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the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …
Persistent link: https://www.econbiz.de/10010365881
, whether online job boards provide possibilities to further differentiate an employer brand from competitors’. This article … how brand differentiation can be undertaken on online job boards and how it can be measured. Therefore the model can be … features have on the perception of an employer brand. The example of Siemens AG illustrates that even for a DAX-Group potential …
Persistent link: https://www.econbiz.de/10010423978
The demand for fast-moving consumer goods (FMCG) is increasing day by day. Today we are witnessing a lot of brands of FMCG products in the Indian market. But the question is how much these brands are satisfying the customers' needs in the Indian market. Keeping this point in view, the paper...
Persistent link: https://www.econbiz.de/10012840416
The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …
Persistent link: https://www.econbiz.de/10012727247
Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in …. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This … like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand …
Persistent link: https://www.econbiz.de/10012951034
The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand … perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve … symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to …
Persistent link: https://www.econbiz.de/10012911148
variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence …
Persistent link: https://www.econbiz.de/10012912195
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …
Persistent link: https://www.econbiz.de/10012892343
clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing …, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of …
Persistent link: https://www.econbiz.de/10012899017
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using … allocation of its benefits, however, have little effect on the long-run market shares, which are determined by brand …
Persistent link: https://www.econbiz.de/10012766678