There is an increasing emphasis on building and maintaining brand equity as the primary driver of success for service organisations, such as holiday resorts and hotels. Limited research on customer-based brand equity within the South African hotel context has been conducted. This study examined...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...

Pagrindinių universitetinių magistrantūros studijų baigiamasis darbas 72 puslapių, 28 paveikslai, 7 lentelės, 40 literatūros šaltinių, 4 priedai, lietuvių kalba.RAKTINIAI ŽODŽIAI: prekės ženklas, prekės vardas, prekės simbolis, prekės ženklo apsauga, prekės ženklo vertė,...

The subject on the role of branding in delivering financial growth has been adebate for most marketers and financial managers. This is because themarketing subject by its nature is intangible and therefore difficult to measure.This misunderstanding has resulted in many authors calling for...

Social media has become a favourite non-conventional marketing media. Important aspects in social media are word of mouth (WOM) and the number of communication form and conversation between different parties. Bear Brand milk is a product built by its consumer through WOM. The objectives of this...

Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as...

Diese Magisterarbeit befasst sich mit Marken, die ausschließlich im Internet auftreten (E-Brands) sowie der Markenführung im Internet (E-Branding). Innerhalb dieses Rahmens wird eine Online-Befragung der wichtigsten Internet-Marken in Deutschland sowie eine Datenerhebung unter Internet-Nutzern...

Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...