the basis of the state-of-the-art literature review. To this end, 15 international academic experts (out of 18 initially selected) with affiliation from ten countries (five continents), were individually interviewed. The standardized set of 19 open-ended questions was used for all the interviewees, who had been selected based on their expertise and reputation in the fields of place branding/marketing. Findings were categorized into four modules: (i) conceptualizations of city brand effectiveness, (ii) methodological issues of city brand effectiveness measurement, (iii) the nature of measurement process, (iv) articulation of key performance indicators (KPIs). Within each module, the interviewees offered diverse insights into the subject based on their academic expertise and professional activity as consultants. They proposed that there should be a twofold understanding of effectiveness. The narrow one when it is conceived as the aptitude to achieve specific goals, and the broad one in which city brand effectiveness is seen as an increase in social and economic reality of a place, which in turn poses diverse challenges for the measurement concepts and processes. Moreover, the respondents offered a variety of insights into the methodological issues, particularly about the need for customization and flexibility of the measurement systems, for the employment of interdisciplinary approach to measurement and implications resulting therefrom. Considerable emphasis was put on the inward approach to measurement, namely the necessity to monitor the resident’s evaluation of brand related activities instead of benchmarking cities against the competitive set. Other findings encompass the issues of developing appropriate KPIs for the city brand, managing the measurement process and the inclusion of diverse stakeholders to produce a sound measurement system. Furthermore, the interviewees enumerated the most frequently made mistakes in measurement mainly resulting from the misunderstanding of the nature of city brands. This research was financed by the National Science Centre, Poland, research project no. 2015/19/B/HS4/00380 Towards the categorization of place brand strategy effectiveness indicators – findings from strategic documents of Polish district cities – theoretical and empirical approach. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=city%20branding" title="city branding">city branding</a>, <a href="https://publications.waset.org/abstracts/search?q=effectiveness" title=" effectiveness"> effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=experts%E2%80%99%20insights" title=" experts’ insights"> experts’ insights</a>, <a href="https://publications.waset.org/abstracts/search?q=measurement" title=" measurement"> measurement</a> </p> <a href="https://publications.waset.org/abstracts/80817/the-measurement-of-city-brand-effectiveness-as-methodological-and-strategic-challenge-insights-from-individual-interviews-with-international-experts" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/80817.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">144</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">426</span> Personality Traits, Probability of Marital Infidelity and Risk of Divorce</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Bahareh%20Zare">Bahareh Zare</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The theory of the investment model of dating infidelity maintains that loyalty is an essential power within romantic relationships. Loyalty signifies both motivation and psychological attachment to maintain a relationship. This study examined the relationship between the Big Five Personality Factors (Extraversion, Neuroticism, Openness, Conscientiousness, and Agreeableness), probability of marital infidelity, and risk of divorce. The participants completed NEO-FFI, INFQ (infidelity questionnaire) and were interviewed by OHI (Oral History Interview). The results demonstrated that extraversion and agreeableness traits were significant predictors for the probability of infidelity and risk of divorce. In addition, conscientiousness predicted the probability of infidelity, while neuroticism predicted the risk of divorce. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=five%20factors%20personality" title="five factors personality">five factors personality</a>, <a href="https://publications.waset.org/abstracts/search?q=infidelity" title=" infidelity"> infidelity</a>, <a href="https://publications.waset.org/abstracts/search?q=risk%20of%20divorce" title=" risk of divorce"> risk of divorce</a>, <a href="https://publications.waset.org/abstracts/search?q=investment%20theory" title=" investment theory"> investment theory</a> </p> <a href="https://publications.waset.org/abstracts/155382/personality-traits-probability-of-marital-infidelity-and-risk-of-divorce" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/155382.