WorldWideScience

Sample records for healthy brand image

  1. Brand Image Theoretical Aspects

    OpenAIRE

    Išoraitė, Maria

    2018-01-01

    The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze ...

  2. International marketing brand image

    Directory of Open Access Journals (Sweden)

    Kadijević Đorđe M.

    2002-01-01

    Full Text Available The brand is at same time a name, mark, symbol, design of their combination. In contributes to the identification and differentiation of a market product, product mix or company. The brand none exists solely in the communication and through the communication with consumers. The brand being as preferred, leads to the familiarity with the consumer who insists on buying it. In marketing communication, the brand name announces its uniqueness and permanent identity. Owning one's own brand contributes to the creation of company's positive and strong image -communicational target and profit - economic target.

  3. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

    Full Text Available The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regard to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted to determine the perceived image of the main luxury fragrances brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands, to define the underlying dimensions of the image of luxury fragrances brands, and to analyze the correlations and dependency relations existing between the luxury brand dimension and the other attributes of image for the studied brands and between all the image attributes themselves.

  4. Brand Image in Cola Drinks

    OpenAIRE

    Sun, Jianfei

    2010-01-01

    In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand i...

  5. Study of Brand Awareness and BrandImage of Starbucks

    OpenAIRE

    Rizwan, Muhammad; xian, Qin

    2008-01-01

    Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan Qin Xian Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpos...

  6. Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

    OpenAIRE

    Syed Alwi, SF; Nguyen, B; Melewar; Yeat-Hui, L; Liu, M

    2016-01-01

    Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...

  7. THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

    OpenAIRE

    Yusuf BİLGİN

    2018-01-01

    The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as ...

  8. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

    Full Text Available The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand.

  9. THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

    Directory of Open Access Journals (Sweden)

    Yusuf BİLGİN

    2018-04-01

    Full Text Available The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

  10. Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

    Directory of Open Access Journals (Sweden)

    Yuliana Riana Pand

    2016-01-01

    Full Text Available The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message to variable Y (brand awareness and its implications on the variable Z (brand image. The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message and Y (brand awareness to variable Z (brand image amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image

  11. Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty pada PT Bank Sinarmas

    Directory of Open Access Journals (Sweden)

    Sem Christina Hawila Sibagariang

    2010-09-01

    Full Text Available Competition in the banking sector in Indonesia is getting more and more fierceevery day. PT Bank Sinarmas is a rapidly growing bank that continues to increase for the last 3 years. PT Bank Sinarmas committed to maintain this position. Therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. The purpose of this study was to determine whether brand image (X1 and brand trust (X2 are partially influencing brand loyalty (Y, and to determine whether both brand image (X1 and brand trust (X2 are simultaneously influencing brand loyalty (Y. The analysis method used is multiple regression analysis using SPSS. Data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. The results indicates that the company's brand image significantly influences brand loyalty with R2 = 15.4% with regression equation Y = 1.962 +0.336 X1. Brand trust significantly influences brand loyalty with R2 = 17%, with regression equation Y = 1.838 +0.382 X2. While simultaneously, brand image and brand trust significantly influence brand loyalty, with R2 = 26.4% which form the regression equation Y = 1.281 +0.269 X1 + .315 X2. Thus, PT Bank Sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability.

  12. The impact of brand experience on attitudes and brand image : A quantitative study

    OpenAIRE

    Isotalo, Anni; Watanen, Samu

    2015-01-01

    Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion...

  13. BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

    Directory of Open Access Journals (Sweden)

    Herry Mulyono

    2016-09-01

    Full Text Available Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.

  14. Analisa Pengaruh Brand Identity Terhadap Pembentukan Brand Image Dengan Promotion Mix Dan Brand Awareness Sebagai Variabel Intervening Pada Merek Speedo

    OpenAIRE

    Lunardi, Jeconiah

    2015-01-01

    Penelitian ini dilakukan untuk mengetahui seberapa dampak variabel brand identity terhadap pembentukan brand image pada merek Speedo. Penelitian menggunakan variabel penghubung promotion mix dan brand awareness. Bahasan utama dari penelitian adalah seberapa signifikan dampak dari brand identity terhadap brand image secara langsung maupun melalui variabel intervening promotion mix dan brand awareness pada merek Speedo. Penelitian berjenis kuantitatif dengan penyebaran kuisioner kepada 150 pela...

  15. Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

    OpenAIRE

    Adiwidjaja, Adrian Junio

    2017-01-01

    Brand image dan brand trust merupakan faktor yang dapat mempengaruhi keputusan pembelian konsumen. Brand image yang baik akan memberikan dampak positif bagi Perusahaan yang akhirnya akan memberikan keuntungan bagi Perusahaan melalui peningkatan pembelian konsumen karena adanya brand trust dari konsumen terhadap produk. Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh brand image dan brand trust terhadap keputusan pembelian sepatu Converse.Jenis penelit...

  16. Measuring Brand Image Effects of Flagship Projects for Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

    Cities invest large sums of money in ‘flagship projects’, with the aim of not only developing the city as such, but also changing the perceptions of the city brand towards a desired image. The city of Hamburg, Germany, is currently investing euro575 million in order to build a new symphony hall...... (Elbphilharmonie), euro400 million to develop the ‘International Architectural Fair’ and it is also considering candidature again for the ‘Olympic Games’ in 2024/2028. As assessing the image effects of such projects is rather difficult, this article introduces an improved version of the Brand Concept Map approach......, which was originally developed for product brands. An experimental design was used to first measure the Hamburg brand as such and then the changes in the brand perceptions after priming the participants (N=209) for one of the three different flagship projects. The findings reveal several important...

  17. Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga

    OpenAIRE

    Huttula, Tia; Nurminen, Peppi-Sisko

    2017-01-01

    Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding. Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research. The main objectives of the thesis project are to study how pra...

  18. Healthy brand extentions targeted at adolescents: Can products encourage healthier eating habits and still be fun?

    OpenAIRE

    Santos, Clara Nobre Braga dos

    2013-01-01

    A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics This study aims to understand if launching healthy extensions of brands that have high acceptance among adolescents could contribute to healthier eating habits. We also analyzed the impact of this launch on brand image. We conducted a survey with 121 Brazilian teenagers and used the market leader brand to study the hypothesis. Results ...

  19. The effect of brand image on customer brand loyalty

    OpenAIRE

    ADONYEVA K.V.

