LITERATURE REVIEW: BRAND EQUITY
... increasingly widespread (Kapferer 2008). Brands are able to stay on the market in the long term until products transform or disappear (Kapferer 2008); that is why it is worth investing in developing brands. Owing to Aaker’s publications at the beginning of the nineties (1991), there has been a growi ...
... increasingly widespread (Kapferer 2008). Brands are able to stay on the market in the long term until products transform or disappear (Kapferer 2008); that is why it is worth investing in developing brands. Owing to Aaker’s publications at the beginning of the nineties (1991), there has been a growi ...
this PDF file - International Journal of Social Sciences
... Armstrong & Kotler (1999,p.404), the marketing ‘Buyer-Readiness’ Stages which starts from the Awareness-Knowledge- Liking- Preference- Conviction and Purchase could be used as a pointer where most times, customer often halt at the preference stage that is they only retain absolute interest and passi ...
... Armstrong & Kotler (1999,p.404), the marketing ‘Buyer-Readiness’ Stages which starts from the Awareness-Knowledge- Liking- Preference- Conviction and Purchase could be used as a pointer where most times, customer often halt at the preference stage that is they only retain absolute interest and passi ...
Integrated Marketing Communication in Building
... It considers how the level of intricacy in IMC strategies leads marketers to measure result by designing new ways. According to Linton, there are different elements of IMC; these elements are media, message consistency, design consistency, reinforcement and sales alignment. Media is used to perform ...
... It considers how the level of intricacy in IMC strategies leads marketers to measure result by designing new ways. According to Linton, there are different elements of IMC; these elements are media, message consistency, design consistency, reinforcement and sales alignment. Media is used to perform ...
Low Involvement Processing
... more precisely, end up being seen by the consumer as offering these benefits whether or not they do), which is why it is product not brand information. This is one of the reasons why we said at the beginning that the choice of a brand of tuna is not a 'big' question for the consumer. As we illustrat ...
... more precisely, end up being seen by the consumer as offering these benefits whether or not they do), which is why it is product not brand information. This is one of the reasons why we said at the beginning that the choice of a brand of tuna is not a 'big' question for the consumer. As we illustrat ...
Brand Laddering
... not shown in the figure above, these means-end chains can be conflicting. This means that some attributes can lead to both positive and negative ends. Consumers who engage in this line of means-end chain may have difficulty making purchase decisions. Identifying Consumers' Means-End Chains The best ...
... not shown in the figure above, these means-end chains can be conflicting. This means that some attributes can lead to both positive and negative ends. Consumers who engage in this line of means-end chain may have difficulty making purchase decisions. Identifying Consumers' Means-End Chains The best ...
“An Empirical Investigation of the Product`s Package as an
... (12%). These results could explain the frequent use of red in advertising and product design (Marlboro, Ferrari, Coca-Cola). Moreover, through their meanings, symbolism and personality, colors may influence/explain consumer behavior. For example, red is a dynamic and exciting color whereas blue is c ...
... (12%). These results could explain the frequent use of red in advertising and product design (Marlboro, Ferrari, Coca-Cola). Moreover, through their meanings, symbolism and personality, colors may influence/explain consumer behavior. For example, red is a dynamic and exciting color whereas blue is c ...
Brand authentication: creating and maintaining brand auras
... participant observation also provided valuable insights. Findings – The paper evaluates the validity of Beverland’s six attributes of authenticity to the brand considered in this research. The results show that three of the attributes are more significant in the case considered here: stylistic consi ...
... participant observation also provided valuable insights. Findings – The paper evaluates the validity of Beverland’s six attributes of authenticity to the brand considered in this research. The results show that three of the attributes are more significant in the case considered here: stylistic consi ...
it`s alive inside! a note on the prevalence of personification
... very understanding of the world is reliant on figurative thinking. Metaphors are both unavoidable and invaluable. They are the bits, the bytes, the binary code of the imagination and the crucible of today’s Creative Economy (Durgee and Chen, ; Hirschman, ; Howkins, ). According to Lakoff ...
... very understanding of the world is reliant on figurative thinking. Metaphors are both unavoidable and invaluable. They are the bits, the bytes, the binary code of the imagination and the crucible of today’s Creative Economy (Durgee and Chen, ; Hirschman, ; Howkins, ). According to Lakoff ...
a brand triangle model to avoid branding
... relational exchanges between the organisation and its stakeholders (Balmer & Gray, 2003), starting with the most internal ones, the employees (Chernatony, 2001). And then, being aware that ultimately the life of a brand is consolidated in a network of relational exchanges carried out in its name by ...
... relational exchanges between the organisation and its stakeholders (Balmer & Gray, 2003), starting with the most internal ones, the employees (Chernatony, 2001). And then, being aware that ultimately the life of a brand is consolidated in a network of relational exchanges carried out in its name by ...
some aspects regarding the importance of point of purchase
... rebates, premiums, sampling, combination offers, contests, sweepstakes a.s.o. A successful integrated marketing campaign may include several of these techniques along with media advertising, public relation, publicity and direct marketing. Thus, point of purchase communications must reflect what con ...
... rebates, premiums, sampling, combination offers, contests, sweepstakes a.s.o. A successful integrated marketing campaign may include several of these techniques along with media advertising, public relation, publicity and direct marketing. Thus, point of purchase communications must reflect what con ...
7 key influencer marketing strategies for food brands
... KEY 4: GET CREATIVE AND TAKE SOME CHANCES Food brands seem to take more chances when it comes to influencer marketing. While blunders abound, don’t seem to be afraid of the high-risk, high-reward model. For example, Lays launched a hugely successful social media campaign where they asked fans and i ...
... KEY 4: GET CREATIVE AND TAKE SOME CHANCES Food brands seem to take more chances when it comes to influencer marketing. While blunders abound, don’t seem to be afraid of the high-risk, high-reward model. For example, Lays launched a hugely successful social media campaign where they asked fans and i ...
Determinant Attributes of City Brand Personality That
... Malaysian context. Based on Aaker (1997), Brand Personality Scale (BPS), the study adjusted the scale used in the Bandar Melaka for strategic communication. The study approaches the issues from several perspectives including the marketing, tourism, strategic management and human communication in Ban ...
... Malaysian context. Based on Aaker (1997), Brand Personality Scale (BPS), the study adjusted the scale used in the Bandar Melaka for strategic communication. The study approaches the issues from several perspectives including the marketing, tourism, strategic management and human communication in Ban ...
The Effect of Corporate Societal Marketing on Consumer
... participating in a CRM campaign. A logical association between the business and nonprofit brands can reduce the chance of the alliance being regarded with scepticism (Webb and Mohr, 1998). If consumers perceive the firm’s motivations positively, that attribution may then favourably affect their atti ...
... participating in a CRM campaign. A logical association between the business and nonprofit brands can reduce the chance of the alliance being regarded with scepticism (Webb and Mohr, 1998). If consumers perceive the firm’s motivations positively, that attribution may then favourably affect their atti ...
“arts for ad sake”: advertising language as literary language in
... a thematic campaign or schematic advertising message. It should be noted that, our understanding of advertising copy in this paper focusses more on pay-off lines for the simple fact that, generally, this is the line that captures the essence of a brand or the ultimate aspiration of a campaign. In ad ...
... a thematic campaign or schematic advertising message. It should be noted that, our understanding of advertising copy in this paper focusses more on pay-off lines for the simple fact that, generally, this is the line that captures the essence of a brand or the ultimate aspiration of a campaign. In ad ...
brand management in small and medium enterprise
... survival rate of the small firm is much larger than those committing to their old habits of marketing. Berryman (1993) recognized marketing management as the fundamental internal factor that supports and sustains the survival of the company. Many owner-managers implied their company was dependent la ...
... survival rate of the small firm is much larger than those committing to their old habits of marketing. Berryman (1993) recognized marketing management as the fundamental internal factor that supports and sustains the survival of the company. Many owner-managers implied their company was dependent la ...
Sales Promotion, Events, and Sponsorships
... (Cause-related marketing or point-of-purchase politics) ...
... (Cause-related marketing or point-of-purchase politics) ...
09304092
... This report analyses the marketing strategies of the Aarong. Aarong is one of the most renowned fashion enterprises in our country. This report has covered almost all the strategies of Aarong for marketing its product. It also includes a brief profile of the enterprise. To know the strategy of the e ...
... This report analyses the marketing strategies of the Aarong. Aarong is one of the most renowned fashion enterprises in our country. This report has covered almost all the strategies of Aarong for marketing its product. It also includes a brief profile of the enterprise. To know the strategy of the e ...
Advertising Reading – Are Ads Really that Important
... lean toward the more cost-effective choice,” she says. If budget constraints prohibit a company from choosing name-brand promotional apparel, should it just forget about apparel altogether? Buyers answered this question with an overwhelming “absolutely not!” “Apparel is a large part of branding a co ...
... lean toward the more cost-effective choice,” she says. If budget constraints prohibit a company from choosing name-brand promotional apparel, should it just forget about apparel altogether? Buyers answered this question with an overwhelming “absolutely not!” “Apparel is a large part of branding a co ...
this PDF file - Open Journal Systems
... ensures the survival and growth of the company. Sometimes they are required to replace products that have reached the final stage of its life cycle, however it is not easy to define what is a new product. It may be similar to existing products, but with a different brand or a new package to existing ...
... ensures the survival and growth of the company. Sometimes they are required to replace products that have reached the final stage of its life cycle, however it is not easy to define what is a new product. It may be similar to existing products, but with a different brand or a new package to existing ...
A CONCEPTUAL ANALYSIS OF BRAND LOYALTY AS CORE
... Concluding, brand loyalty is both an input and an output of brand equity and it is both influenced by and influences the other descriptive dimensions of brand equity. Nevertheless, brand loyalty is qualitatively different from other major dimensions of brand equity, being stronger related to the us ...
... Concluding, brand loyalty is both an input and an output of brand equity and it is both influenced by and influences the other descriptive dimensions of brand equity. Nevertheless, brand loyalty is qualitatively different from other major dimensions of brand equity, being stronger related to the us ...
Building marketing capabilities for growth
... if they’re not equipped with the basics. Then come the skills that give them the confidence to use those tools to get the job done. This is followed by having a clear role on a team—and the feeling of belonging and security that comes with fitting into a defined ...
... if they’re not equipped with the basics. Then come the skills that give them the confidence to use those tools to get the job done. This is followed by having a clear role on a team—and the feeling of belonging and security that comes with fitting into a defined ...
Paris Hilton, Kardashians, and Large Brands
... of the niche brands as separate categories, that is, “clothing lines” as one category and “clothing lines that cater only to tall people not catered to by other clothing lines” as another category. The second possible exception is a brand with very high penetration but very low repeat purchase rate. ...
... of the niche brands as separate categories, that is, “clothing lines” as one category and “clothing lines that cater only to tall people not catered to by other clothing lines” as another category. The second possible exception is a brand with very high penetration but very low repeat purchase rate. ...
Me: “Okay, let`s get serious then, how about $1500.”
... misunderstood. Some scholars such as Dr. Byron Sharp of the Ehrenberg-Bass Institute don’t think it’s reasonable to assume we can affect brand loyalty. In fact, many don’t believe building loyalty is the purpose of marketing at all. Yes, loyalty is on the decline, but this does not mean that it’s ou ...
... misunderstood. Some scholars such as Dr. Byron Sharp of the Ehrenberg-Bass Institute don’t think it’s reasonable to assume we can affect brand loyalty. In fact, many don’t believe building loyalty is the purpose of marketing at all. Yes, loyalty is on the decline, but this does not mean that it’s ou ...
Full Text - Integrated Publishing Association
... opportunity to the world at large. Consumer attitude towards various marketing actions are important information for successful marketing operations. When designing policy aimed at influencing the purchase and use of households’ appliances, such as washing machines and refrigerators, it must be cons ...
... opportunity to the world at large. Consumer attitude towards various marketing actions are important information for successful marketing operations. When designing policy aimed at influencing the purchase and use of households’ appliances, such as washing machines and refrigerators, it must be cons ...