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The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...
Persistent link: https://www.econbiz.de/10014047419
This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...
Persistent link: https://www.econbiz.de/10014086123
Although many studies have documented that in-store displays and feature advertising can significantly increase brand choice probabilities, the mechanism through which they affect the choice decision process is not well understood. The marketing literature has suggested twoprominent decision...
Persistent link: https://www.econbiz.de/10014058388
Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...
Persistent link: https://www.econbiz.de/10012951034
As the market is playing an increasingly important role in the Chinese economy, we ask which value the Chinese people will support, what effect the endorsed value (i.e., achievement) will have on consumers' social system confidence, and how brand symbolism can function in adapting to the social...
Persistent link: https://www.econbiz.de/10012952358
of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines … objective of this paper is to show application of celebrity endorsement as a branding tool generally in airlines and … specifically in Turkish Airlines, which has long term celebrity branding strategies. Current literature provides evidences that …
Persistent link: https://www.econbiz.de/10012953683
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...
Persistent link: https://www.econbiz.de/10014371857
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...
Persistent link: https://www.econbiz.de/10013247715
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...
Persistent link: https://www.econbiz.de/10014230646