    2012-01-01

    Since the world is a global marketing now it’s getting more difficult for the companies to compete. In order to win the leader position in the marketplace marketing specialists work out different kind of strategies to achieve long lasting success. One of the most significant among these strategies is customer loyalty toward the brand.The primary purpose of this article is to illustrate relationships between the brand image, customer satisfaction and customer loyalty, to summarize information ...

  20. Archetypes and brand image: an international comparison

    OpenAIRE

    Haddad, Luiza; Hamza, Kavita; Xara-Brasil, Duarte

    2015-01-01

    According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and clas...

  1. Brand Image as a Function of Self-Image and Self-Brand Connection

    Directory of Open Access Journals (Sweden)

    Rares MOCANU

    2014-02-01

    Full Text Available This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970 considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197 studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a non-brand evaluation set. The present study goes beyond Gardner's research to show why such attitudes exist as they relate to brand consumption and self-image. Erickson and Johansson (1985 also investigated product evaluations, with an analysis of surveyed beliefs, attitudes, and intentions regarding fashion brands. They concluded that price is not a significant determinant of overall attitude. This study inquires whether brand attitudes and beliefs correlate with purchase behavior in the form of self-brand connection.

  2. Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

    NARCIS (Netherlands)

    Torres, Anna; Bijmolt, Tarnmo H. A.

    2009-01-01

    Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations, Information on these associations arise from two

  3. Promoting Healthy Menu Choices in Fast Food Restaurant Advertising: Influence of Perceived Brand Healthiness, Brand Commitment, and Health Consciousness.

    Science.gov (United States)

    Choi, Hojoon; Reid, Leonard N

    2018-01-01

    Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to advertisements for these healthier foods. To address this knowledge gap, two experiments were conducted to examine how perceived brand healthiness, brand commitment, and health consciousness influence responses to nutrient-content claimed print advertisements for healthy foods. Findings indicate that consumer responsiveness varies across the three factors but is more positive for advertisements placed by perceivably healthy restaurant brands, and that brand commitment and health consciousness play significant roles in affecting how consumer respond to such advertising. Several theoretical and managerial implications of the findings are discussed.

  4. Do sport tourism events have a brand image?

    Science.gov (United States)

    Kyriaki Kaplanidou; Christine Vogt

    2007-01-01

    Sport tourism events are used by destinations to enhance their image. The components of an event's brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of brand associations featuring attributes, benefits, and attitudes toward the "product." Understanding these brand associations will help determine those...

  5. Studi Pendapat Konsumen Terhadap Brand Awareness Brand Equity Dan Brand Image Minuman Coca-cola Di Kota Makassar

    OpenAIRE

    Rezkiawaty, Sitti Utami

    2011-01-01

    The aims of the research are to find out (1) the implementation of the strategy of PT Coca-Cola bottling Indonesia southern Sulawesi in creating brand awareness, brand equity and brand image of coca-cola beverages in the city of Makassar, (2) the consumer opinion about coca-cola beverage product in the city of Makassar, (3) the factors that influence consumer ratings of brand awareness, brand equity, brand image coca-cola beverage products. The research was a descriptive quantitative study co...

  6. Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

    OpenAIRE

    Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús

    2008-01-01

    The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the mar...

  7. Brand: Identity, Image, and Relationships

    Science.gov (United States)

    Danker, Stephanie Harvey

    2014-01-01

    Adolescents face complex dilemmas such as challenging issues of identity and self-concept, and struggles with building and maintaining relationships. These issues must be embraced in the art classroom. This Instructional Resource will focus on the concept of brand--connecting visual art, marketing, and psychology--and center on ideas found in the…

  8. Brand New Images? Implications of Instagram Photography for Place Branding

    Directory of Open Access Journals (Sweden)

    Åsa Thelander

    2017-12-01

    Full Text Available The aim of this article is to develop an understanding of what happens when Instagram photography is used for branding a place. Questions raised are which photographs are taken and published, does the practice result in novel ways of representing a place, and, in turn the image of a place. A practice approach to photography is used where focus is directed to the performative aspect of photography. Fifteen qualitative interviews were conducted with participants in an Instagram takeover project concerning their photographs. The study shows that adopting a communication strategy based on visual social media is dependent on the participants’ competencies and that it is embedded in everyday life. Moreover, the participants’ photographic practices were found to be influenced by social conventions, which resulted in the city being imagined differently by different participants. To use visual social media such as Instagram for branding purposes does not necessarily mean that novel images are generated, but that they are choreographed according to the conditions of Instagram as medium.

  9. The Intended Image of a Place Brand

    DEFF Research Database (Denmark)

    Hannibal, Martin; Rasmussen, Erik Stavnsager

    2016-01-01

    This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historica......This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast...... a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated...

  10. The impact of brand image fit on attitude towards a brand alliance

    Directory of Open Access Journals (Sweden)

    Riley Debra

    2015-12-01

    Full Text Available Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.

  11. Analisa Pengaruh Advertising Awareness Terhadap Brand Equity Dengan Brand Awareness Dan Brand Image Sebagai Variabel Intervening Dengan Studi Kasus Iklan Indomie Goreng Kuah Di Youtube

    OpenAIRE

    Gunawan, Vincent Jonathan

    2016-01-01

    Penelitian ini bertujuan untuk menguji pengaruh Advertising Awareness dan Brand Equity terhadap brand image dan brand awareness sebagai variable intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode non probability sampling dengan software PLS. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 sampel. Hasil penelitian ini menunjukan bahwa Advertising Awareness berpengaruh positif signifikan terhadap Brand Awareness (1), Brand Awareness berpenga...

  12. The effects of service quality and corporate rebranding on brand image, customer satisfaction, brand equity and customer loyalty: study in advertising company at tvOne

    OpenAIRE

    CHANIAGO ASPIZAIN

    2016-01-01

    The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer...

  13. EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image

    Directory of Open Access Journals (Sweden)

    Maryam Tariq

    2017-03-01

    Full Text Available The basic purpose of this research is to analyze the impact of electronic word of mouth (eWOM and brand awareness on customer purchase intention with the mediating role of brand image. The research is conducted to analyze the full or partial role of mediator on the said relationship. This research is basically conducted on customers of mobile users of Rawalpindi and Islamabad. To check this relationship a total of 300 questionnaires were floated in four universities of twin cities, of which 262 questionnaires with a response rate of 87.33% were received back on which mediation analysis has been performed. The results show full mediating impact of brand image on Electronic Word of Mouth (eWOM and customer purchase intention relationship, while partial mediating role of brand image on relationship of brand awareness and customer purchase intention has been observed. This research will help marketers in implementing better marketing techniques for boosting customers purchase intention.

