...Ahmed Rageh Ismail Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience...

... data from Singaporean and Taiwanese students studying in tertiary institutions. In total, 295 valid questionnaires were included in the data analysis. Findings – The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention for both...

...Arpita Mukherjee; Divya Satija; Tanu M. Goyal; Murali K. Mantrala; Shaoming Zou Purpose The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers...