The Differential Roles of Brand Credibility and Brand Prestige in
... Alden, 2003). As brand credibility may indicate a more tangible and utilitarian portion of perceived value, investigating another competing but different share of perceived value (i.e., brand prestige) together with brand credibility will show a bigger and more balanced picture of consumer decision ...
... Alden, 2003). As brand credibility may indicate a more tangible and utilitarian portion of perceived value, investigating another competing but different share of perceived value (i.e., brand prestige) together with brand credibility will show a bigger and more balanced picture of consumer decision ...
An Analysis of Brand Relationship with the Perceptive of Customer
... financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer connected with brand. Our move toward a science of consumer-brand rel ...
... financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer connected with brand. Our move toward a science of consumer-brand rel ...
The relative importance of brands in modified rebuy purchase
... marketing executives (n = 7). Four of the executives worked for B2C firms and three worked for B2B firms, while the market researchers had experience and clients in both sectors. The interviews were conducted following a semi-structured interview format consisting of a set of open-ended questions desi ...
... marketing executives (n = 7). Four of the executives worked for B2C firms and three worked for B2B firms, while the market researchers had experience and clients in both sectors. The interviews were conducted following a semi-structured interview format consisting of a set of open-ended questions desi ...
strategic considerations in brand analysis using the gain brand as
... Vol.2 (8), August (2013) Online available at indianresearchjournals.com ...
... Vol.2 (8), August (2013) Online available at indianresearchjournals.com ...
9 . The effects of brand associations on consumer response
... With the exception of the work of Hutton (1997), the study of brand image has focused on grouping all the associations into a single dimension. However, it is foreseeable that brands of equal value for the consumer, in overall terms but not dimension by dimension, are differentiated as to the level ...
... With the exception of the work of Hutton (1997), the study of brand image has focused on grouping all the associations into a single dimension. However, it is foreseeable that brands of equal value for the consumer, in overall terms but not dimension by dimension, are differentiated as to the level ...
Brewing the Recipe for Beer Brand Equity
... not only concerned about the price or quality of a product or brand, but also other variables such as the brand awareness or brand image (Aaker, 1991, 1996). Additionally, this study aims to analyze two consequences of Brand Equity on consumer behavior. For that purpose, we have proposed the analysi ...
... not only concerned about the price or quality of a product or brand, but also other variables such as the brand awareness or brand image (Aaker, 1991, 1996). Additionally, this study aims to analyze two consequences of Brand Equity on consumer behavior. For that purpose, we have proposed the analysi ...
a conceptual framework for understanding consumer – based brand
... awareness, perceived quality, brand associations, brand loyalty and other proprietary assets. Keller (1993) develops an alternative view and defines the concept of consumer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. Keller vie ...
... awareness, perceived quality, brand associations, brand loyalty and other proprietary assets. Keller (1993) develops an alternative view and defines the concept of consumer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. Keller vie ...
BRAND TRUST AND BRAND LOYALTY, AN EMPIRICAL STUDY IN
... Ekelundand Sharma (2001) divide consumer’s trust into two categories, they are organizational trust and personal trust. Organizational trust related with the influence of a company to a commitment of a relationship. Belief is the main dimension of organizational trust (Morgan dan Hunt, 1994). Sahin ...
... Ekelundand Sharma (2001) divide consumer’s trust into two categories, they are organizational trust and personal trust. Organizational trust related with the influence of a company to a commitment of a relationship. Belief is the main dimension of organizational trust (Morgan dan Hunt, 1994). Sahin ...
dessertation full and final - Indus Valley School of Art
... year. Despite being summer as the hottest season with the highest temperature reaching to 40 and 50 degree Celsius, it is also considered as the most colourful and most awaited season in Pakistan. As summer draws near, all one can see are colourful advertisements and larger than life billboards of l ...
... year. Despite being summer as the hottest season with the highest temperature reaching to 40 and 50 degree Celsius, it is also considered as the most colourful and most awaited season in Pakistan. As summer draws near, all one can see are colourful advertisements and larger than life billboards of l ...
A24_09 Rosaria Pereira - Politécnico de Leiria
... Doctrines (Todd, 1842)]. In fact, the word is even older, dating from the late fifth century A.D. when the events of Beowulf took place (Kleaber, 1950). Thus, the word ‘brand’ was used for at least 15 centuries before it entered Marketing in 1922 when it was used in the compound ‘brand name’ defined ...
... Doctrines (Todd, 1842)]. In fact, the word is even older, dating from the late fifth century A.D. when the events of Beowulf took place (Kleaber, 1950). Thus, the word ‘brand’ was used for at least 15 centuries before it entered Marketing in 1922 when it was used in the compound ‘brand name’ defined ...
Impact of Advertising and Price Promotions on Brand Equity in
... quality from price. Research has shown this relationship is category specific. For instance, Lichtenstein and Burton (1989) find objective and perceived quality-price relationships are stronger for nondurables. Caves and Greene (1996) find there is a strong positive relationship between price and ob ...
... quality from price. Research has shown this relationship is category specific. For instance, Lichtenstein and Burton (1989) find objective and perceived quality-price relationships are stronger for nondurables. Caves and Greene (1996) find there is a strong positive relationship between price and ob ...
concepts of brand loyalty
... brands. Brand recall was high and many consumers were loyal to a single brand of product. As consumers were able to access the brands more widely, familiarity and loyalty with the brands increased. Towards the end of this era, however, consumers became cynical towards advertising, which they perceiv ...
... brands. Brand recall was high and many consumers were loyal to a single brand of product. As consumers were able to access the brands more widely, familiarity and loyalty with the brands increased. Towards the end of this era, however, consumers became cynical towards advertising, which they perceiv ...
Factors That Determine Brand Loyalty: The Case of Toothpaste
... being imported ready for distribution, there was Increased liberalization o f trade, the fact that it was a relatively new market, the demand for toothpaste and other products were high and finally the factor o f retailer infrastructure growth and increase in disposable income Some of the most publi ...
... being imported ready for distribution, there was Increased liberalization o f trade, the fact that it was a relatively new market, the demand for toothpaste and other products were high and finally the factor o f retailer infrastructure growth and increase in disposable income Some of the most publi ...
The Impact of Distribution Intensity on Brand Preference and Brand
... (2008) introduced a model that relates distribution intensity to buyer choice among competing consumer durables; and further applied it on the automotive industry in the United States. It is clear that distribution intensity is an under-researched construct that needs further investigation, and this ...
... (2008) introduced a model that relates distribution intensity to buyer choice among competing consumer durables; and further applied it on the automotive industry in the United States. It is clear that distribution intensity is an under-researched construct that needs further investigation, and this ...
IOSR Journal of Business and Management (IOSRJBM)
... distinction is very important; in the first case firms wish to buy production capacity and in the second they want to buy a place in the mind of the consumer” (p. 23). In other words, the shift in focus towards brands began when it was understood that they were something more than mere identifiers. ...
... distinction is very important; in the first case firms wish to buy production capacity and in the second they want to buy a place in the mind of the consumer” (p. 23). In other words, the shift in focus towards brands began when it was understood that they were something more than mere identifiers. ...
Chapter 10 - E-Book
... Entertainment Weekly, he repositioned the magazine away from celebrity lifestyles to focus more directly on entertainment itself and what actually appeared on the screen, page, or CD. This updated positioning became a filter that guided the content and marketing of the magazine: “Every event, sales ...
... Entertainment Weekly, he repositioned the magazine away from celebrity lifestyles to focus more directly on entertainment itself and what actually appeared on the screen, page, or CD. This updated positioning became a filter that guided the content and marketing of the magazine: “Every event, sales ...
What is a brand? A Perspective on Brand Meaning
... are more than mental association; strong brands also have intense emotional association(Kapferer, 2004).but Do consumers always take decision by using brand as short cut? What are other constraints apart from time? Consumer behavior theory by Howard and Seth (1969) helps to understand these question ...
... are more than mental association; strong brands also have intense emotional association(Kapferer, 2004).but Do consumers always take decision by using brand as short cut? What are other constraints apart from time? Consumer behavior theory by Howard and Seth (1969) helps to understand these question ...
Brands and brand equity: definition and management
... particular brand name. It is unclear in what way added value is being used, but brand equity fits the categories of brand description and brand strength as outlined above. Leuthesser (1988) offers a broad definition of brand equity as: the set of associations and behaviour on the part of a brand's c ...
... particular brand name. It is unclear in what way added value is being used, but brand equity fits the categories of brand description and brand strength as outlined above. Leuthesser (1988) offers a broad definition of brand equity as: the set of associations and behaviour on the part of a brand's c ...
Equity in corporate co-branding: the case of Adidas and the all
... in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, the eÂlite team brand of the All Blacks functioned as a surrogate corporate b ...
... in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, the eÂlite team brand of the All Blacks functioned as a surrogate corporate b ...
Building brand identity in competitive markets: a conceptual model
... communal nostalgia are closely intertwined, which evoke not only former epochs but also former selves. Better advertising is born out of a total understanding of all the variables impacting the brand such as new consumer trends, new competition, or new technological breakthroughs (Parameswaran, 2001 ...
... communal nostalgia are closely intertwined, which evoke not only former epochs but also former selves. Better advertising is born out of a total understanding of all the variables impacting the brand such as new consumer trends, new competition, or new technological breakthroughs (Parameswaran, 2001 ...
Brand Loyalty - Index Copernicus Journals Master List
... value, return on investment, income and profit generated by a brand, and also in qualitative form such as brand esteem, brand imagery, and brand loyalty. ...
... value, return on investment, income and profit generated by a brand, and also in qualitative form such as brand esteem, brand imagery, and brand loyalty. ...
... products categories, and occupy the second and third place in 100 of these categories. Grewal and Levy (2007) encourages further studies on private labels for it provides a direct impact on sales and profitability of the retail sector. One of the main determinants for this growth, pointed out in lit ...
Dove vs. Dior: Extending the Brand Extension Decision
... have an impact on brand extension strategies. For instance, consumers may evaluate the fit between the luxury parent brand and its extension on an abstract and symbolic level, with a focus on non-product related associations, whereas they might evaluate fmcg brands on a concrete, product-related lev ...
... have an impact on brand extension strategies. For instance, consumers may evaluate the fit between the luxury parent brand and its extension on an abstract and symbolic level, with a focus on non-product related associations, whereas they might evaluate fmcg brands on a concrete, product-related lev ...
Fulltext: english, pdf
... But to be a leader in a seafood industry is to know how to build and manage own brand and this is the reason why we decided to analyze theoretical aspects of brand building in seafood industry, whch has a huge growth potential despite the impact of the global economic crisis. In today’s world, brand ...
... But to be a leader in a seafood industry is to know how to build and manage own brand and this is the reason why we decided to analyze theoretical aspects of brand building in seafood industry, whch has a huge growth potential despite the impact of the global economic crisis. In today’s world, brand ...
The Conceptual Model of Brand Response Based on IMC
... which only considered IMC is a synergy “planning” which using various promotion tools including general advertising, direct response, sales promotion, and public relations. It differs from traditional promotion tools which always in separate ways. The core of IMC emphasizes “synergy of various tools ...
... which only considered IMC is a synergy “planning” which using various promotion tools including general advertising, direct response, sales promotion, and public relations. It differs from traditional promotion tools which always in separate ways. The core of IMC emphasizes “synergy of various tools ...