Employee Based Brand Equity
Purpose – Based on the recent call to uncover the dynamics of employee
... Employee brand equity is the third perspective of brand ...on brand equity only focused on the consumer and financial sides (Houreld, 2015; King & Grace, ...of ...
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Brand sensuality and consumer-based brand equity
... A large body of consumer sensory processing research demonstrates that sensory cues affect behaviour and mood positively. In an interpersonal touch context (a bookstore, a restaurant and a supermarket), Hornick (1992) ...
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Rev. adm. empres. vol.54 número3
... developing brand trust, brand eq- uity, image and awareness (Han & Jeong, 2013; Wirtz, Den Amb- tman, Bloemer, Horváth, Ramaseshan, Van de Klundert, 2013; He & Li, 2011; Kuenzel & Halliday, ...
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IMPACTO DO WEBSITE NO BRAND EQUITY DE UMA EMPRESA JOÃO LUÍS FERNANDES SIMÕES
... “o brand equity é o efeito diferencial que o conhecimento desta tem sobre a resposta do consumidor ao marketing da marca em ...o brand equity como o reflexo do consumidor e uma mentalização ...
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Visual Merchandising Influence on Fashion Brands’ Equity – Consumer Perspective Vera Lúcia Madeira da Piedade, 2508
... selected brand was Zara (59%), next to Primark (26%) and Bershka (15%) (Appendix ...the brand chosen by the respondents would give the same results as any other ...a brand”) (see Appendix ...
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As Determinantes da Brand Equity no Contexto do Grande Consumo.
... A regressão foi estimada pelo método dos mínimos quadrados (minimiza os erros entre os valores observados e os propostos pelo modelo) e utilizou-se o método Stepwise (inclui as variáveis uma a uma, de acordo com a ...
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How to achieve a profitable brand expansion of 24 kitchen in Portugal
... a brand expansion of 24 Kitchen in new contexts, it is fundamental to build a strong brand equity by focusing on creating additional “customer ...value”. Brand equity is the added value ...
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How brand personality, brand identification and service quality influence service brand equity
... Brand equity has been a frequent research topic in marketing with seminal works of Farquhar (1989), Keller (1993) and Aaker ...of brand equity is often related to the Farquhar’s approach ...
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A força da marca na decisão de compra de sandálias masculinas: um estudo exploratório
... fascinante campo do estudo da marca e do comportamento do consumidor.. David A .Managing brand equity: capitalizing on the value of a brand name. Consumer behavior and [r] ...
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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 effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity
... and brand loyalty in building Internet banking brand ...Internet brand equity and brand loyalty could have a dual ...bank's brand is important to achieve good Internet banking ...
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CEO sociability: path towards brand equity and brand relationship
... company based on its performance and results, as in others trust and identification are earned by human ...main brand advocate - a good example is TAP, the Portuguese airline company, that has grown ...
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T EE 15 16 Mariana Manso
... Before 1920 "a good product sells itself ". The biggest concern was about the design and production of goods and services, dismissing the relationship with consumers (Boone & Kurtz, 2006). Everything that was ...
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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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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
... services based on modulatory role of ...between brand advertisement and associate name and brand ...between brand advertisement and customer loyalty towards to ...between brand ...
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A Liderança, o Desempenho Desportivo e a Brand Equity no Futebol Português.
... o Brand Equity) em período de conjuntura económica desfavorável, fazem deste estudo um caso excepcional, que poderá servir como inspiração para outras organizações desportivas e outras ...
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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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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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O papel da comunicação integrada de marketing na construção de valor para uma marca
... Kuat brand in Rio de Janeiro ...out, based on qualitative method and exploratory interviews as there are no previous studies on this topic in ...build brand personality using a defined process for ...
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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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