  14. THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Setiani T.

    2018-04-01

    Full Text Available Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media companies. Not only to measure the concepts of corporate rebranding and brand equity, the study also examines the relationships between indicators that are used as variables, namely new identity with brand association, new image with brand association, new image with perceived quality, new image with brand loyalty, repositioning with brand association, repositioning with perceived quality and repositioning with brand loyalty. The method of analysis in this study using multiple linear with SPSS analysis. 110 respondents who are advertiser of Radio Kencana Malang in 2017. This study shows a significant effect between corporate rebranding to brand equity simultaneously, new identity with brand association, new image with brand association, repositioning with brand association, new identity with perceived quality, new image with perceived quality, repositioning with brand loyalty, and new identity with brand loyalty. However, there is no significant effect between repositioning with perceived quality and new image with brand loyalty on Radio Kencana Malang.

  15. Brand trust and image: effects on customer satisfaction.

    Science.gov (United States)

    Khodadad Hosseini, Sayed Hamid; Behboudi, Leila

    2017-08-14

    Purpose The purpose of this paper is to investigate brand trust and brand image effects on healthcare service users. Nowadays, managers and health activists are showing increased tendency to marketing and branding to attract and satisfy customers. Design/methodology/approach The current study's design is based on a conceptual model examining brand trust and brand image effects on customer satisfaction. Data obtained from 240 questionnaires (310 respondents) were analyzed using path analysis. Findings Results revealed that the most effective items bearing the highest influence on customer satisfaction and on benefiting from healthcare services include brand image, staff sincerity to its patients, interactions with physicians and rapport. Research limitations/implications This study needs to be conducted in different hospitals and with different patients, which would lead to the model's expansion and its influence on the patient satisfaction. Originality/value Being the first study that simultaneously addresses brand trust and brand image effects on customer satisfaction, this research provides in-depth insights into healthcare marketing. Moreover, identifying significant components associated with healthcare branding helps managers and healthcare activists to create and protect their brands and, consequently, leading to an increased profitability resulting from the enhanced consumer satisfaction. Additionally, it would probably facilitate purchasing processes during the service selection.

  16. The Influence of Brand Image, Brand Personality and Brand Awareness on Consumer Purchase Intention of Apple Smartphone

    OpenAIRE

    Wijaya, Indriany M.

    2013-01-01

    Intense competition in this globalization era has become a trigger in marketing and growing rapidly from year to year in technology industry. Smartphone is a new technology device of mobile phone that has become a part of people lifestyle today and has full functionally or more than just a usual mobile phone. The level of consumption trends of smartphone was held by segment of its brand. The consumers are likely to purchase products with the positive brand image or well known brands of produc...

  17. Brand image, cultural events and loyalty in mobile industry

    Directory of Open Access Journals (Sweden)

    Thelma Valéria Rocha

    2013-05-01

    Full Text Available : This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and brand image. The subject is reviewed theoretical considering three topics: cultural events, brand image and loyalty, which lead to hypotheses to be tested. The field research of a quantitative nature uses the survey method, which was applied to 150 teenagers consumers of mobiles companies, classes A and B. The results of field research show that there is a positive relationship between cultural activities and brand image, and between the brand image and loyalty. However, there was significant correlation between cultural events and loyalty only to B Company. It may be related with B events wish were prepared to this target and may improve loyalty. To companies as A and C, brand image acts as moderator between cultural events and loyalty. These results indicated that cultural events may have impact in loyalty, since the company developed those actions to the target. As contribution, this study fills a gap which is the study that discusses effect of cultural activities on brand image and loyalty, in emerging economies, as Brazil, where few researches consider cultural events.

  18. The Influence Of Brand Image On Consumer Loyalty In The Restaurant TIP-TOP

    OpenAIRE

    Vikram, Alfis

    2015-01-01

    This study aims to identify and analyze the influence of brand image on consumer loyalty in the restaurant TIP-TOP. The method studied in this research is how the influence of brand image through favorability of brand association, strenght of brand association and uniqueness of brand association either partially or simultaneously. The purpose of this study was to analyze the effect of partial and excellence simulant favorability of brand association, strenght of brand association and the u...

  19. Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image

    NARCIS (Netherlands)

    Voorveld, H.; van Noort, G.; Duijn, M.; Eisend, M.; Langner, T.

    2011-01-01

    Although the literature on effects of website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands. Therefore, the aim of the present study is to investigate the influence of perceived interactivity on brand

  20. Pengaruh Brand Ambassador Terhadap International Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Studi Pada Pengguna Smartphone Samsung)

    OpenAIRE

    Magdalena, Puspita Astria

    2015-01-01

    The purpose of this research is to understanding the impact of Brand Ambassador on International Brand Image and Decision Buying. In this research, exogenous variable used as Brand Ambassador whereas International Brand Image and Decision Buying as endogenous variable. This research is quantitative exploratory study with involved 133 correspondents from three countries such as Indonesia, Malaysia, and India which is 41 correspondents are India, 45 correspondents are Indonesian, and 47 corresp...

  1. Pengaruh Brand Image terhadap Kesetiaan Pengguna Smartphone Iphone

    OpenAIRE

    Saputri, Marheni Eka; Pranata, Tutut Ratna

    2014-01-01

    Persaingan industri elektronik khususnya smartphone saat ini mengalami perkembangan cukup pesat. Perusahaan menggunakan berbagai strategi untuk merebut dan mempertahankan konsumen. Salah satunya dengan membuat brand image yang kuat sehingga menjadi top of mind di hati pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap loyalitas pengguna smartphone iPhone di Universtas Telkom Fakultas Bisnis dan Adminitrasi. Jenis penelitian yang digunakan adalah penelitian desk...

  2. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    elements convey a healthy brand image depends on context factors external to the company (e.g. regulation), and internal ones (e.g. corporate branding strategy, brand type, product type, type of communication strategies, the brand management stage and the manager's capability). Moreover, the marketing mix...... and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. In addition, a potential conflict may be apparent between branding the value of health and the ethical norms...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...

