this PDF file
... various hierarchical model of advertising appear to concentrate on the learning process: that people will ‘take in’ a certain amount of information which will then, it is hoped by advertisers, encourage them to move up the ladder towards the final step of purchase. The results of consumers’ reaction ...
... various hierarchical model of advertising appear to concentrate on the learning process: that people will ‘take in’ a certain amount of information which will then, it is hoped by advertisers, encourage them to move up the ladder towards the final step of purchase. The results of consumers’ reaction ...
The Development of A Brand Personality Adaption Model : Based on
... From case studies four challenges are declared that (1) preference of brand personality is different by countries, (2) Self-concept is different between countries, (3) there are few measures to evaluate brand personality and (4) brand personality adaptation process aren’t cleared. But there are need ...
... From case studies four challenges are declared that (1) preference of brand personality is different by countries, (2) Self-concept is different between countries, (3) there are few measures to evaluate brand personality and (4) brand personality adaptation process aren’t cleared. But there are need ...
Branding a lifestyle Suvi Anttonen Case: Nike
... of communication such as interactive electronic media. In recent years, branding has become a fundamental part of companies, organizations and even individuals. Brands are everywhere and a part of everyone’s life helping people to perceive value and make difference between similar companies. Emotion ...
... of communication such as interactive electronic media. In recent years, branding has become a fundamental part of companies, organizations and even individuals. Brands are everywhere and a part of everyone’s life helping people to perceive value and make difference between similar companies. Emotion ...
0 - Institute for Brands and Brand Relationships | BBR 2014
... information among academics and practitioners worldwide; (3) to build collaboration and community among academics and practitioners in the brand and brand relationships area; and (4) to build awareness, knowledge ...
... information among academics and practitioners worldwide; (3) to build collaboration and community among academics and practitioners in the brand and brand relationships area; and (4) to build awareness, knowledge ...
The Impact of Distribution Intensity on Brand Preference and Brand
... customer retention, satisfaction has been explored as a key determinant in customers’ decisions to continue or terminate a business relationship (Anderson & Srinivasan, 2003). H4: There is a positive relationship between Satisfaction and Brand Preference. 7.5 Distribution Intensity and Brand Prefere ...
... customer retention, satisfaction has been explored as a key determinant in customers’ decisions to continue or terminate a business relationship (Anderson & Srinivasan, 2003). H4: There is a positive relationship between Satisfaction and Brand Preference. 7.5 Distribution Intensity and Brand Prefere ...
the importance of advertising slogans and their proper designing in
... statements seemed more complicated) through applying particle beside main verb vs. separating them from each other. The researchers have discovered that participants’ perception of advertising slogans was not affected by the skill but their recognition (choosing from a list) in simple structures i. ...
... statements seemed more complicated) through applying particle beside main verb vs. separating them from each other. The researchers have discovered that participants’ perception of advertising slogans was not affected by the skill but their recognition (choosing from a list) in simple structures i. ...
Impact of Advertising and Price Promotions on Brand Equity in
... across product categories. Hence, this paper examines the effect of perceived advertising spending and price promotion on brand equity across experience goods/services. Bank, Fast Food Restaurants, Mobile Service Provider were chosen as experience products, since their quality is difficult to judge ...
... across product categories. Hence, this paper examines the effect of perceived advertising spending and price promotion on brand equity across experience goods/services. Bank, Fast Food Restaurants, Mobile Service Provider were chosen as experience products, since their quality is difficult to judge ...
design and formulation of branding strategy selection model in
... department, but depends on the whole company, from the Chief Executive to anyone who has contact with the customers. Brand building needs to be undertaken from the bottom up and involves a profound analysis of every aspect of the interaction between the customer and the company (8). Branding has eme ...
... department, but depends on the whole company, from the Chief Executive to anyone who has contact with the customers. Brand building needs to be undertaken from the bottom up and involves a profound analysis of every aspect of the interaction between the customer and the company (8). Branding has eme ...
