...Jumiati Sasmita; Norazah Mohd Suki Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using...

... exceeded 0.7 (α=0.84) suggesting the measure is a reliable scale in this case. Respondents were also asked a series of demographic characteristics. The average response time was approximately ten minutes. Brand awareness Ethnocentrism New Zealand Consumer behaviour Shopping Jacqui...

... India Consumer behaviour Clothing Brand awareness Country of origin Individuals' self‐concept has been linked to their NFU. Based on the psychological notion that individuals wish to see themselves as different from others, Fromkin (1970, p. 521) proposes that certain individuals have a “need...

... the following criteria: Retailers Customer orientation Brand awareness Branding has become a major strategic parameter in the minds of decision‐makers not only in manufacturing businesses, but also in service industries including retailing (De Chernatony and Riley, 1998). In food retailing...

... them. Findings Through the conceptual analysis of the virtual community and the descriptive study of five real cases of companies that use the virtual community in their online marketing strategies, this paper shows, among other things, how it is possible to attain greater brand awareness, more...

... can provide and sustain advantage within this highly competitive sector. © Emerald Group Publishing Limited 2005 Fashion industry Premier brands Brand awareness With respect to the relationships and mechanisms by which a parent company can create parenting advantage within...

... positively related to actual behavior toward the brand (Woodside and Wilson, 1985). Brand awareness Information Internet Shopping Risk management Purchasing E‐tailing of apparel and related products has shown considerable growth over the past few years and apparel has emerged as one...

... research. © MCB UP Limited 2003 Consumer behaviour Brand awareness Stores and supermarkets Greece Demographics In the marketing literature, particular attention is paid to brand and store choice criteria, as well as the role of individual characteristics in the same consumer...