the influence of product type, humour type, brand attitude, and
... between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depi ...
... between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depi ...
Keller Strategic Brand Management
... All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted ...
... All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted ...
niche shaz
... to their marketing communications, readers will find that their consumers will become brand advocates and even brand evangelists, who give personal recommendations, ultimately doing the most important marketing for them. This book strives to clarify how experiential marketing fits within the current m ...
... to their marketing communications, readers will find that their consumers will become brand advocates and even brand evangelists, who give personal recommendations, ultimately doing the most important marketing for them. This book strives to clarify how experiential marketing fits within the current m ...
packaging - Lund University Publications
... branding and advertising began to be used together, the impact was greater than by using them separately. Within this triangle, Belch and Belch (2001 cited in Underwood et al., 2001) note that there is an increasing role of packaging as a form of brand communication, together with a reduction in spe ...
... branding and advertising began to be used together, the impact was greater than by using them separately. Within this triangle, Belch and Belch (2001 cited in Underwood et al., 2001) note that there is an increasing role of packaging as a form of brand communication, together with a reduction in spe ...
STRONG BRANDS – How Brand Strategy and Brand
... used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. Th ...
... used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. Th ...
Can Advertising Creativity Overcome Clutter? Affect, Attention, and
... pressure on advertising budgets. How can advertisers overcome the negative effects of advertising clutter without utilising repetition? Advertisers can avoid the negative effects of advertising clutter by making their advertising messages more easily understood and staying away from complicated mess ...
... pressure on advertising budgets. How can advertisers overcome the negative effects of advertising clutter without utilising repetition? Advertisers can avoid the negative effects of advertising clutter by making their advertising messages more easily understood and staying away from complicated mess ...
Advertising Research Handbook - Dr. Robert Davis (Ph.D) FCIM (UK)
... at the store shelf, when a consumer decides whether to buy one brand over another. The second moment occurs at home, when he or she uses the brand and is delighted or isn’t.” I think there is a third moment of truth for most brands. In many cases it occurs before the store shelf or in-home use exper ...
... at the store shelf, when a consumer decides whether to buy one brand over another. The second moment occurs at home, when he or she uses the brand and is delighted or isn’t.” I think there is a third moment of truth for most brands. In many cases it occurs before the store shelf or in-home use exper ...
User-generated advertising: the effects of consumer
... Second, 25 videos were selected, and a panel of expert judges validated their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet self-completion questionnaire was sent to the University of Birmingham’s Business School students, and 208 usable ...
... Second, 25 videos were selected, and a panel of expert judges validated their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet self-completion questionnaire was sent to the University of Birmingham’s Business School students, and 208 usable ...
Facing Clutter - Stockholm School of Economics
... scenery in it. Still, guided by past experiences of numerous ads promising advantages that the products do not deliver, he decides to dismiss it. Even though he could not have been expected to go directly from seeing the ad to buying a trip, most marketers would have hoped that the ad would make him ...
... scenery in it. Still, guided by past experiences of numerous ads promising advantages that the products do not deliver, he decides to dismiss it. Even though he could not have been expected to go directly from seeing the ad to buying a trip, most marketers would have hoped that the ad would make him ...
The Process: Advertising in Business and Society The first part of the
... communication, and appears in the mass media. It is an advertisement. Exhibit 1.7 also has persuasive intent and appears in mass media outlets, but it is not advertising because it is not paid-for communication. PSAs are important and often strongly imitate their commercial cousins. For example, the ...
... communication, and appears in the mass media. It is an advertisement. Exhibit 1.7 also has persuasive intent and appears in mass media outlets, but it is not advertising because it is not paid-for communication. PSAs are important and often strongly imitate their commercial cousins. For example, the ...
understanding consumer behaviour in the less developed countries
... price sensitive, influenced by family and friends, who lived in urban areas where distribution is extensive and many brands available. However, some interbrand differences were evident. ...
... price sensitive, influenced by family and friends, who lived in urban areas where distribution is extensive and many brands available. However, some interbrand differences were evident. ...
List of References
... particular class, age, income, social status, and with particular orientations to fashion. In plethora of offers, retailer need to work on a number of distinctive features that will make its store special, not only because of the clothes it carries, but also because of the store location and image, ...
... particular class, age, income, social status, and with particular orientations to fashion. In plethora of offers, retailer need to work on a number of distinctive features that will make its store special, not only because of the clothes it carries, but also because of the store location and image, ...
Case Studies on Marketing - Case Catalogue
... and the outcome – a never before choice for business as well as leisure travellers. Forging ahead amid stiff competition and industry growth nearing maturity, hoteliers are constantly thinking of new value innovations. One such innovation gave birth to the no-frills concept, based on a typical Japan ...
... and the outcome – a never before choice for business as well as leisure travellers. Forging ahead amid stiff competition and industry growth nearing maturity, hoteliers are constantly thinking of new value innovations. One such innovation gave birth to the no-frills concept, based on a typical Japan ...
A Successful Marketing Strategy for Nike Inc. The Story Behind and
... Asia countries: Taiwan, China, or Vietnam. Nike could lose more than million dollars business because they do not have effective way to stop those fake products. 1.3.3. Consumer cost As a consumer, Nike always represent high quality and highly reliable. However, the cost will be higher than other br ...