  3. Job-Sorting Assignment to Assess Cream Liqueur Brand Image

    Directory of Open Access Journals (Sweden)

    Adriana Gámbaro

    2017-02-01

    Full Text Available Projective techniques rely on a stimulus to elicit from respondents projections of their beliefs onto other people or objects, thus reflecting their own perceptions, feelings and motivations. In this work, the job-sorting technique, in combination with Aaker’s personality scale, was applied to the study of cream liqueur brand image in Uruguay and Costa Rica. Eight jobs with different levels of intellectual complexity, salary and physical demands were selected. In each of the two countries, three (two imported and one locally made liqueurs were presented to 90 consumers with similar socio-demographic characteristics. Respondents were told to select the job, profession or occupation (JPO that best fitted each brand. After JPO selection, respondents were asked to select from a list of 88 personality traits all the words that they considered applicable to each JPO selected. The JPOs associated with the different brands showed no similarity between Uruguayan and Costa Rican respondents, but the personality traits associated with the two imported brands were similar in both countries, supporting the use of JPOs as metaphors in the study of brand images. The brand image of locally made liqueurs was associated with traits that differed clearly from those of the imported brands. These results provide relevant information for the design of marketing strategies.

  4. Does the e-retailing of luxury brands really damage their brand image?

    OpenAIRE

    Gfrerer, Katharina Susanne

    2014-01-01

    With an increasing focus on e-commerce and the lack of research in the respected area within the luxury industry the underlying thesis assumes particular relevance. The main concern was to contribute to existing theory and provide new insights into consumers’ image of luxury brands practicing e-commerce. More precisely, the main purpose of this thesis was to find out more about e-commerce in the luxury industry and to provide a clear overview about the image of luxury brands be...

  5. Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project

    Directory of Open Access Journals (Sweden)

    Handy Martinus

    2017-10-01

    Full Text Available The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.

  6. Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship

    Directory of Open Access Journals (Sweden)

    Kathleen M. Kuehn

    2016-11-01

    Full Text Available This research offers a case study of how consumer reviewing on Yelp.com is conceived by users as a viable platform for constructing and promoting a self-brand. A thematic analysis of 18 in-depth interviews conducted with Yelp reviewers examines the various practices and relations involved in the self-branding process. Findings reveal that authenticity, feedback, and positive affect are of central importance to the task of “image entrepreneurship.” Although consumer reviewers commodify their own image to build a reputation for others, participants recognize consumer reviewing and self-branding as mutually constituted sites of productivity with recognizable market value. At the same time, Yelp’s commercial nature complicates the potential range of agency and empowerment experienced. As a tool for self-branding, consumer reviewing is evaluated as a mechanism of the post-Fordist social factory in which notions of work are dispersed into all spheres of life.

  7. One Clear Image? Challenging Simplicity in Place Branding

    DEFF Research Database (Denmark)

    Ren, Carina Bregnholm; Blichfeldt, Bodil Stilling

    2011-01-01

    Unique selling points! Simplicity sells! One clear identity! One clear image! These are some of the place branding mantras of today. In this paper, this “simplicity trend” is critically examined and challenged by raising the question whether clear images and simplicity are truly the only options...... in destination branding. After a short introduction and discussion of the underlying assumptions of destination branding strategy, an illustrative case is used to demonstrate how tourism stakeholders create several different “versions” of the tourist destination through a multiplicity of discursive, performative...... and socio-material practices at the tourist destination. Based on these findings, place marketers are encouraged to embrace and benefit from the multiple destination rather than seeking to reduce its multiplicity. It is argued that diversity branding might actually be deployed, strategically, in order...

  8. Branding

    DEFF Research Database (Denmark)

    Hansen, Heidi

    Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, produceres...... og reproduceres. Bogen bygger på en semiotisk og narrativ tilgang og kommer omkring centrale områder som storytelling, celebritybranding, brand personlighed, placebranding, oplevelsesbaseret branding og employer branding...

  9. Pengaruh Citra Merek (Brand Image) Dan Kepercayaan Merek (Brand Trust) Terhadap Keputusan Toyota Avanza Di Kota Semarang

    OpenAIRE

    Trista, Nadia Lona; prihatini, Apriatni Endang; Saryadi, Saryadi

    2013-01-01

    Toyota is an automotive company that manufactures Toyota Avanza. There are several motives in buying the Toyota Avanza, one of which is the image of the brand. But, in the city of Semarang instability sales volume of Toyota Avanza. The purpose of this study was to determine the effect of brand image and brand trust on purchase decisions. The sampling technique used nonprobability sampling technique, purpose accidental sampling and purposive sampling-judgment sampling with a sample size of 100...

  10. Innisfree's Brand Image Through Jeju Island Campaigns

    OpenAIRE

    Melvioni, Kezia Tansilia; Suprajitno, Setefanus

    2017-01-01

    This study aims at revealing the message conveyed by the verbal and non-verbal expressions in cosmetics advertisement videos, in this case, two advertisement videos by a cosmetic brand called, Innisfree. In examining the message, firstly, the writer identifies the verbal and non-verbal expressions used in the advertisements analyzed. Secondly, she discloses the denotative and connotative meanings of those expressions. In so doing, she uses two main theories, namely, the process of significati...

  11. The Importance of Store Image and Retail Service Quality in Private Brand Image-Building

    Directory of Open Access Journals (Sweden)

    Adi Alić

    2017-03-01

    Full Text Available Objective: The purpose of this research is to highlight the role which store image and retail service quality can play in private brand image-building in the context of an emerging market in South-Eastern Europe (i.e. Bosnia and Herzegovina. We propose to address this issue by seeking answers to the following questions: (1 Does a ‘halo effect’ take place between the store image and the private brand image? (2 How does consumer’s evaluation of the quality of the service delivered by a retailer affect the image of its private brand? Research Design & Methods: Data were collected through a field survey via the store-intercept method. The sample consisted of 699 customers of two large retail chains. The data were analysed using the Structural Equation Modelling technique. Findings: The findings of the present study suggest that store image and retail service quality are important factors in the formation of the image of product-branded products. Implications & Recommendations: This study offers some important insights for retailers who intend to develop their private brand. First, the image transfer from store brand to private brand suggests that retailers should consider the introduction of a private brand as a brand extension, with their stores as the parent brand. Second, we recommend that retailers put more emphasis on quality improvement initiatives related to the store environment attributes. Contribution & Value Added: This study enhances the discussion on the phenomenon of private branding by analysing the store-level factors which underpin the formation of private brand image in the context of less developed European markets.

