firm, we investigate how the promotion of family-based brand identity influences competitive orientation (customer versus … leaders of 218 family businesses, we demonstrate that developing a family-based brand identity positively contributes to firm …-based brand identity via a product-centric orientation do not impact firm performance. Our results suggest that family-based brand …

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement … experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One … positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional …

messages to the consumer and play a critical role in the market success. The revised version of David Aaker's 'Brand Identity … currently owned well-established brand names in their respective categories. Using a case study approach, company … applied branding strategies as related to the Aaker Brand Identity Planning Model and three research objectives. Results …

quality of rawmaterials. We consider different levels of consumer trustfor a brand and we examine the incentive for firms …

This study focuses on the 42 traits of brand personality (Aaker 1997) of nine drink brands spanning across three drink … energy drink while sincerity is the point-of-parity for mineral water. Other four brand personalities can become the point …-of-difference for each brand in each drink category. Using these results, a better understanding of brand personalities of each brand in …

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 personality in the coffeehouse industry. Data were gathered from 309 …

The title of this study is "The Effect of Competitive Advantage In Marketing Strategy Formulation Of Brand Image In …

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating … different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity … drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the …

decision as to which petroleum products to buy: the established petroleum retailers have to pay attention to their brand …