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How global are global brands? An empirical brand equity analysis
Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...
Persistent link: https://www.econbiz.de/10010368391
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Factors influencing the perception of destination brand luxuriousness
Krupka, Zoran; Dobra, Andreja; Vlašić, Goran - In: Naše gospodarstvo / Our Economy 67 (2021) 4, pp. 74-85
luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors …: accommodation quality, quality of gastronomy offers, premium price, service quality, luxury shopping, unique experience … regression analyses were used. The results indicate that the availability of celebrity and luxury shopping has the strongest …
Persistent link: https://www.econbiz.de/10014520704
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The effect of corporate social responsibility on brand image and brand equity and its impact on consumer satisfaction
Araújo, Joana; Pereira, Inês Veiga; Duarte Santos, José - In: Administrative Sciences 13 (2023) 5, pp. 1-16
analyzed through Smart PLS, following the Structural Equation Model. It was possible to conclude that the CSR initiatives …
Persistent link: https://www.econbiz.de/10014333262
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Tendencias de investigación en branding enfocadas al adulto mayor: Análisis bibliométrico y revisión sistemática de la literatura
López Rodríguez, Campo Elías; Sandoval Escobar, … - In: Revista de Métodos Cuantitativos para la Economía y … 34 (2022), pp. 305-327
The purpose of this article is to identify research trends in branding and brand building focused on the elderly, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the population structure in the world. For this purpose, a...
Persistent link: https://www.econbiz.de/10014494437
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Understanding effective factors affecting brand equity
Gilitwala, Bhumiphat; Nag, Amit Kumar - In: Cogent Business & Management 9 (2022) 1, pp. 1-11
The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand...
Persistent link: https://www.econbiz.de/10014505403
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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand …’s facts and news could be presented to all stakeholders. But special procedures in the field of luxury goods speak against the …
Persistent link: https://www.econbiz.de/10010420965
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E-Commerce im Luxusmarkensegment: Die Sicht deutscher Kundinnen am Beispiel Chanel
Holthaus, Lina; Horn, Carmen; Perret, Jens K. - 2020
Digitalization is a set part of today's society and even luxury brands feel the increasing need of a digital presence …. More than half of all consumers of luxury goods buy them online on a regular basis. The luxury fashion brand Chanel still … question is considered how consumers of luxury products perceive the increasing digitalization in the luxury sector and whether …
Persistent link: https://www.econbiz.de/10014565215
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Verwendung von Virtual Communities für den Markenaufbau im Internet: Möglichkeiten und Grenzen
Fingerle, Birgit - 2001
Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...
Persistent link: https://www.econbiz.de/10010291752
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Discovery of brand image by the arts: Empirical comparison of Arts-Based Brand Research Methods (ABBR)
Baumgarth, Carsten; Yildiz, Özlem - 2016
bisherige Untersuchungen versuchen, das Markenimage, das unter anderem aus unbewussten Emotionen und Attributen besteht, auf …
Persistent link: https://www.econbiz.de/10011541561
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Aufbau und Steuerung eines markenkonformen Mitarbeiterverhaltens: Bestandsaufnahme und kritische Würdigung aus Sicht der internen Markenwürdigung
Bruhn, Manfred; Batt, Verena - 2010
Das Ziel des Forschungsprojekts war es, die Determinanten und Konsequenzen der Markeneinstellung von Mitarbeitenden zu untersuchen. Dabei wurde sich als spezifische Form der Markeneinstellung auf die Konzeptualisierung und Operationalisierung der Markenliebe von Mitarbeitenden konzentriert. Die...
Persistent link: https://www.econbiz.de/10011428808