  12. Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

    OpenAIRE

    Popp, B; Woratschek, H

    2017-01-01

    Consumer–brand identification has received considerable attraction among scholars and practitioners in recent years. We contribute to previous research by proposing an integrative model that includes consumer–brand identification, customer satisfaction, and price image to investigate the interrelationships among these constructs as well as their effects on brand loyalty and positive word of mouth. To provide general results, we empirically test the model using a sample of 1443 respondents fro...

  13. PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAMSUNG GALAXY TAB PADA PT.SAMSUNG CABANG MAKASSAR

    OpenAIRE

    JUMAELA KADDAS, ANDI GUSTI

    2008-01-01

    2013 This research aims to analyze the brand image against the decision of buying the Samsung galaxy tab on of PT. Samsung Branch Makassar. The data were obtained from questionnaires (primary) and some observations as well as interviews with relevant parties. The findings showed that the variables that comprise the brand image keungglan brand association, brand association strength, uniqueness of brand association jointly significant influence on the purchase decision variables at a signif...

  14. The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand

    OpenAIRE

    Fatemeh Abdavi; Zahra Shiralizadeh

    2015-01-01

    This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The study population comprised consumers of Majid products and fans of Tractorsazi, and the sample size was 380 persons. A simple random sampling method and an infinite population formula were used as well as a five-option Likert questionnaire. Its reliability was measured at 0.71 by Cronbach's alpha coefficient. The Spearman ranking correla...

  15. Exploring the impact of brand image on customer loyalty and commitment in China

    OpenAIRE

    Ogba, Ike; Tan, Zhenzhen

    2009-01-01

    Purpose – Whereas there is a growing recognition of the relevance of brand image to the success of market offering and organisation, as indications suggests that a good brand image can enhance customer experience and satisfaction for long-term commitment. Evidences suggest limited study on the impact of brand image on key marketing and organisational components, including the impact of brand image on customer loyalty and commitment. The purpose of this study is, therefore, to examine how bran...

  16. The impact of brand image on customer experience – Company X

    OpenAIRE

    Siitonen, Hannes

    2017-01-01

    The aim of this thesis was to find out what kind of relationship there is between brand image and customer experience, and how the brand image affects to customer experience. The aim was also to define the company’s brand image and customer experience among the target groups, and what factors do affect to them. In addition, this thesis aimed to produce valuable information for the company about their brand image, customer experience, customer behaviour and customer satisfaction, followed by i...

  17. PENGARUH CITRA MEREK (BRAND IMAGE) DAN KEPUASAN WISATAWAN TERHADAP LOYALITAS WISATAWAN PADA BALI ADVENTURE RAFTING

    OpenAIRE

    Ardilla Nathaurisia; Yayu Indrawati; I GPB. Sasrawan Mananda

    2017-01-01

    ith loyalty and high power of buying. Research impact of brand image and guest satisfaction on customer loyalty is important to do in order to obtain an explanation of the relationship between brand image and customer satisfaction on customer loyalty. The purpose of this study is 1) to identify the circumstance brand image on customer loyalty. 2) to identify the circumstance customer satisfaction on customer loyalty. 3) to determine the circumstance brand image and customer satisfaction on cu...

  18. Examining the Perceptions of Brand Images Regarding Competing MBA Programs

    Science.gov (United States)

    Hinds, Timothee; Falgoust, Dexter; Thomas, Kerry, Jr.; Budden, Michael C.

    2010-01-01

    In today's economic environment, it is crucial to create a strong, consistent brand image within a graduate business program. This study examines the perceptions that students at Southeastern Louisiana University hold about its MBA program and the MBA programs of its main competitors. A focus group was conducted to identify competitors and factors…

  19. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

    Et brand er et symbol, som repræsenterer et objekt - et produkt (vare eller tjeneste), en organisation, en person etc. - samt de værdier, som objektet skulle være i besiddelse af. Brandet skal gøre det muligt for modtagere at identificere disse værdier, som et særligt kendetegn ved objektet, og...... følgelig at skelne objektet fra andre objekter. Branding er derfor den proces, som skal fremme denne positionering af objektet og dets værdier i modtageres bevidsthed....

  20. Long-term impact of sales promotion on brand image

    Directory of Open Access Journals (Sweden)

    Danijela Mandić

    2009-12-01

    Full Text Available Sales promotion (SP is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning and those concerned about the impact that SP might have on the long-term image of the company. Despite the fact that literature is replete with research on SP, it seems to be vastly generalized and mostly focused on price reductions. Thus, this paper aims to analyze and discuss the issue of the long-term impact that SP has on companies, especially on premium brands in the FMCG markets. It concludes that, when used properly and strategically, SP may have a positive long-term impact on brands.

  1. Effect of perceived Price, Brand Image, perceived Quality and Trust on Consumer’s buying Preferences

    Directory of Open Access Journals (Sweden)

    B. Afsar

    2014-06-01

    Full Text Available The study investigates the effect of factors such as perceived price, brand image, perceived quality and trust on consumers' evaluative judgments for beautification products. Results showed that brand image has positive and significant impact on consumer trust. Increase in perceived quality and trust depicted increase in a particular brand preference. Decrease in perceived price showed significant and positive impact on brand preference. This study measured the effect of brand image, price, quality and consumer trust information on how individuals subjectively evaluate a brand.

  2. Creating a brand image for public health nursing.

    Science.gov (United States)

    Baldwin, Kathleen A; Lyons, Roberta L; Issel, L Michele

    2011-01-01

    Public health nurses (PHNs) have declined as a proportion of both the nursing and the public health workforces in the past 2 decades. This decline comes as 30 states report public health nursing as the sector most affected in the overall public health shortage. Taken together, these data point to a need for renewed recruitment efforts. However, the current public images of nurses are primarily those of professionals employed in hospital settings. Therefore, this paper describes the development of a marketable image aimed at increasing the visibility and public awareness of PHNs and their work. Such a brand image was seen as a precursor to increasing applications for PHN positions. A multimethod qualitative sequential approach guided the branding endeavor. From the thoughts of public health nursing students, faculty, and practitioners came artists' renditions of four award-winning posters. These posters portray public health nursing-incorporating its image, location of practice, and levels of protection afforded the community. Since their initial unveiling, these posters have been distributed by request throughout the United States and Canada. The overwhelming response serves to underline the previous void of current professional images of public health nursing and the need for brand images to aid with recruitment. © 2010 Wiley Periodicals, Inc.

