brand management
Improving business performance through brand management practice
... strong brand and good implementation of brand management, and their inluence on inancial ...of brand management on brand performance or customer-based brand equity (CBBE) ...
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Marketing strategy of brand management Маркетинговая стратегия бренд-менеджмента
... 7. aaker J. Consumption Symbols as Carriers of Culture: a Study of Japanese and Spanish Brand Personality Constructs / J. aaker, V. Benet-martinez, J. G. Berrocal // Journal of Personality and Psychology. – 2001. ...
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ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING
... internal brand management refers to the extent to which the brand is recognized, accepted, internalized and implemented by the ...Internal brand management must start from the new ...
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THE EFFECT OF BRAND HERITAGE ON CONSUMER-BRAND RELATIONSHIPS
... integrating brand heritage as a mechanism that determines whether a brand entices, enables or enriches the ...the brand heritage literature by demonstrating the mechanisms by which consumers process ...
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The effects of celebrity endorsement on the consumers’ perceptions towards global brands
... strategic brand management looks for various tactics which would help raise sales, while also enhancing popularity and profit to the company itself (Wheeler, ...its brand equity by a 43 percent rise ...
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An exploration study on factors influencing Iranian food industry
... that brand trust was achieved through the following dimensions such as various brand experiences and the search for information, a high level of brand familiarity, and customer satisfaction based on ...
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Brand worlds
... investigate brand worlds as an instrument of branding, employing experiential marketing techniques, in the B2B ...of brand worlds ...B2B brand worlds as a valuable alternative and complementation to ...
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An exploratory study of brand success: evidence from the food industry
... differentiation, brand knowledge and ...on brand value and consumers’ perception about the quality of the brand ...drives brand success in the ...applied brand strategy, testing both ...
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Rev. adm. empres. vol.54 número3
... on brand loyalty, brand image, and brand awareness. Brand awareness and brand image also, as hypothesized, inluenced brand loy- alty ...on brand management because ...
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Key determinants of managing the marketing asset of global companies
... asset management efficiency between these ...and management of the customer ...of brand management and enhancement of the company reputation is carried out at an accelerated ...
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Analysis of Brand Resonance Amongst Young Consumers with Reference to Select Product Categories
... display, brand loyalty or other variables related to the consumer like his income (Lambin, ...more brand choices and hence base their behavior on their ...the brand (Khan, ...more brand ...
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Line extension influence on brand image: a study on the alcoholic beverage market in Brazil
... existing brand (Ourusoff et ...between brand extensions and line ...a brand extension relates to the use of an existing brand name to introduce products in a product segment which is new to ...
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BBR, Braz. Bus. Rev. vol.14 número3
... and brand love constructs, the invariance test was signiicant, with value ∆χ²= ...and brand love, t he value of ∆χ² was ...between brand and behavioral loyalty, the invariance test was signiicant ...
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The effect of corporate brand reputation on brand attachment and brand loyalty: automobile sector
... a brand in a way that the brand confers strong feelings to its customers, like being part of his daily life, thus being an extension of the ...self. Brand attachment is characterized by strong ...
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In-School CSR and its impact on Brand Image, Brand Identification and Brand Reputation: the moderator effect of Brand Familiarity, Product Involvement and Cause- Brand Fit
... In addition, research has found product involvement as a moderator of CSR’s impact on product and company evaluations (Zhou et al., 2012). Making use of the accessibility-diagnosticity framework (Feldman and Lynch,1988), ...
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Dissertação Mestrado Felix Dietrich 214015
... Chang, Newell, and Salmon (2009) established a typology consisting of three categories — serendipitous, opportunistic, and planned—to describe the manner in which brands and products are inserted into content. ...
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The impact of social identity of brand on brand loyalty development
... of brand in business ...the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy ...between brand and loyalty and a ...
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How customer satisfaction changes behavior: A case study of banking industry
... According Lees et al. (2007), losing customers to another bank have worried bank executives. Detecting the reasons why customers switch banks helps many executives plan their customer retention including customer ...
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David Haigh, CEO, Brand Finance plc
... total brand value of $327 ...each brand within the portfolio, and analysing what drives that value will help those companies to make the difficult decisions as to which brand architecture strategy ...
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