Branding Strategy on Economic Sustainability among Personal Care and Cosmetics Customers

Abstract

Contribution/ Originality: This study contributes in the existing literature on branding strategy by including Halal branding strategy. Most studies investigate Halal as part of separate phenomenon such as marketing strategy, and Halal certification system. It is hoped that this article may contribute to the existing literature on branding strategy

Using the Servqual Model to Assess Service Quality of Internet Service Providers: Evidence From Jordan

“…It is a source of struggle for businesses, a source of desire for customers, and a source of renewal for markets. According to some researchers, the single most important determining factor in a company's long-term performance is service quality (Alter, 2010;Ali et al, 2018). Because the customer's perception of the company's services is so important, service quality has always been a deciding element for successful businesses (Hizam and Ahmed, 2019).…”

Enhancing Brand Loyalty through Brand Architecture Strategy

“…The problem with brand architecture is that, organizations, service providers are having difficulties to influence their customers to stay loyal with their brands instead of their competitor's brands despite practicing its best branding architecture. According to Ali, Othman, Hassan, Zainudin and Fadzil (2018), service providers need to revamp or rethink of its branding architecture strategy. Failure to do so, they might be having tough time to differentiate themselves from other service providers.…”