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">425</span> The Mediating Effects of Student Satisfaction on the Relationship Between Organisational Image, Service Quality and Students’ Loyalty in Higher Education Institutions in Kano State, Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ado%20Ismail%20Sabo">Ado Ismail Sabo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Statement of the Problem: The global trend in tertiary education institutions today is changing and moving towards engagement, promotion and marketing. The reason is to upscale reputation and impact positioning. More prominently, existing rivalry today seeks to draw-in the best and brightest students. A university or college is no longer just an institution of higher learning, but one adapting additional business nomenclature. Therefore, huge financial resources are invested by educational institutions to polish their image and improve their global and national ranking. In Nigeria, which boasts of a vast population of over 180 million people, some of whose patronage can bolster its education sector; standard of education continues to decline. Today, some Nigerian tertiary education institutions are shadows of their pasts, in terms of academic excellence. Quality has been relinquished because of the unquenchable quest by government officials, some civil servants, school heads and educators to amass wealth. It is very difficult to gain student satisfaction and their loyalty. Some of the student’s loyalties factor towards public higher educational institutions might be confusing. It is difficult to understand the extent to which students are satisfy on many needs. Some students might feel satisfy with the academic lecturers only, whereas others may want everything, and others will never satisfy. Due to these problems, this research aims to uncover the crucial factors influencing student loyalty and to examine if students’ satisfaction might impact mediate the relationship between service quality, organisational image and students’ loyalty towards public higher education institutions in Kano State, Nigeria. The significance of the current study is underscored by the paucity of similar research in the subject area and public tertiary education in a developing country like Nigeria as shown in existing literature. Methodology: The current study was undertaken by quantitative research methodology. Sample of 600 valid responses were obtained within the study population comprising six selected public higher education institutions in Kano State, Nigeria. These include: North West University Kano, Bayero University Kano, School of Management Studies Kano, School of Technology Kano, Sa’adatu Rimi College Kano and Federal College of Education (FCE) Kano. Four main hypotheses were formulated and tested using structural equation modeling techniques with Analysis of Moment Structure (AMOS Version 22.0). Results: Analysis of the data provided support for the main issue of this study, and the following findings are established: “Student Satisfaction mediates the relationship between Service Quality and Student Loyalty”, “Student Satisfaction mediates the relationship between Organizational Image and Student Loyalty” respectively. The findings of this study contributed to the theoretical implication which proposed a structural model that examined the relationships among overall Organizational image, service quality, student satisfaction and student loyalty. Conclusion: In addition, the findings offered a better insight to the managerial (higher institution of learning service providers) by focusing on portraying the image of service quality with student satisfaction in improving the quality of student loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=student%20loyalty" title="student loyalty">student loyalty</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=student%20satisfaction" title=" student satisfaction"> student satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=organizational%20image" title=" organizational image"> organizational image</a> </p> <a href="https://publications.waset.org/abstracts/150586/the-mediating-effects-of-student-satisfaction-on-the-relationship-between-organisational-image-service-quality-and-students-loyalty-in-higher-education-institutions-in-kano-state-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/150586.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">69</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">424</span> The Impact of Smartphone Applications on Consumer Attitude towards Brands</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nikita%20Bharadia">Nikita Bharadia</a>, <a href="https://publications.waset.org/abstracts/search?q=Vikas%20Gupta"> Vikas Gupta</a>, <a href="https://publications.waset.org/abstracts/search?q=Sushant%20Koshy"> Sushant Koshy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phone applications (“apps”) have generated substantial interest among marketers and researchers because of the developments in the smartphone technology and the availability of affordable phones to a large number of consumers. Apps are enabling brands to engage with consumers at any time and any place. This study utilizes a pre-test/post-test experimental design to determine if apps can have a persuasive impact on the consumer attitude towards the brand and her purchase intention. The study also tests the impact of informational vs. interactive style of apps on categories with high and low level of involvement. The results show that for high involvement brands, consumers have a predetermined brand image and apps that satisfy consumer needs through an interactive interface can increase purchase intention. For low involvement brands, while informational apps do not create substantial engagement, interactive apps can increase consumer focus on the brand and establish personal connect with the consumers. This has a positive impact in the attitude towards the brand. These results suggest that understanding how to maximize the consumer interaction with mobile phone apps will be a key topic of future research. This research indicates that managers need to evaluate the how apps can solve consumer needs before investing resources towards digital marketing campaign for their brands, following the global trend to capitalize on the digital platforms. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=App%20execution%20style" title="App execution style">App execution style</a>, <a href="https://publications.waset.org/abstracts/search?q=high%20and%20low%20involvement%20categories" title=" high and low involvement categories"> high and low involvement categories</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20marketing" title=" mobile marketing"> mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=smartphone%20applications" title=" smartphone applications"> smartphone applications</a> </p> <a href="https://publications.waset.org/abstracts/23001/the-impact-of-smartphone-applications-on-consumer-attitude-towards-brands" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23001.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">398</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">423</span> An Analysis of Brand-Building Characteristics in the Iran Airline Websites </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pedram%20Behyar">Pedram Behyar</a>, <a href="https://publications.waset.org/abstracts/search?q=Zahra%20Bayat"> Zahra Bayat</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The internet and web are changing ways of “far reaching scope and potential for transformation of the marketing functions”. The web is developing in a faster rate than any previous new communication medium. The website of destination has become a crucial branding channel, that is why all businesses are changing their way to communicate with their customers to encounter their needs and wants in better ways. Website provides numerous opportunities for businesses to strengthen their relationship with their customers. One of these opportunities is website component that enables internet users to make two-way communication with the businesses. <p class="card-text"><strong>Keywords:</strong> <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=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=usability" title=" usability"> usability</a>, <a href="https://publications.waset.org/abstracts/search?q=privacy%20and%20security" title=" privacy and security"> privacy and security</a>, <a href="https://publications.waset.org/abstracts/search?q=personalization%20and%20customization" title=" personalization and customization"> personalization and customization</a>, <a href="https://publications.waset.org/abstracts/search?q=responsiveness" title=" responsiveness"> responsiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20online%20web%20experience" title=" customer online web experience"> customer online web experience</a> </p> <a href="https://publications.waset.org/abstracts/20435/an-analysis-of-brand-building-characteristics-in-the-iran-airline-websites" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/20435.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">503</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">422</span> The Decision Making of Students to Study at Rajabhat University in Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pisit%20Potjanajaruwit">Pisit Potjanajaruwit</a> </p> <p class="card-text"><strong>Abstract:</strong></p> TThe research objective was to study the integrated marketing communication strategy that is affecting the student’s decision making to study at Rajabhat University in Thailand. This research is a quantitative research. The sampling for this study is the first year students of Rajabhat University for 400 sampling. The data collection is made by a questionnaire. The data analysis by the descriptive statistic include frequency, percentage, mean and standardization and influence statistic as the multiple regression. The results show that integrated marketing communication including the advertising, public relation, sale promotion is important and significant with the student’s making decision in terms of brand awareness and brand recognized. The university scholar and word of mouth have an impact on decision-making of the student. The direct marketing such as Facebook also relate to the student decision. In addition, we found that the marketing communication budget, university brand positioning and university mission have the direct effect on the marketing communication. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=decision%20making%20of%20higher%20education" title="decision making of higher education">decision making of higher education</a>, <a href="https://publications.waset.org/abstracts/search?q=integrated%20marketing%20communication" title=" integrated marketing communication"> integrated marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=rajabhat%20university" title=" rajabhat university"> rajabhat university</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/55585/the-decision-making-of-students-to-study-at-rajabhat-university-in-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55585.