The ultimate goal of marketers is to achieve high loyalty toward their brands. However, there is a common belief that brand loyalty declines over time. In this paper we offer insight into this area
Integration of marketing communications has taken on a new imperative and urgency in recent years. One of the most important goals of Integrated Marketing Communications (IMC) is to effectively
In this study applying two new macro measures of brand equity and customer equity which are objective, and based on publicly available data, we study the impact of brand equity on customer equity
The video game industry is a branch of the entertainment sector that is of growing cultural and economic relevance. Some video games these days are now produced and marketed with budgets of more than
Online shops accessible through smartphones present retailers with the challenge to create a shopping environment that effectively complements the conventional online shop. So far, research focuses