  3. Nation branding: what is being branded?

    OpenAIRE

    Fan, Y

    2006-01-01

    Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and product-country image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research i...

  4. THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE

    Directory of Open Access Journals (Sweden)

    Chaniago A.

    2016-12-01

    Full Text Available The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer loyalty, brand equity on customer loyalty. The population of this study consisted of loyal 173 corporate advertisers to tvOne - an Indonesian national television company. The sample for this study was set as many as 173, but only 144 respondents who returned the feedback as part of the study. The 144 data were analyzed by using descriptive and inferential analysis of SEM. The research has proven that (1 the service quality significantly affects the brand image; (2 the service quality significantly influence the customer satisfaction; (3 the service quality significantly affects the brand equity; (4 the service quality significantly affects the customer loyalty; (5 the corporate rebranding has significant effects on the brand image; (6 the corporate rebranding has no significant effect on the customer satisfaction; (7 the corporate rebranding has no significant effect on brand equity; (8 the corporate rebranding has no significant effect on the customer loyalty; (9 the brand image has significant effect on the customer satisfaction; (10 the brand image has significant effects on the brand equity; (11 the brand image does not have significant effects on the customer loyalty; (12 significant effects from the customer satisfaction on customer loyalty; and (13 significant effects of the brand equity on the customer loyalty.

  5. Taking up an event: Brand image transfer during the FIFA World Cup

    NARCIS (Netherlands)

    Neijens, P.; Smit, E.; Moorman, M.

    2009-01-01

    A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through ‘take-up’ advertising in which the brand was associated with the event. Exposure level and involvement with

  6. Analisis Brand Association CocaCola dalam Pembentukan Brand Image Konsumen (Studi Kasus Pada Mahasiswa Universitas Sumatera Utara)

    OpenAIRE

    Silitonga, Lewildy V

    2012-01-01

    Image of a product can not be separated from the view or perception given by the consumers (respondents), whether or not a product consumers who rate it as users and customers concerned. The aim of the research was to know and analyze the brand association that forms CocaCola brand image in the minds of consumers in the North Sumatra University students. This research was descriptive.. It used descriptive analytic method, statistical method, that is, the validity and reliability test with ...

  7. Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

    Directory of Open Access Journals (Sweden)

    Chux Gervase Iwu

    2015-01-01

    Full Text Available To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic ‘powerhouses’, which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc, the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.

  8. Studying the Mediator Role of Customer Based Brand Equity in Successful Customer Relationship and Brand Image of Five Star Hotels in Mashhad

    OpenAIRE

    Fariborz Rahimnia; Seyede Zahra Fatemi

    2012-01-01

    Branding and brand management in the marketing world of today have many followers. In the service sector, brands are treated as a quick way to identify and differentiate themselves and create an image in the minds of their customers. Among the intangible aspects of a product or service, brand image is the most important aspect, which is emphasized in marketing strategies. Service firms try to communicate with their customers and make a desired image in the mind of their customers by influenci...

  9. Brand!

    DEFF Research Database (Denmark)

    Markvorsen, Steen

    På en vindstille sommerdag går der pludselig ild i en knastør skov og brandens frontkurve udbreder sig straks cirkulært ud fra antændingspunktet. Men hvis vinden blæser (op) og derved fører ekstra ilt til branden fra en given retning er frontkurven langt fra cirkulær. Der præsenteres øvelser, pro......, projekter, og forskningstemaer, som relaterer til forståelse, af hvordan skov- steppe- og andre brande udvikler sig....

  10. Analisa Pengaruh Brand Image Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Mediator Pada the Dreamland Luxury Villas and Spa, Bali.

    OpenAIRE

    Leliga, Felicia Juliani

    2013-01-01

    Penelitian ini dilakukan untuk mengetahui customer loyalty pada brand The Dreamland Luxury Villas and Spa, Bali melalui penilaian responden terhadap dimensi brand image yang terdiri dari brand strength, brand favorability, dan brand uniqueness, dengan menggunakan customer satisfaction sebagai variabel mediator. Dalam penelitian ini, penulis menggunakan metode kuantitatif dengan teknik partial least square (PLS). Dari hasil analisa, disimpulkan bahwa tidak ada pengaruh brand strength dan brand...

  11. ANALISA PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR HONDA

    OpenAIRE

    Warter Agustim

    2010-01-01

    Nowadays the rivalry of motorcycle industry in Indonesia increases rapidly. In facing this condition, the motorcycle producers are demanded to form a strong competitive superior component by making a good brand image for consumers. Brand image is a trade mark association; it is formed and stuck on consumers’ mind. It has three components i.e. producer, consumer, and product image. This research aimed to find out and analyze the affect of brand image consisted of producer, consumer, and produc...

  12. Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

    OpenAIRE

    Maja Šerić; Irene Gil Saura; Josip Mikulić

    2016-01-01

    Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigat...

  13. [Identification of green tea brand based on hyperspectra imaging technology].

    Science.gov (United States)

    Zhang, Hai-Liang; Liu, Xiao-Li; Zhu, Feng-Le; He, Yong

    2014-05-01

    Hyperspectral imaging technology was developed to identify different brand famous green tea based on PCA information and image information fusion. First 512 spectral images of six brands of famous green tea in the 380 approximately 1 023 nm wavelength range were collected and principal component analysis (PCA) was performed with the goal of selecting two characteristic bands (545 and 611 nm) that could potentially be used for classification system. Then, 12 gray level co-occurrence matrix (GLCM) features (i. e., mean, covariance, homogeneity, energy, contrast, correlation, entropy, inverse gap, contrast, difference from the second-order and autocorrelation) based on the statistical moment were extracted from each characteristic band image. Finally, integration of the 12 texture features and three PCA spectral characteristics for each green tea sample were extracted as the input of LS-SVM. Experimental results showed that discriminating rate was 100% in the prediction set. The receiver operating characteristic curve (ROC) assessment methods were used to evaluate the LS-SVM classification algorithm. Overall results sufficiently demonstrate that hyperspectral imaging technology can be used to perform classification of green tea.