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">340</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">421</span> Impact of Customer Experience Quality on Loyalty of Mobile and Fixed Broadband Services: Case Study of Telecom Egypt Group</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nawal%20Alawad">Nawal Alawad</a>, <a href="https://publications.waset.org/abstracts/search?q=Passent%20Ibrahim%20Tantawi"> Passent Ibrahim Tantawi</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohamed%20Abdel%20Salam%20Ragheb"> Mohamed Abdel Salam Ragheb</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Providing customers with quality experiences has been confirmed to be a sustainable, competitive advantage with a distinct financial impact for companies. The success of service providers now relies on their ability to provide customer-centric services. The importance of perceived service quality and customer experience is widely recognized. The focus of this research is in the area of mobile and fixed broadband services. This study is of dual importance both academically and practically. Academically, this research applies a new model investigating the impact of customer experience quality on loyalty based on modifying the multiple-item scale for measuring customers’ service experience in a new area and did not depend on the traditional models. The integrated scale embraces four dimensions: service experience, outcome focus, moments of truth and peace of mind. In addition, it gives a scientific explanation for this relationship so this research fill the gap in such relations in which no one correlate or give explanations for these relations before using such integrated model and this is the first time to apply such modified and integrated new model in telecom field. Practically, this research gives insights to marketers and practitioners to improve customer loyalty through evolving the experience quality of broadband customers which is interpreted to suggested outcomes: purchase, commitment, repeat purchase and word-of-mouth, this approach is one of the emerging topics in service marketing. Data were collected through 412 questionnaires and analyzed by using structural equation modeling.Findings revealed that both outcome focus and moments of truth have a significant impact on loyalty while both service experience and peace of mind have insignificant impact on loyalty.In addition, it was found that 72% of the variation occurring in loyalty is explained by the model. The researcher also measured the net prompters score and gave explanation for the results. Furthermore, assessed customer’s priorities of broadband services. The researcher recommends that the findings of this research will extend to be considered in the future plans of Telecom Egypt Group. In addition, to be applied in the same industry especially in the developing countries that have the same circumstances with similar service settings. This research is a positive contribution in service marketing, particularly in telecom industry for making marketing more reliable as managers can relate investments in service experience directly with the performance closest to income for instance, repurchasing behavior, positive word of mouth and, commitment. Finally, the researcher recommends that future studies should consider this model to explain significant marketing outcomes such as share of wallet and ultimately profitability. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=broadband%20services" title="broadband services">broadband services</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20experience%20quality" title=" customer experience quality"> customer experience quality</a>, <a href="https://publications.waset.org/abstracts/search?q=loyalty" title=" loyalty"> loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=net%20promoters%20score" title=" net promoters score"> net promoters score</a> </p> <a href="https://publications.waset.org/abstracts/91137/impact-of-customer-experience-quality-on-loyalty-of-mobile-and-fixed-broadband-services-case-study-of-telecom-egypt-group" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/91137.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">266</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">420</span> The Impact of Brand Hate and Love: A Thematic Analysis of Online Emotions in Response to Disney’s Corporate Activism</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Roxana%20D.%20Maiorescu-Murphy">Roxana D. Maiorescu-Murphy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Companies have recently embraced political activism as an alleged responsibility toward the communities they operate in. As a result of its recency, there is little understanding of the impact of corporate activism on consumers. In addition, embracing corporate activism engenders polarizing opinions, potentially leading to a crisis of morality shown in past literature to flourish in online settings. The present study contributes to the literature on communication management, which currently lacks research on stakeholder perceptions toward corporate activism in general and from the perspective of the stakeholders’ emotions of brand hate versus a love that they display before a specific corporate act of activism. For this purpose, the study analyzed online reactions on Twitter following Disney’s stance against Florida’s House Bill 1577 enacted in April 2022. Dubbed the “Don’t Say Gay Bill” by the left wing and the “Parental Rights Bill” by the conservative movement, the legislation triggered polarizing opinions in society and among Disney’s stakeholders, as the company announce it was taking action against it. Given the scarcity of research on corporate political activism and crises of morality, the current study enacted the case study methodology. Consequently, it answered to the research questions of how online stakeholders responded to Disney’s stance as well as why they formed such an opinion. The data were collected from Twitter over a seven-day period of analysis, namely from March 28- April 3, 2022. The period of analysis started on the day Disney announced its stance (March 28, 2022) until the reactions to its announcement petered out significantly (April 3, 2022). The final sample of analysis consisted of N=1,344 and represented Twitter comments in response to the company’s political announcement. The data were analyzed using the grounded theory methodology, which implied multiple exposures to the text and the undertaking of an inductive-deductive approach that led to the emergence of several recurrent themes. The findings revealed that the stakeholders’ prior emotions toward the company (brand hate versus brand love) did not play a greater role in their (dis)agreement with the latter’s activism than the users’ political stances. Specifically, whether they despised or hated Disney prior to this incident was less significant than their personal political stances. Above all, users were more inclined to transition from brand love to brand hate and vice versa based on the political side they viewed Disney to fall under. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=corporate%20political%20advocacy" title="corporate political advocacy">corporate political advocacy</a>, <a href="https://publications.waset.org/abstracts/search?q=crisis%20management" title=" crisis management"> crisis management</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20hate" title=" brand hate"> brand hate</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20love" title=" brand love"> brand love</a> </p> <a href="https://publications.waset.org/abstracts/153416/the-impact-of-brand-hate-and-love-a-thematic-analysis-of-online-emotions-in-response-to-disneys-corporate-activism" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/153416.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">119</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">419</span> The Customer Attitude and Behavior of Boutique Hotels in Eastern Part of Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Anocha%20Rojanapanich">Anocha Rojanapanich</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research aimed to identify important factors that effect customer satisfaction in boutique hotels and the important factors effecting customer loyalty in returning to boutique hotels. Furthermore, this study also aimed to study demographics, which effect variable factors. Four hundred questionnaires were completed by customers of the boutique hotels. The descriptive statistics used in this paper were percentages, means, and standard deviation (S.D.), while hypothesis testing was done using T-test, Anova, Correlation and Regression to analyze the relationship among those factors. In terms of the purpose in staying, it was found that the largest respondent was for ‘leisure purposes’. While the frequency indicated that most of the customers who stayed ‘once’in the last two years in the hotels had less concern in the hotel’s image than other groups. For customer’s perceived value and income levels had an influence on customer perceived values in both functional value price and emotional value. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=boutique%20hotels" title="boutique hotels">boutique hotels</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20attitude" title=" customer attitude"> customer attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20loyalty" title=" customer loyalty"> customer loyalty</a> </p> <a href="https://publications.waset.org/abstracts/55234/the-customer-attitude-and-behavior-of-boutique-hotels-in-eastern-part-of-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55234.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">308</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">418</span> Creating Emotional Brand Attachment through Immersive Worlds in Brick-and-Mortar Stores</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sanne%20Dollerup">Sanne Dollerup</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper is an analysis of the store Tarina Tarantino through an exploration of different perspectives of play. It is based on Yelp reviews where customers disclose a very positive emotional reaction toward the store. The paper proposes some general principles for designing immersive stores based on ‘possible world’ theory. The aim is to disclose essential condition for customer engagement is an overall cohesiveness in all elements in a store. The most significant contribution in this paper is that products become props for role-playing in a store, hence making them central for maintaining that role outside the store. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=experience%20design" title="experience design">experience design</a>, <a href="https://publications.waset.org/abstracts/search?q=emotional%20brand%20attachment" title=" emotional brand attachment"> emotional brand attachment</a>, <a href="https://publications.waset.org/abstracts/search?q=retail%20design" title=" retail design"> retail design</a>, <a href="https://publications.waset.org/abstracts/search?q=case%20study" title=" case study"> case study</a> </p> <a href="https://publications.waset.org/abstracts/96940/creating-emotional-brand-attachment-through-immersive-worlds-in-brick-and-mortar-stores" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/96940.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">161</span> </span> </div> </div> <ul class="pagination"> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20loyalty&page=6" rel="prev">&lsaquo;</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20loyalty&page=1">1</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20loyalty&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20loyalty&page=3">3</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=brand%20loyalty&page=4">4</a></li> <li class="page-item"><a class="page-link" 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