The study aimed at conceptualizing and measuring consumer based brand equity in the airline industry. This was achieved by focusing on the key dimensions of consumer based brand equity such as brand awareness, brand image, perceived service quality, and brand …

The smell of food cooking in the kitchen can invoke numerous thoughts of good experiences while enjoying that food. This same effect is used by scent marketers to emotionally connect with customers in case of other products besides food. Hence, …

The ever - raising dynamics in the Indian market place and the extensive competition has emphasized on the significance in identification of factors behind the consumers' consumption of health drinks to quench the thirst of the marketers with solutions. This …

This study assessed the dimensions of service quality within a car dealership in Gauteng province in South Africa and further studied the relationship between the service quality dimensions on customer patronage. Valid responses using survey monkey were received from 74 …