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The Main Factors for Strategic Building of the Brand Value and Methods for Brand Valuation at the Czech Republic Market
Harantova, Monika; Svoboda, Petr - International Institute of Social and Economic Sciences - 2014
Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation … most in strategic building of brand value. These factors could be used as a basis for the proposal of a new method for the … profit, return of investment). The other factors which create a brand value (brand awareness, brand loyalty, emotional …
Persistent link: https://www.econbiz.de/10011207210
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THE BRAND: ONE OF THE UNIVERSITY’S MOST VALUABLE ASSET
Muntean, Andreea; Cabulea, Lucia; Danuletiu, Dan - In: Annales Universitatis Apulensis Series Oeconomica 2 (2009) 11, pp. 54-54
In today’s higher education landscape, college and university leaders may wellconsider principles of brand management … product brands exist, there aresufficient similarities to warrant a foray into issues of brand management. Higher …–its long-term image and bundle of core meaning. In this paper we discuss issues related to brand management and strategies for …
Persistent link: https://www.econbiz.de/10008556250
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …
Persistent link: https://www.econbiz.de/10010981129
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Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey
Yildirim, Seda - In: International Journal of Academic Research in Business … 4 (2014) 4, pp. 270-284
Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays … difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their … market position, brand perception and market share. In this context, it is aimed to determine university students’ perception …
Persistent link: https://www.econbiz.de/10010765159
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STEREOTYPES IN CONSUMERS’ PRODUCT EVALUATION BASED ON THE COUNTRY-OF-ORIGIN
STOENESCU, Roxana-Denisa G. - In: SEA - Practical Application of Science (2014) 5, pp. 623-630
method. As results, research showed that a positive country image can compensate in terms of perception for a weak brand …
Persistent link: https://www.econbiz.de/10011079569
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A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth
van der Lans, van der Lans, R.J.A.; van Bruggen, van … - Erasmus Research Institute of Management (ERIM), … - 2009
In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...
Persistent link: https://www.econbiz.de/10010731380
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Business application of viral marketing and Electronic Word-of-mouth. Firm opinions.
Arcos, Virginia Aguilar; Sonia San Martín Gutiérrez; … - In: Cuadernos de Gestión 14 (2014) 01, pp. 15-31
in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet … strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be …
Persistent link: https://www.econbiz.de/10011099290
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Internet Marketing Usage by Small Indian Entrepreneurs:An Exploratory Study of Punjab
Gautam, Raj Kumar - In: International Review of Management and Marketing 2 (2012) 1, pp. 43-51
Information technology tools such as internet and web marketing plays a significant role in expansion of marketing operations. The paper aims at to examine the awareness level, advantages associated with internet marketing and internet marketing problems faced by the small entrepreneurs of...
Persistent link: https://www.econbiz.de/10009492689
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Business application of viral marketing and Electronic Word-of-mouth. Firm opinions.
Arcos, Virginia Aguilar; Gutiérrez, Sonia San Martín; … - In: Cuadernos de Gestión OF (2013) 13
in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet … strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be …
Persistent link: https://www.econbiz.de/10010891971
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From Viral Marketing to Social CRM
Dora-Anca, Berþa - In: Ovidius University Annals, Economic Sciences Series XI (2011) 2, pp. 87-91
The expansion of social networks begins to put their stamp of increasingly powerful over all economic activities. Traditional client translates himself into center of social networks and thus becomes a social client, resulting in chain reactions; marketing campaigns taking place in its...
Persistent link: https://www.econbiz.de/10010926047