[PDF] Top 20 Axe’s brand personality and equity, consumers’ perspective on the brand’s personality and equity
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Axe’s brand personality and equity, consumers’ perspective on the brand’s personality and equity
... a brand personality in order to influence consumers; either to reflect the actual self or the ideal self of the consumer, depending on the self-congruence ... See full document
62
Brand Relationships: A Personality-Based Approach
... to the equilibrium, which has not been adequately addressed by firms, relates to the new internet information age consisting of twittering, blogs and web ...widespread and low cost ... See full document
12
Colourless, tasteless, and odourless: the impact of bottled water brand personality on consumer behaviour
... “clean” and youthful image, as illustrated by its promotion of the name Pedras instead of Água das Pedras, the change in the design of its bottle to a more elegant shape and simpler ... See full document
126
CEO sociability: path towards brand equity and brand relationship
... in the perception a person might have towards a brand, as the company failed to meet a certain level of ...statements on Twitter, during the period where Tesla was interested in ... See full document
208
The impact of bad fit product line extensions on brand personality
... before the introduction). It’s important to notice that if the extension increases or decreases the weight of a certain dimension, it doesn’t mean it has a positive impact if it increases, or ... See full document
23
Understanding the importance of eWOM on Higher Education Institutions' brand equity
... what consumers are saying to each other using the various means of electronic communication (Kwek Choon et ...2014), and making use of the so called electronic ...former consumers about ... See full document
221
A Responsabilidade Social e o Impacto na Brand Equity.
... In the Portuguese context, there is a growing interest organizations are increasingly active postures of social ...sense, the perception of the consumer and their behavior towards the ... See full document
128
Understanding brand equity on financial services: a study on the Portuguese banking sector
... in the company’s relationship with customers and for that reason they deserve special ...of the customer perspective over a product or ...him, the brand will also impact ... See full document
72
Perceptual and behavioural dimensions : measuring brand equity consumer based
... of the antecedents and consequences of brand equity is relevant to a better brand management at the enterprise ...in the case of denim brands, it is considered that a ... See full document
13
Design, personality traits and consumer responses to brand logos
... individual personality traits tie in with socio- demographic characteristics, including age and gender (Costa and McCrae, 1992), and, more importantly, they are linked with consumer’s ... See full document
10
The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity
... Brand equity can be considered to be the difference between overall brand preference and multi-attributed preference based on objectively measured attribute levels 43 and ... See full document
20
Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality
... features and emotions (Mortimer, 2008) may create favourable and unique associations and higher levels of perceived quality ...highlighted the favourable influence of individuals' positive ... See full document
31
Antecedents of brand equity: the case of Continente, EDP and Vodafone
... over the last three decades from two perspectives: behavioral loyalty and attitudinal ...to the frequency of repeat purchase. Attitudinal loyalty refers to the psychological commitment that a ... See full document
111
Country brand equity: The role of image and reputation
... by the individual consumer” (p. 594). Their model is based on Yoo and Donthu’s (2001) brand equity scale, in which a CBE scale is developed joining the (home) CI and ... See full document
24
The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
... channels and have introduced new means of interaction and engagement between consumers and brands (Hudson, Huang and Madden ...Facebook and other SNS have become critical ... See full document
12
Brand Equity: A Probabilistic Approach on Brand Preference
... Motameni and Shahrokhi (1998) proposes a global valuation model of brand equity and define Global Brand Equity (GBE) as the product of the brand’s net earnings ... See full document
86
How brand personality, brand identification and service quality influence service brand equity
... Interestingly, the strength of the effect of brand loyalty and brand identification on brand equity is greater than the effect of other five variables ... See full document
12
Medición del Brand Equity con Social Media
... represents the measure of the percentage of the target market that is aware of a brand name (Bovee et al, 1995), and for that reason plays an important role in consumer decision-making, ... See full document
18
Brand sensuality and consumer-based brand equity
... stores and entertainment places across Europe and I got intrigued about the role of human senses on shopper ...2005, the book “Brand Sense”, authored by Martin Lindstrom, was ... See full document
149
Analyzing consumer-based brand equity on Facebook: the impact of brand gender
... discussed the motivations for consumer-brand interactions on social media ...for brand performance in terms of satisfaction ...focuses on the factors that enable engagement with ... See full document
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