[PDF] Top 20 Brand Equity: A Probabilistic Approach on Brand Preference
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Brand Equity: A Probabilistic Approach on Brand Preference
... of brand equity and define Global Brand Equity (GBE) as the product of the brand’s net earnings and a brand multiple based on brand ...brand equity. However, ... See full document
86
CUSTOMER-BASED BRAND EQUITY DA MARCA COLOURS CLUB
... customer-based brand equity (CBBE) approach to analyze the way women’s fashion customers see the brand Colours Club, a store located in Lages, state of Santa Catarina, ...new brand, ... See full document
66
Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
... based on the customer-based brand equity concept ...of brand strength and brand ...financial-based approach (as used by us in this paper) suggests that innovation and ... See full document
24
The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity
... . To determinate convergent validity, we compute the average variance of variables extracted by constructs (AVE), which should be at least 0.5, and to assess discriminant validity we follow the rule that the square root ... See full document
20
Do Private Labels Build Retailer Brand Equity? An Empirical Approach
... retailers brand equity will be used, namely, the Yoo & Donthu (2001) and the Pappu & Quester (2006) ...industry, on the basis of an extensive literature review, and in-depth interviews with ... See full document
7
Brand sensuality and consumer-based brand equity
... Research on consumer sensory processing shows that sensory cues enhance the product and atmospherics experience, increase preferences for a given product and purchase likelihood, lead to greater confidence in ... See full document
149
O impacto da qualidade de serviço em loja no overall brand equity
... em experiências de utilização, incluindo participação, observação e serviços” (Yoon & Park, 2018, p.112). Este constructo, para além de provocar a intenção do cliente voltar à loja, também origina uma benéfica imagem ... See full document
106
Brand equity na escolha de vídeos no Youtube: um estudo de eyetracking
... No que toca à relação entre o consumidor e a marca, esta também influencia a visualização do anúncio de vídeo. Quanto melhor a qualidade da relação entre estes, maior a probabilidade do indivíduo visualizar o vídeo ... See full document
96
THE EFFECT OF BRAND HERITAGE ON CONSUMER-BRAND RELATIONSHIPS
... how brand heritage influences the relations between consumers and brands, this research aims to test this construct as a determinant of the self-reinforcing elements (enticing, enabling, and enriching the self) ... See full document
9
Understanding brand equity on financial services: a study on the Portuguese banking sector
... valuable brand, which ultimately will impact on customers’ consumer habits and on the maintenance of clients for longer ...the brand but, also, the behavior ...the brand value of a ... See full document
72
O impacto do risco percebido no brand equity das marcas de distribuição
... no brand equity das marcas do distribuidor, tomando em consideração as abordagens teóricas e bibliográficas, em torno da ...do brand equity e as dimensões que o ... See full document
142
Axe’s brand personality and equity, consumers’ perspective on the brand’s personality and equity
... based on the efficiency of the product, followed by the scent and price, ...the brand had no significant importance on the reason of choice of a ...Axe brand was revealed as a significant ... See full document
62
Medición del Brand Equity con Social Media
... is on the measurement of the strength of the brand relationship and how it is extrapolated to the individual social interaction sphere through advo- ...if brand relationship is strong at the first ... See full document
18
External brand extensions impact on Diesel's brand image
... the brand also covers two parallel collections: Diesel Kids, launched in 1984 and Diesel Black Gold, launched in 2007 to reach the casual-luxury segment; these lines can be found in the same point-of-sales as the ... See full document
39
Brand Relationships: A Personality-Based Approach
... pressures on the con- sumer relationship by altering brand ...the brand which could cause a shift in the relationship ...consumer brand rela- ...consumer brand preferences and thus a ... See full document
12
Approaches that affect consumer-based brand equity
... to brand communication to consumers, such as advertisements in magazines, newspapers, TV, billboards, sent from phone messages, promotional events, and marketing ...of brand equity (Rajh & Dosen, ... See full document
17
Do multicanal ao omnichannel: integração de canais e brand equity no varejo
... to brand equity based on these consumers, the application results of the model developed by Pappu and Quester (2006) allowed to identify that the brands were evaluated positively in the constructs: ... See full document
131
BRAND EQUITY: COMPORTAMENTO DO CONSUMIDOR PERANTE AS MARCAS DA DISTRIBUIÇÃO
... O prestígio da marca é definido como o grau com que os consumidores associam es- tatuto e estima a uma marca (BAEK; KING, 2011; STEENKAMP; BATRA; ALDEN, 2003; STOKBURGER; RATNESHWAR; SEN, 2012). Desta forma, os ... See full document
18
O VINHO DO PORTO: AUTENTICIDADE DE MARCA COMO PROMOTORA DO BRAND EQUITY
... do Brand Equity é considera- da pelos diversos autores sob duas vertentes: a primeira perspectiva discute “o valor finan- ceiro que o Brand Equity proporciona para o negócio, sendo comumente ... See full document
19
Brand Equity na perspectiva dos clientes: uma investigação empírica de suas dimensões...
... client-based brand equity and organizational marketing ...total equity of the brand and the perception of prices, proposed by Yoo, Donthu and Lee (2000) also have high reliability in the power ... See full document
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