... relevant, valuable and credible social media posts affect sports consumers’ brand awareness, brand attitude and brand images as well as how these effects ultimately influence their purchase decisions. Design/methodology/approach A total of 458 respondents who use social media platforms to access sports...

...) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies. Design/methodology/approach Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square...

.... The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339...

... was performed to identify little-known and well-known laptop brands. The pre-test also allowed for a preliminary assessment of the psychometric properties of the product evaluation and brand awareness scales. Table I provides an overview of these three data collection stages, and the details of each stage...

... would be used as case illustrations in a bid to explain the nature, causes and remedies for the poor branding of the domestic league in Nigeria. © Emerald Group Publishing Limited 2016 Africa Public relations Brand awareness Brand ambassadors Club vs country Nigerian Football League...

... effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its...

... brand awareness. According to Ku et al. (2005) , this may have a positive influence on buyer attitude toward the company or its products because higher activation can lead to higher buying volumes and higher involvement. This paper examines the brand-related effects of PMs. The examination...

... and brand placement in the Indian film industry. Since this is the largest film industry in the world, this represents an important contribution to understanding the interface between commercial interests and artistic direction. © Emerald Group Publishing Limited 2009 Brand awareness India...

... A questionnaire was used as the primary method of data collection in order to investigate brand recall, brand awareness, brand use, brand attitude and any concerns about the potentially negative impacts of sponsorship, and specifically alcohol sponsorship. Findings There is evidence to suggest that brand...

... students in Turkey. Findings The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions. Research limitations/implications While it is acknowledged that student samples are normally...

... Consumer behaviour Counterfeiting Brand awareness Copying In 1997, the international trade of counterfeit goods was estimated to be worth US$90billion (9 per cent of total world trade) and the amount is increasing steadily. Such trade in counterfeit goods is the greatest challenge faced...

... and low‐relief papers), displayed all the hallmarks of a successful brand. The tangible benefits offered by the product included: Brand awareness Brand identity Brand image Commodities Consumer behaviour Decision making Do‐it‐yourself Product management Purchasing Supplier relations...