Brand equity and management
INVESTIGATING THE ROLE OF ELECTRONIC CUSTOMER RELATION MANAGEMENT ON BRAND EQUITY AND THE MEDIATOR EFFECT OF MENTAL IMAGE AND CUSTOMER SATISFACTION ON IT
... its brand-specific value in the ...on brand equity by mediating customer satisfaction on brand equity, it was found that the relationship is positive and ...the brand ...
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Impact of Innovation on the Relationship between Customer Relationship Management and Brand Equity in the Medical Tourism of Jordan
... customer-based brand equity, the aim of this study, Aaker (1991) defined brand equity as “a set of brand assets and liabilities linked to a brand, its name and symbol, that add ...
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The strategic management of brand equity in emerging markets
... well-established brand is viewed as an essential ...their brand effectively in new emerging ...the brand literature to develop a finer-grained understanding of the antecedent factors associated with ...
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UK hotel industry brand equity : Its meaning and uses for brand management
... through brand expansion programmes; increase ‘market power’ in dealing with travel wholesalers, incentive packagers, and other distribution channel members; act as a competitive barrier to other companies looking ...
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MEASURING CUSTOMER-BASED BRAND EQUITY IN GHANAIAN TERTIARY EDUCATION: A STUDY OF SELECTED PRIVATE UNIVERSITIES
... Although brand management is receiving increased academic investigation worldwide, to date there has not been any study with regards to branding of HE institutions in the Ghanaian context, as Goi (2013) ...
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Brand Equity Analysis: A Case Of Selected Firms In Indian Fibre Cement Sheets Industry
... high brand equity results higher customer satisfaction which drives high prices and elevates organizational ...their brand story by employing brand equity surveys, enabling corrective ...
9
Index Terms - Brand equity, Marketing Mix Elements, FMCG, UAE, Structural Equation Modeling, Brand Awareness, Brand
... rand equity (BE) is a key concept in brand ...and management is a subject of various books, articles and ...a brand. The valuation of a brand can be done in financial terms and consumer ...
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Export to expand : a conceptual examination of branding as a deterministic parameter in export performance
... performance has been overlooked. Particularly when considering branding in the context of business-to-business (B2B), there is a complete absence of international B2B branding research (Mudambi, 2002; Van Riel et. al. ...
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Factors affecting on brand equity
... Brand equity, a measure of the overall value of a brand (Keller, 1998), is a key concept in brand ...management. Brand equity identified as a valuable source of ...
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Effect of National Brand Equity on Export
... Interior Designer, Interior assembly - the country producing the parts is the country which tests its effects on several measures of product quality (design, comparison, specifications, and production). Researches in ...
7
MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL
... Brand equity regarded as a key marker of a healthy brand is explored intensively by both researchers and practitioners as a dynamic contributor in effective brand ...management. ...
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Volume III Issue III 2017 AN INSIGHT INTO PERCEIVED QUALITY, BRAND IMAGE AND BRAND LOYALTY OF MCDONALDS AND PIZZA HUT.
... A brand association is “anything linked in memory to a brand” (Aaker, 1991, ...109). Brand associations may be seen in all forms and reflect characteristics of the product or aspects independent of ...
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The Comparison Between Dettol And Lifebuoy Brand In Term Of Brand Equity Based On Customer Perspectives In Malacca
... popular brand rather than inspecting the ...this, brand is used to identify the ...a brand for a product or services requires a great deal of time, management, money, promotion, packaging, ...
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Physical Environment as a Key Success Factor for Building Strong Brand Equity: A Study on Restaurant Industry
... Therefore, brand names influence the way in which consumers perceive a particular product or service, and may lead them to create certain impressions or images about the manufacturing brand (Keller, ...
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Title: Elements of Brand Equity of QMobile: A Review Paper
... and brand equity in the retail market of Australia using 601 ...of brand equity used in the ...better brand equity can only be developed by satisfying the customers in accordance ...
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Raw Materials Inventories with Cost Economics Theory
... consumers’ brand affect plays a significant role between company and consumer relation- ...of brand affect (Berry & Parasuraman, 1991) and brand affect causes consumers’ brand loyalty ...
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Sales promotions and point of sales materials, does it work of not? : To what extent does advertising on the shopping floor influence the (negative) effects of sales promotions on customer brand equity?
... Shopper marketing is a marketing strategy that targets customers when they are in the role of a shopper (Shankar, Inman, Mantrala, Kelley & Rizley, 2011). A frequently used definition is formulated by Shankar (2011): ...
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Marketing College Sports Teams – A Portfolio Approach
... Jack thought that as an example application of portfolio theory (and brand equity) to collegiate sports programs, a 3 tiered approach might be used. Tier 1 would be the largest of the state-supported ...
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Volume 08 Issue 05 (2019) Sep.-Oct. 2019
... parameters brand loyalty, perceived quality, brand awareness, brand association, overall brand equity, attitude, purchasing intention and finally the demographic ...
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The impact of editorials versus advertorials on brand equity
... of brand awareness of Keller (1993) was ...that brand awareness consists of brand recall and brand ...of brand awareness according to Aaker (1996). As previously mentioned, brand ...
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