... Asia countries: Taiwan, China, or Vietnam. Nike could lose more than million dollars business because they do not have effective way to stop those fake products. 1.3.3. Consumer cost As a consumer, Nike always represent high quality and highly reliable. However, the cost will be higher than other br ...
Sport Sponsorship as Strategic Communication Parameter
... In order to persuade the ever more advertising-hostile consumer, companies have to be creative in their marketing strategy. In order to create value for their business many companies have in recent years engaged in sports sponsorship for different objectives. Sport sponsorship is gaining market shar ...
... In order to persuade the ever more advertising-hostile consumer, companies have to be creative in their marketing strategy. In order to create value for their business many companies have in recent years engaged in sports sponsorship for different objectives. Sport sponsorship is gaining market shar ...
Exploring the Store with Your Hands
... Marketers have acknowledged the great importance of touch during consumers’ decisionmaking process. However, no one has ever empirically investigated if this holds true even for products whose material properties are not diagnostic for the product performance, such as packaged FMCG. This is a big ga ...
... Marketers have acknowledged the great importance of touch during consumers’ decisionmaking process. However, no one has ever empirically investigated if this holds true even for products whose material properties are not diagnostic for the product performance, such as packaged FMCG. This is a big ga ...
UNIVERSIDAD DE MURCIA
... to as word of mouth (WOM). WOM is considered the most influential and credible information source for consumers (Arndt, 1967; Litvin et al., 2008) having more impact than firm-generated information (Engel et al., 1969; Katz and Lazarsfeld, 1955). The development of the Internet has enabled consumers ...
... to as word of mouth (WOM). WOM is considered the most influential and credible information source for consumers (Arndt, 1967; Litvin et al., 2008) having more impact than firm-generated information (Engel et al., 1969; Katz and Lazarsfeld, 1955). The development of the Internet has enabled consumers ...
Product and Brand Management
... need to determine your product‘s competitive advantages (ie: what sets it apart from its competitors) and then based on this information, decide how to position your offering in the market. Quality, features, design, branding, packaging, labelling and service all affect the way your product is posit ...
... need to determine your product‘s competitive advantages (ie: what sets it apart from its competitors) and then based on this information, decide how to position your offering in the market. Quality, features, design, branding, packaging, labelling and service all affect the way your product is posit ...
2.2. Brand building.
... feature of having a brand is being identified by consumers. Having identity allows customers to differentiate the company from the competition. It helps them assign past experiences, like the consequences of using the product, to specific manufacturer or distributor. What is more, by using brand bui ...
... feature of having a brand is being identified by consumers. Having identity allows customers to differentiate the company from the competition. It helps them assign past experiences, like the consequences of using the product, to specific manufacturer or distributor. What is more, by using brand bui ...
A study of factors affecting a firm`s global brand name strategy
... In the past few years, the importance of global brand names has increased significantly for companies in the global market, global brand names are now considered as a fundamental constituent of the marketing field. The brand name represents a strong impact in the success of a product or service. Als ...
... In the past few years, the importance of global brand names has increased significantly for companies in the global market, global brand names are now considered as a fundamental constituent of the marketing field. The brand name represents a strong impact in the success of a product or service. Als ...
439220 Impact of branding indicators on a company share price Rofhiwa Razwiedani
... Competition and evolving technology have created an environment where companies produce approximately identical products or services, and the only way for these companies to differentiate their products from their competitors’ is through brands (Aaker, 1991). Ghodeswar(2008) also stated that a brand ...
... Competition and evolving technology have created an environment where companies produce approximately identical products or services, and the only way for these companies to differentiate their products from their competitors’ is through brands (Aaker, 1991). Ghodeswar(2008) also stated that a brand ...
Evaluating the Perception of Luxury Brands in Today`s Marketplace
... “In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, wha ...
... “In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, wha ...
Managing Brand Equity
... complex entities, but ultimately they reside in consumers’ minds. Consumers are not passive recipients of marketing activity and consequently branding is not something done to consumers, but rather something customers do things with. Brands can be seen developing through evolutionary stages. At one ...
... complex entities, but ultimately they reside in consumers’ minds. Consumers are not passive recipients of marketing activity and consequently branding is not something done to consumers, but rather something customers do things with. Brands can be seen developing through evolutionary stages. At one ...
it`s all about the song - eThesis - Sibelius
... images and artist brands for the purposes of selling popular music. It seems to be rather common that when examining popular culture and its products, we easily engage ourselves in a discussion about the relationship between art and commercialism, as if they were contradictory forms of existence. Co ...
... images and artist brands for the purposes of selling popular music. It seems to be rather common that when examining popular culture and its products, we easily engage ourselves in a discussion about the relationship between art and commercialism, as if they were contradictory forms of existence. Co ...
Guerrilla Marketing
... presented. Moreover, message design theories, consumer behavior and the indicators chosen to study will be presented. ...
... presented. Moreover, message design theories, consumer behavior and the indicators chosen to study will be presented. ...
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.