...Alireza Sheikh; Newsha Asemani Purpose This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality. Design/methodology/approach This research is applied in terms of the objective and descriptive survey in terms...

... extent. Originality/value The study is a pioneering attempt to develop a scale for measuring CBBE for medical tourist destinations. The study aligns with earlier CBBE scales in terms of the first three elements, namely, brand awareness, loyalty and perceived quality. However, based on predictive...

... of concordance for the author‐coder pairs were tested by using Cohen's kappa. Findings This study investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals. Out of these five parameters, the authors have identified...

... relationships Case studies Brands Brand awareness Brand image Increasingly the focus for marketing has been the relationships between organisations and their customers, and the value that arises from that interaction (Bhattacharya and Sankar, 2003 ; Fullerton, 2005 ; Ryals, 2005). Nowhere has...