Amir Zakaria Consulting Group | Amir Zakaria
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Author: Amir Zakaria

The successful diffusion of broadband services has substantially contributed to economic growth in the last decade. Broadband markets are now in the maturity phase and therefore, competition for customers is intense. However, while companies invest heavily on customer acquisition, there are few efforts for customer...

Corporate Branding Branding in corporate context, can be defined as "systematically planned and implemented process of creating and maintaining a favourable image and consequently a favourable reputation for the company as a whole by sending signals to all stakeholders and by managing behavior, communication, and symbolism"...

An important concept within destination branding is destination brand equity (e.g. Cai, 2002; Gartner, 2014; Konecnik & Gartner, 2007). The most widely cited definition of brand equity is given by Aaker (1991, p.16) as 'the set of assets (and liabilities) linked to a brand's name...

Tourist destinations can be considered products (Boo, Busser, & Baloglu, 2009; Yoon & Uysal, 2005) that destination marketing organizations (DMOs) must adequately manage to attract visitors and build loyalty. To that end, in a global and competitive environment such as the current one, having a...

Given the idea that several stakeholders can contribute to the construction of brand identity, there is a degree of confusion between brand identity, brand image and brand meaning. Mainstream marketing literature defines brand identity as a mere list of attributes describing the brand (Kapferer, 2012),...

Commonly defined as the identification of groups of customers with similar characteristics or needs who are likely to exhibit similar purchase behavior (Smith, 1956), market segmentation is not the toast of published marketing research in recent years. The unmitigated research gap extends to a query...

Places, regardless of scale (country, city or smaller place) or perspective adopted (solely as a tourism destination or a wider perspective), are extremely complex in nature (e.g. Creswell, 2004). Thus, any discussion of branding application to places is also very complex and needs to go...

Game theory is a mathematical theory concerned with the optimum choice of strategy in situations involving a conflict of interest pioneered by John von Neumann (Rowland, 1944). Evolutionary game (Wang et al, 2015), including coevolutionary game, (Perc et al, 2010) will no longer model into...

  Virtual reality (VR) is a topic that is expanding rapidly both in terms of technological advances and the domains of its applications. While VR has been around since the late 1960s, recent developments in VR platforms, devices, and hypermedia content production tools have allowed for the...

"AR" […] describes the concept of augmenting a view of the real world with 2D images or 3D objects […]." (Woods et al., 2004, p. 230). Augmented Reality (hereafter, AR) makes reference to the real-time perception of an environmental setting that has been enhanced by means...