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The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well collected from Braamfontein, a busy business district in Johannesburg, South Africa. In order to test the proposed hypotheses, a unique conceptual model was developed in which brand awareness, brand loyalty, and brand attitude acted as predictors while purchase intention served as the outcome. Data analysis was conducted in SPSS 27 where descriptive statistics were produced as well as regression analysis to test the proposed hypothesis. Findings suggested that customers perceived brand attitude to have the strongest impact on purchase intention while the weakest predictor of purchase intention was brand awareness as far as online purchasing was concerned. Managerial implications emerged from the study and suggestions for further research were proposed.

In this study, the consumer perception for brand awareness and brand loyalty for two famous brands of soft drinks Coca Cola and Pepsi, has been evaluated. For this purpose, the effects of consumer perception of Coke and Pepsi were analysed for consumer association to these brands. The objectives of the study are multi fold (I) Studying onthe consumers preferences (II) to illustrate which brand’s advertisement mostly people have seen, (iii) demonstrate the reason to buy cola drinks or Pepsi drinks (iv) assessment of the creation of a top of mind awareness about COCA COLA in, Erbil KRI by providing the information to consumers. Sample size were selected 50 consumers of drinks (PePsi and Coca Cola ). Data collected and analyzed by using Microsoft office 2010 version. Results revealed that consumers of Pepsi and Coca cola most of the consumer found toward coca cola and they like coca cola as compare to Pepsi and the reason behind it is the strong taste of coca cola such as 60 % people answered that they remember more advertisement as compare to Pepsi and others. and 90%  said coca cola is easily available in their approach and  also 70 % people answer that they like coca cola  due to its strong taste so the overall research survey for Coke and Pepsi has revealed that Coke is more adopted brand then that of Pepsi and recommendations are recommended such as perception leads to the brand loyalty, thus brands in general and Coke and Pepsi needs to focus on the point that its consumers are made to perceive more value from the brand which can come through assuring them about quality of product and other factor i.e. best price, best value, availability, trend etc.

In the current era, skin and facial health is the main thing that is a concern, especially for women. Appearance has an important role in encouraging one's confidence. The supporting role of one's appearance is the use of skincare. The purpose of this study is to determine the influence of perceived value, brand image, and brand awareness on Lacoco brand equity in Surabaya. The sample in this study used accidental sampling of 100 respondents. The data collection method uses observation and questionnaires. The data processing technique used is a test of validity and reliability. Data analysis techniques include multiple linear regression tests, determination coefficient tests, and t-tests. From the results of the research hypothesis test, it was obtained that the variables of perceived value, brand image and brand awareness had a significant positive effect on Lococo brand equity where perceived value was formed due to customers' subjective assessment of the product and the benefits received by buying the product, brand image an effective one should meet the criteria of maker image, user image and product image to achieve the goals it sets, and consumers willing to buy a brand depend on consumer awareness and knowledge about the brand. In the moderation variable, brand awareness weakens the influence of brand image on brand equity, this is because the influence of perceived value on brand equity is an important aspect in understanding how the perceived value of consumers to a product or brand can impact overall brand value. When consumers have a high level of awareness about the brand and maintain a positive image of the brand, the value of the brand will increase.

This paper explores the relationship between content marketing and consumer brand loyalty to the ‘New-China-Chic’ brand. It constructs a structural equation model, Through questionnaires distributed to the fan groups of various brands and offline stores, results show that the four different dimensions of content marketing strategy, namely the culture, entertainment, emotion and interaction, are the main factors affecting consumers' loyalty to the ‘New-China-Chic’ brand. Among them, emotional content and cultural content??= 0.304??= 0.209) have a strong impact on brand loyalty. Brand identity also plays a strong intermediary role in the relationship between the four different dimensions of content marketing and brand loyalty. Moreover, the data shows that consumer ethnocentrism has a significant regulatory effect on brand identity and brand loyalty in cultural content and emotional content, while interactive content and entertainment content have a weak impact.

Celebrity endorsement is a widely utilised strategic marketing method employed by companies globally. This study examines the influence of sport celebrity endorsement, with particular emphasis on Lionel Messi's effect on the profitability of the brands he represents. Two prominent brands, adidas and Louis Vuitton, both positioned within the top ten most valuable fashion brands in 2024, were selected for analysis. The study utilised secondary data to fulfil its aims. The findings indicate that Lionel Messi has a positive impact on profit generation for endorsed brands, underscoring the effectiveness of integrating high-profile sports celebrities into marketing communication strategies to enhance profitability. Brand managers who have not yet employed sports celebrity endorsements should consider this approach, as it has demonstrated a substantial impact on company profits. This study recognises specific limitations, as is common in research endeavours. Future research should evaluate the influence of local sports celebrities on the profitability of brands they endorse within the community. 

Hand-shaken beverages represent a unique business model in Taiwan. This study explores the impact of four dimensions of brand equity on consumers' word-of-mouth and purchase intention regarding hand-shaken beverages. A survey was conducted among hand-shaken beverage consumers. A total of 352 valid questionnaires were recovered, and the data were analyzed using structural equation modeling. The results showed that consumers' perceptions of brand awareness, quality, and brand association affected word-of-mouth. These dimensions had an indirect impact on purchase intention through word-of-mouth, suggesting that when consumers develop an attachment to a brand, they engage in positive behaviors concerning the brand. However, due to the high homogeneity and lack of distinctiveness of Taiwanese hand-shaken beverage products, they fail to attract consumer loyalty.

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers’ perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively.

The growth of the economy has occasioned a shift in consumption patterns in the South African luxury markets. This study aims to investigate the purchasing behaviour of emerging market consumers as regards luxury clothing. A survey was conducted and data was collected online from 300 emerging market consumers in SA by means of a survey questionnaire. The results of the study demonstrated that status, quality, and materialism all influence the purchase intention of emerging market consumers as regards luxury clothing. Status had the strongest effect on purchase intention for luxury clothing, followed by quality and materialism. Consumer intention to purchase luxury products was found to influence such consumers’ purchase behaviour. This study is significant for retail stores in South Africa selling luxury clothing, as well as those intending to enter the SA luxury clothing market. The study findings shed light on factors influencing purchase behaviour by emerging market consumers as regards to luxury clothing.

In the current era, skin and facial health is the main thing that is a concern, especially for women. Appearance has an important role in encouraging one's confidence. The supporting role of one's appearance is the use of skincare. The purpose of this study is to determine the influence of perceived value, brand image, and brand awareness on Lacoco brand equity in Surabaya. The sample in this study used accidental sampling of 100 respondents. The data collection method uses observation and questionnaires. The data processing technique used is a test of validity and reliability. Data analysis techniques include multiple linear regression tests, determination coefficient tests, and t-tests. From the results of the research hypothesis test, it was obtained that the variables of perceived value, brand image and brand awareness had a significant positive effect on Lococo brand equity where perceived value was formed due to customers' subjective assessment of the product and the benefits received by buying the product, brand image an effective one should meet the criteria of maker image, user image and product image to achieve the goals it sets, and consumers willing to buy a brand depend on consumer awareness and knowledge about the brand. In the moderation variable, brand awareness weakens the influence of brand image on brand equity, this is because the influence of perceived value on brand equity is an important aspect in understanding how the perceived value of consumers to a product or brand can impact overall brand value. When consumers have a high level of awareness about the brand and maintain a positive image of the brand, the value of the brand will increase.