What is a brand? A Perspective on Brand Meaning
... association; culture represents a set of values; reflection represents customer’s view of the brand and self-Image represents internal mirror of customer as user of brand. Whilst some of these elements overlap with other definitions (e.g. personality and image), Kapferer’s contribution is to stress ...
... association; culture represents a set of values; reflection represents customer’s view of the brand and self-Image represents internal mirror of customer as user of brand. Whilst some of these elements overlap with other definitions (e.g. personality and image), Kapferer’s contribution is to stress ...
Valuing Brands and Brand Equity: Methods and Processes
... Branding as a concept has been around for many years now. Brands help identify and differentiate the goods and services of one organization from those of another. From a customer`s point of view, brands simplify shopping, aid in the processing of information about products, and makes them feel confi ...
... Branding as a concept has been around for many years now. Brands help identify and differentiate the goods and services of one organization from those of another. From a customer`s point of view, brands simplify shopping, aid in the processing of information about products, and makes them feel confi ...
Factors That Determine Brand Loyalty: The Case of Toothpaste
... ■In i .ii>n processes that influence what consumers buy Theories of consumer behavior have been repeatedly linked to managerial decisions involving development and launching o f new products, segmentation, tim ing o f market entry, and brand management Subsequently, the issue o f brand loyalty has ...
... ■In i .ii>n processes that influence what consumers buy Theories of consumer behavior have been repeatedly linked to managerial decisions involving development and launching o f new products, segmentation, tim ing o f market entry, and brand management Subsequently, the issue o f brand loyalty has ...
JULIUS CAESAR - bibsys brage
... 1.3 JC’s Business Objectives in the UK market JC is a successful brand in Norway, but has not expanded abroad as of yet. After dialogs with JC through our designated contact, David Strømman Nedal, an understanding of the company’s wishes regarding exporting to the UK have developed. According to JC ...
... 1.3 JC’s Business Objectives in the UK market JC is a successful brand in Norway, but has not expanded abroad as of yet. After dialogs with JC through our designated contact, David Strømman Nedal, an understanding of the company’s wishes regarding exporting to the UK have developed. According to JC ...
A24_09 Rosaria Pereira - Politécnico de Leiria
... marketing by the hand of Rorty, in 1976, “to compare the Old Gold cigarette brand to an anonymous, unbranded, and presumably inferior product” (Stern, 2006, p. 219). When analyzing the literature about ‘brand’, it can be argued that this term, being mainly used in mass marketing and consumer relatio ...
... marketing by the hand of Rorty, in 1976, “to compare the Old Gold cigarette brand to an anonymous, unbranded, and presumably inferior product” (Stern, 2006, p. 219). When analyzing the literature about ‘brand’, it can be argued that this term, being mainly used in mass marketing and consumer relatio ...
Full Text
... competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketi ...
... competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketi ...
Building brand identity in competitive markets: a conceptual model
... markets and new products. Core identity broadly focuses on product attributes, service, user profile, store ambience and product performance. Extended identity is woven around brand identity elements organized into cohesive and meaningful groups that provide brand texture and completeness, and focus ...
... markets and new products. Core identity broadly focuses on product attributes, service, user profile, store ambience and product performance. Extended identity is woven around brand identity elements organized into cohesive and meaningful groups that provide brand texture and completeness, and focus ...
ADBM - Sanjeev Institute of Planning and Management
... only fulfils the legal requirements, but it also makes a good sense, if the sponsor doesn't do so, the audience may believe that the ad is for any competitor's product, thus wasting all the time and money in making and placing the ad. Objectives of Advertising The real objective of advertising is ef ...
... only fulfils the legal requirements, but it also makes a good sense, if the sponsor doesn't do so, the audience may believe that the ad is for any competitor's product, thus wasting all the time and money in making and placing the ad. Objectives of Advertising The real objective of advertising is ef ...
Brand Loyalty - Index Copernicus Journals Master List
... a) Even satisfied customers switch brands. The reason may be brand indifference or conviction that another brand equally or even better responds to customer needs. b) Unsatisfied customers may stay loyal because it is their belief there is no better alternative on the market or making the decision r ...
