Purpose-The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it,
Strategic development and planning predetermine all the major fields of activities. Marketing activities are the key tool of communication with a companys customers, suppliers and other stakeholders.
The present study aims not only to determine the impact of technology attributes and brand authenticity on functional brand image and the impact of functional brand image on affective brand
Grocery retailers are making significant investments in their corporate marketing through Corporate Social Responsibility (CSR). Yet, this sector has witnessed some of the greatest cases of corporate
Purpose: The purpose of this thesis isto extend the understanding of Consumer Perceived Ethicality by examining the relationship between dynamic pricing, brand trust and CPE. Research questions: What