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Brand Personalities and Consumer-brand Relationships as elements of successful brand management
G?se, Katharina S. - 2011
Konzeptionalisierung vor, die Erkenntnisse aus der Literatur zum Beziehungsmarketing in den Konsumg?terbereich ?bertr?gt. Die Ergebnisse …
Persistent link: https://www.econbiz.de/10009481017
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How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption
School of Marketing
This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an...
Persistent link: https://www.econbiz.de/10009434813
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Prekės ženklo vertė: Eternit Baltic kliento požiūris
Zeniauskas, Giedrius - 2010
Magistro darbe pirmoje dalyje išanalizuota ir susisteminta informacija prekės ženklo vertės stiprinimo klausimais. Sudarytas apibendrinantis ,,Teorinis prekės ženklo vertės stiprinimo pirkėjų požiūriu modelis“. Antroje dalyje atlikta UAB ,,Eternit Baltic“ prekės ženklo vertės...
Persistent link: https://www.econbiz.de/10009478739
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A comparitive study of customer-based brand equity across selected South African hotels
Nel, J.D.W.; North, E.J.; Myburg, T.; Hern, L. - 2009
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...
Persistent link: https://www.econbiz.de/10009457774
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The effects of advertising spending on brand loyalty in services
Ha, H; John, J; Janda, S; Muthaly, S - 2011
Purpose: This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous effects of advertising spending, store image, perceived quality and satisfaction on brand loyalty. Design/methodology/approach: A proposed model is compared with three competing...
Persistent link: https://www.econbiz.de/10009481565
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Vartotojų lojalumo prekės ženklui tyrimas
Šliažaitė, Audronė - 2009
purchase experience, perceived risk and... [to full text] …
Persistent link: https://www.econbiz.de/10009478417
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Brand loyalty of cereal products / Aaron Lekatjo Mazibuko
Mazibuko, Aaron Lekatjo - 2010
The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The...
Persistent link: https://www.econbiz.de/10009455998
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A study of brand loyalty in the Business-to-Business services sector
Bennett, Rebekah - 2001
include trust, commitment, satisfaction, perceived risk and involvement. Trust and commitment are viewed as 'relational … 'emotional' construct with roots in both the consumer and business marketing fields. Finally, perceived risk and involvement can … satisfaction), and cognitive factors (perceived risk and involvement) on behavioural brand loyalty are indirect, through their …
Persistent link: https://www.econbiz.de/10009437604
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Consuming online communities : computer operating systems, identity and resistance
Stratton., Gregory C. - 2010
an affinity with the mundane products of modern culture. Adapted from the fan models forwarded by Thorne and Bruner (2006 …
Persistent link: https://www.econbiz.de/10009440851
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Evaluating Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand Relationship Quality, and Brand Loyalty: An Empirical Study of Coffeehouse Brands
Choi, Young Gin; Ok, Chihyung; Hyun, Sunghyup Sean - 2011
This study investigated effects of coffeehouse brand experience and personality on brand prestige and effects of brand prestige on brand relationship quality and brand loyalty. The study also explored the applicability of the four-factor model of brand experience and five-factor model of brand...
Persistent link: https://www.econbiz.de/10009468106