... a) Even satisfied customers switch brands. The reason may be brand indifference or conviction that another brand equally or even better responds to customer needs. b) Unsatisfied customers may stay loyal because it is their belief there is no better alternative on the market or making the decision r ...
strategic considerations in brand analysis using the gain brand as
... sunflower, sunshine, icy fresh, ocean escape, apple mango, lavender, original scents and a host of many other odors (gainlaundrydetergent.com, 2013). The above packages are only few of the various packages of the Gain brand in terms of product offerings, as Proctor & Gamble packages the gain in seve ...
... sunflower, sunshine, icy fresh, ocean escape, apple mango, lavender, original scents and a host of many other odors (gainlaundrydetergent.com, 2013). The above packages are only few of the various packages of the Gain brand in terms of product offerings, as Proctor & Gamble packages the gain in seve ...
Luxury Brand Personality Traits
... who have a deep understanding about luxury brands and their specific meanings. They were selected based on two criteria: At first, they had to be millionaires (defined as individuals with a net worth of at least one million euros). The study of Dubois and Duquesne (1993, p. 42) indicates that wealth ...
... who have a deep understanding about luxury brands and their specific meanings. They were selected based on two criteria: At first, they had to be millionaires (defined as individuals with a net worth of at least one million euros). The study of Dubois and Duquesne (1993, p. 42) indicates that wealth ...
Standardize or Adapt? Building a Successful Brand in the Fashion
... and discussed simultaneously. Lastly, conclusion and managerial implications are presented, followed by suggestions for further research. ...
... and discussed simultaneously. Lastly, conclusion and managerial implications are presented, followed by suggestions for further research. ...
... Brand equity refers to obtaining a premium price for a brand, compared to that which would be obtained if the product or service was not identified by a brand (AAKER, 1991; KELLER, 1993; AAKER; BREL, 1993). Brands, according to Rumelt, Schendel and Teece (1991), are parts of the strategic assets res ...
Perception of Destination Branding Measures: A Case Study
... Destination image has a key role for tourism marketers. Several researchers (e. g. Mayo and Jarvis 1981; Woodside and Lysonski 1989) have illustrated that destination image and tourists’ purchase decisions are positively correlated; this is an important issue in an individual’s travel purchase relat ...
... Destination image has a key role for tourism marketers. Several researchers (e. g. Mayo and Jarvis 1981; Woodside and Lysonski 1989) have illustrated that destination image and tourists’ purchase decisions are positively correlated; this is an important issue in an individual’s travel purchase relat ...
Before the Campaign: Preconditions for Successful City Branding
... In recent years a shift towards branding is evident as much in the practice of place marketing as in academic literature (Anholt 2006; Kavaratzis and Ashworth 2005; Hankinson 2004). Slogans such as “Basel beats differently”, “Edinburgh: Inspiring Capital” or “Leeds: Live It Love It” are increasingly ...
... In recent years a shift towards branding is evident as much in the practice of place marketing as in academic literature (Anholt 2006; Kavaratzis and Ashworth 2005; Hankinson 2004). Slogans such as “Basel beats differently”, “Edinburgh: Inspiring Capital” or “Leeds: Live It Love It” are increasingly ...
The concept of brand equity - Munich Personal RePEc Archive
... style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations differ. Associations can be critical factors in differentiating and ...
... style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations differ. Associations can be critical factors in differentiating and ...
Document Version - Kent Academic Repository
... Zineldin, 2000), technological innovations (Lung, 2001) and growing competition (Knox, 2004) have forced marketeers to be innovative in their marketing approaches for sustaining their position in todayÕs fiercely competitive business world (Luo et al., 2005). It has been assessed and measured in com ...
... Zineldin, 2000), technological innovations (Lung, 2001) and growing competition (Knox, 2004) have forced marketeers to be innovative in their marketing approaches for sustaining their position in todayÕs fiercely competitive business world (Luo et al., 2005). It has been assessed and measured in com ...
Celebrity branding
Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity.