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Consumer-based brand equity

Managing Consumer-Based Brand Equity in Higher Education

Managing Consumer-Based Brand Equity in Higher Education

... Brand equity has been defined by Aaker (1991, 4) as: a set of assets such as name awareness, loyal customers, perceived quality, and associations that are linked to the brand and add equity to ...

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Approaches that affect consumer-based brand equity

Approaches that affect consumer-based brand equity

... of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the ...the consumer-based brand equity dimensions: ...

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The determinants of customers’ trust and perceptions in the fast food industry

The determinants of customers’ trust and perceptions in the fast food industry

... Brand equity is a combination of four important dimensions, namely brand awareness, brand image, perceived quality, and brand ...restaurant brand equity, is quality, ...

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The effects of celebrity endorsement on the consumers’ perceptions towards global brands

The effects of celebrity endorsement on the consumers’ perceptions towards global brands

... belonged. Based on the findings of Kapferer (2012), the next notable phase in the evolution of branding was the era when the market was highly influenced by the early strategies of laundry products ...a ...

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THE INFLUENCE OF MARKET TYPE AND DEMOGRAPHICS ON BRAND LOYALTY: A STUDY AMONG URBAN ROMANIAN CONSUMERS

THE INFLUENCE OF MARKET TYPE AND DEMOGRAPHICS ON BRAND LOYALTY: A STUDY AMONG URBAN ROMANIAN CONSUMERS

... of brand equity, several classical approaches can be identified within the specialized ...conceptualizes brand equity as being a compex system including a set of brand fundamental ...

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CEO sociability: path towards brand equity and brand relationship

CEO sociability: path towards brand equity and brand relationship

... Customer- Based Brand Equity and Consumer-Brand Relationship was ...building brand value will depend on Authenticity and Credibility on the CEO’s behalf, guaranteed with the aid ...

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Brand Equity na perspectiva dos clientes: uma investigação empírica de suas dimensões...

Brand Equity na perspectiva dos clientes: uma investigação empírica de suas dimensões...

... de brand equity baseada no consumidor, desenvolvida por Yoo e Donthu (2001), no contexto ...de brand equity é composta de três dimensões desenvolvidas com base nos estudos de Kevin ...do ...

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A Liderança, o Desempenho Desportivo e a Brand Equity no Futebol Português.

A Liderança, o Desempenho Desportivo e a Brand Equity no Futebol Português.

... forte brand equity significa que os clientes possuem um elevado conhecimento da marca, e mantêm uma imagem favorável da mesma, retendo a ideia de que a marca é de qualidade, apresentando-­‐lhe em troca a ...

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T EE 15 16 Mariana Manso

T EE 15 16 Mariana Manso

... Early in the 90’s, Trade Marketing contemplated each customer as a market and it main purpose was to maximize involvement and profitability in each client individually (Davies, 1993 & Alvarez, 2008). Following, ...

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Building consumer-brand relationship through mobile marketing

Building consumer-brand relationship through mobile marketing

... the consumer, how he will interpret it and have the concern to make it the more interesting as ...the consumer through a travel in his mind, first he answered simple questions to be comfortable, then the ...

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Madalena Cardoso Impacto Patrocínios Desportivos Brand Equity

Madalena Cardoso Impacto Patrocínios Desportivos Brand Equity

... e brand building para ambas as marcas, dando a oportunidade aos cons umidores de juntar o melhor de três mundos num só: Cerveja, Futebol e alta tecnologia de transmissão (Ferreira ...

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Creati ng Customer - Based Brand Equity and Measuring Brand Perception  of Tourists who Travel for Thermal Tourism: Balcova Survey

Creati ng Customer - Based Brand Equity and Measuring Brand Perception of Tourists who Travel for Thermal Tourism: Balcova Survey

... yönelik ise bilgilendirici faaliyetlerin yürütülmesi yararlı olacaktır.Termal tesislerde algılanan kalitenin iyile ş tirilebilmesi için ise; konaklama esnasında turistlerin her [r] ...

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BAR, Braz. Adm. Rev.  vol.6 número2

BAR, Braz. Adm. Rev. vol.6 número2

... of brand are branding and brand equity. Brand is defined by the American Marketing Association [AMA] as “a name, term, design, symbol, a combination of these, or any other feature that ...

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How customer satisfaction changes behavior: A case study of banking industry

How customer satisfaction changes behavior: A case study of banking industry

... The proposed study of this paper designs a questionnaire and distributes it among a sample of 384 bank customers who regularly visit this bank. The sample size was calculated based on Krejcie- Morgan Table and the ...

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OS DESAFIOS DO GERENCIAMENTO DO BRAND EQUITY NO PONTO DE VENDA MESTRADO EM ADMINISTRAÇÃO

OS DESAFIOS DO GERENCIAMENTO DO BRAND EQUITY NO PONTO DE VENDA MESTRADO EM ADMINISTRAÇÃO

... Nas últimas décadas, os consumidores e os fornecedores dos produtos de bens de consumo passaram a estar cada vez mais sob as influências do ambiente onde o processo decisório de compra é realizado, a loja. Por outro ...

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ENGAGEMENT WITH THE FASHION INDUSTRY ON INSTAGRAM ANTONIA SCHNEIDER – 2718

ENGAGEMENT WITH THE FASHION INDUSTRY ON INSTAGRAM ANTONIA SCHNEIDER – 2718

... As previously mentioned, Instagram provides its service primarily via mobile App and therefore the growing importance of mobile consumption is likely to have an impact on the user s’ behavior (Vorderer et al., 2016). ...

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A study on the effect of advertisements on customers' willingness to accept banking services based on modulatory role of brand: A case study of Bank Parsian

A study on the effect of advertisements on customers' willingness to accept banking services based on modulatory role of brand: A case study of Bank Parsian

... where N is the sample size, p 1  q represents the probability, z  / 2 is CDF of normal distribution and finally  is the error term. For our study we assume p  0 . 5 , z  / 2  1 . 96 and e=0.05, the number of ...

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Customização vs Identidade de Marcas de Moda

Customização vs Identidade de Marcas de Moda

... Grande parte do valor patrimonial remetido ao consumidor, mais conhecido por brand equity, interliga a qualidade percebida pelo cliente com as suas associações e forma de c[r] ...

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Dissertação Margarida Gago

Dissertação Margarida Gago

... O nosso estudo tem como base de investigação o valor de uma startup aplicado ao caso Hyelp, empresa no sector das energias renováveis. No entanto, visto a referida empresa estar ainda numa fase embrionária não nos é ...

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