  14. PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP MINAT PEMBELIAN SMARTPHONE APPLE IPHONE (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Hasanuddin)

    OpenAIRE

    -, ANDI FACHRUL DESTAMA

    2017-01-01

    ABSTRAK PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP MINAT PEMBELIAN SMARTPHONE APPLE IPHONE (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Hasanuddin) THE INFLUENCE OF BRAND IMAGE AND BRAND AWARENESS TO THE PURCHASE INTENTION OF APPLE IPHONE SMARTPHONE (Study on Students of Economic and Business Faculty, Hasanuddin University) Andi Fachrul Destama Muh. Asdar Abdul Razak Munir Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh Bran...

  15. Engaging luxury consumers in social media : Does active consumer engagement influence brand image?

    OpenAIRE

    Åvall, Martina

    2017-01-01

    This study aimed to investigate the effects of active consumer engagement within social media based brand communities on the brand image and luxury consumers’ desire to pur-chase luxury goods. The purpose of this study was to prove that by actively engaging con-sumers on social media luxury brands can positively influence the way consumers perceive the brand and through it increase consumers’ intention to purchase their products and services. Secondary research was carried out through col...

  16. Pengaruh Brand Image dan Brand Trust Terhadap Loyalitas Pelanggan KFC Pada KFC Cabang Ring Road Medan

    OpenAIRE

    Pramudya, Dimas

    2015-01-01

    Principally, the brand is a promise of selling to the consumer that consistent provides the unit, attribute, advantages and service. According to the result of survey by Top Brand Award, KFC is in the first position in category of Fastfood Restaurant in Indonesia in 2013. Based on Top Brand Award Fastfood Restaurant 2013, KFC occupies the market share of fast food and to be top brand 2013 up to 61.6% in Indonesia. Based on the result of survey it indicates that the KFC brand is liked by loya...

  17. Strategi Komunikasi Pemasaran dalam Membangun Brand Image pada Media Sosial Twitter @Pekanbaruco

    OpenAIRE

    Febriani, Mega

    2014-01-01

    Social media twitter is a gathering place for those people who want to shareinformation and a place to make new friends and interact online. Therefore, todaymany social media twitter accounts are present using the brand image as businessaccount because success of the twitter to promote products and services. Amidst themany other competitors that carries the same brand image, @PekanbaruCo managein building a brand image as a business accounts evidenced by an increase infollowers and clients. T...

  18. The Influence Of Customer Handling On Brand Image In Building Customer Loyalty

    OpenAIRE

    Ryan Kurniawan; Sucherly; Surachman

    2015-01-01

    Complaint handling influences brand image which will influence customer loyalty in the future. This research is aimed to find out how the complaint handling is capable to influence against the brand image in building the customer loyalty of Indomaret Minimarket with the study case of Indomaret Minimarket. This research also aims to find out how the complaint handling is conducted by Indomaret Minimarket the brand image of service on Indomaret Minimarket as well as the customer loyalty of Ind...

  19. PENGARUH EVENT MARKETING TERHADAP BRAND IMAGE ROKOK DJARUM SUPER MILD PT DJARUM

    Directory of Open Access Journals (Sweden)

    Ellen Madhalena

    2016-10-01

      Rokok merupakan salah satu industri di Indonesia yang memiliki peningkatan setiap tahunnya. Dari data yang diperoleh untuk perusahaan rokok di Indonesia pada tahun 2014 bulan Mei, PT Djarum menempati posisi ke 3 pangsa pasar rokok di Indonesia berdasarkan survei dari CNN Indonesia 2014, dengan produk unggulan yaitu rokok low tar nicotine. Untuk mencapai tujuan perusahaan, maka setiap perusahaan menggunakan strategi dalam berpromosi. Salah satu bentuk promosi yang digunakan adalah event marketing. Event marketing yang dilaksanakan perusahaan juga harus tepat pada sasaran agar mengangkat citra merek suatu perusaan bagi konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh event marketing terhadap brand image rokok Djarum Super Mild. Penelitian ini merupakan penelitian kuantitatif dengan analisis data deskriptif dan kausal dengan metode regresi linear berganda. Responden yang diteliti dalam penelitian ini berjumlah 100 pengunjung event Stage Bus Jazz Tour 2015 dengan teknik purposive sampling. Hasil penelitian secara simultan menunjukkan bahwa event marketing berpengaruh signifikan terhadap brand image rokok Djarum Super Mild. Sedangkan secara parsial menunjukkan bahwa variabel event marketing dengan dimensi involvement tidak berpengaruh signifikan terhadap brand image, interaction tidak berpengaruh signifikan terhadap brand image dengan, intensity berpengaruh signifikan terhadap brand image, individuality tidak berpengaruh signifikan terhadap brand image , innovation berpengaruh signifikan terhadap brand image, integrity tidak berpengaruh signifikan terhadap brand image.   Kata Kunci : Event Marketing, Brand Image, Rokok

  20. COUNTRY IMAGE VS. COUNTRY BRAND: DIFFERENCES AND SIMILARITIES

    Directory of Open Access Journals (Sweden)

    Denisa Adriana COTÎRLEA

    2015-08-01

    Full Text Available This article was written in order to provide an overview regarding the differences and similarities regarding two congruent, yet different concepts: country brand and country image. The geopolitical context and, implicitly, the current global context require a redefinition – or a more complex circumscription – of the “country image” and “country branding” concepts. In this paper, the author aimed to highlight the characteristics and particularities of the approached concepts in order to shape a framework of the context within these two operate; a brief analysis of the literature is presented, trying to emphasize the slight difference between the approached concepts

  1. Branding a School-Based Campaign Combining Healthy Eating and Eco-friendliness.

    Science.gov (United States)

    Folta, Sara C; Koch-Weser, Susan; Tanskey, Lindsay A; Economos, Christina D; Must, Aviva; Whitney, Claire; Wright, Catherine M; Goldberg, Jeanne P

    2018-02-01

    To develop a branding strategy for a campaign to improve the quality of foods children bring from home to school, using a combined healthy eating and eco-friendly approach and for a control campaign focusing solely on nutrition. Formative research was conducted with third- and fourth-grade students in lower- and middle-income schools in Greater Boston and their parents. Phase I included concept development focus groups. Phase II included concept testing focus groups. A thematic analysis approach was used to identify key themes. In phase I, the combined nutrition and eco-friendly messages resonated; child preference emerged as a key factor affecting food from home. In phase II, key themes included fun with food and an element of mystery. Themes were translated into a concept featuring food face characters. Iterative formative research provided information necessary to create a brand that appealed to a specified target audience. Copyright © 2017. Published by Elsevier Inc.

  2. PENGARUH ELECTRONIC WORD OF MOUTH (eWOM TWITTER @batikair TERHADAP BRAND IMAGE

    Directory of Open Access Journals (Sweden)

    Cherry Kartika

    2015-05-01

    Full Text Available This study aims to determine the influence of the Electronic Word of Mouth twitter @batikair in terms of the following dimensions are intensity dimension to the brand image, valence of opinion dimension to the brand image, and content dimension to the brand image.The sampling technique in this study using purposive sampling technique with criteria from Batik Air passengers in period of June 2015. The data in this study are primary data that collected through questionnaires. Data were analyzed using multiple regression analysis with the classical assumptions.Based on the results of data analysis and discussion, it can be concluded as follows: (1 There is eWOM twitter @batikair influence in terms of intensity dimension to the brand image. (2 There is a eWOM twitter @batikair influence in terms of valence of opinion dimension to the brand image. @batikair. (3 There is a positive eWOM twitter @batikair influence in terms of content dimension to the brand image, it means that the better available information from social network sites relating to products and services will be a positive influence on @batikairbrand image enhancement.   Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (eWOM twitter @batikair ditinjau dari dimensi-dimensi berikut yaitu dimensi intensity terhadap brand image, dimensi valence of opinion terhadap brand image, dan dimensi content terhadap brand image.Teknik pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling dengan kriteria tertentu yaitu para penumpang Batik Air. Data pada penelitian ini adalah data primer yang dikumpulkan melalui kuesioner. Teknik analisis data menggunakan analisis regresi berganda dengan asumsi klasik.Berdasarkan pada hasil analisis data dan pembahasan maka dapat disimpulkan sebagai berikut: (1 Terdapat pengaruh eWOM twitter @batikair ditinjau dari dimensi intensity terhadap brand imag.e. (2 Terdapat pengaruh eWOM twitter @batikair ditinjau dari dimensi

  3. The effects of image transfer strategy achieved through cobranding and brand extension

    Directory of Open Access Journals (Sweden)

    Rakita Branko

    2010-01-01

    Full Text Available This paper investigates the strategic importance of brand extension and cobranding. These two strategies we identify as the most important and the most popular brand image transfer strategies. They are widely adopted strategies for firms entering new markets, so they can take advantage of an existing brand's equity. In this article, we investigate whether cobranding with partner and brand extension has positive effects on customers' responses toward a new product. We also analyzed prerequisites for successful implementation of mentioned brand strategies. .

  4. Co-creation of a sustainable image on social media : the case of five food brands

    OpenAIRE

    Smallegange, Cornelia

    2017-01-01

    The food industry causes large environmental impacts globally. Different actors such as governments, brands and consumers however, are actively working on creating a sustainable society. In this study I investigate how brands and consumers co-create a sustainable image and which sustainable images they create. A multiple case study is conducted under five Dutch sustainable food brands by using content analysis of sustainability hashtags ...

  5. Branding Access through the Carolina Covenant: Fostering Institutional Image and Brand

    Science.gov (United States)

    Harris, Michael S.; Barnes, Bradley

    2011-01-01

    This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…

  6. Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol melalui Marketing Communication (Advertising dan Public Relation pada PT Multi Bintang Indonesia Tb

    Directory of Open Access Journals (Sweden)

    Cooky Tri Adhikara

    2011-05-01

    Full Text Available PT Multi Bintang Indonesia is a beverages production company, and one of its products are Green Sands. In early 2002, Green Sands revitalize to Green Sands Alcohol-Free and communicated through several promotional tools, including advertising and public relations. This study examines what brand image embedded on the consumers, and what is the level of influence of advertising and public relations toward the creation of brand image of products Green Sands Alcohol-Free. The research methods used in this study is test Cochran, multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company. 

  7. Brand name logo recognition of fast food and healthy food among children.

    Science.gov (United States)

    Arredondo, Elva; Castaneda, Diego; Elder, John P; Slymen, Donald; Dozier, David

    2009-02-01

    The fast food industry has been increasingly criticized for creating brand loyalty in young consumers. Food marketers are well versed in reaching children and youth given the importance of brand loyalty on future food purchasing behavior. In addition, food marketers are increasingly targeting the Hispanic population given their growing spending power. The fast food industry is among the leaders in reaching youth and ethnic minorities through their marketing efforts. The primary objective of this study was to determine if young children recognized fast food restaurant logos at a higher rate than other food brands. Methods Children (n = 155; 53% male; 87% Hispanic) ages 4-8 years were recruited from elementary schools and asked to match 10 logo cards to products depicted on a game board. Parents completed a survey assessing demographic and psychosocial characteristics associated with a healthy lifestyle in the home. Results Older children and children who were overweight were significantly more likely to recognize fast food restaurant logos than other food logos. Moreover, parents' psychosocial and socio-demographic characteristics were associated with the type of food logo recognized by the children. Conclusions Children's high recognition of fast food restaurant logos may reflect greater exposure to fast food advertisements. Families' socio-demographic characteristics play a role in children's recognition of food logos.

  8. The role of corporate image and extension similarity in service brand extensions

    NARCIS (Netherlands)

    Ruyter, de J.C.; Wetzels, M.G.M.

    2000-01-01

    In this article we examine the role of corporate image in extending service brands to new and traditional markets in the telecommunications sector. With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e.,

  9. University Social Responsibility and Brand Image of Private Universities in Bangkok

    Science.gov (United States)

    Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark

    2016-01-01

    Purpose: The purpose of this paper is to examine the effects of university social responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be implicit or explicit, i.e., actively…

  10. How does increasingly plainer cigarette packaging influence adult smokers' perceptions about brand image? An experimental study.

    Science.gov (United States)

    Wakefield, M A; Germain, D; Durkin, S J

    2008-12-01

    Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has been proposed to limit brand image, but tobacco companies would resist removal of branding design elements. A 3 (brand types) x 4 (degree of plain packaging) between-subject experimental design was used, using an internet online method, to expose 813 adult Australian smokers to one randomly selected cigarette pack, after which respondents completed ratings of the pack. Compared with current cigarette packs with full branding, cigarette packs that displayed progressively fewer branding design elements were perceived increasingly unfavourably in terms of smokers' appraisals of the packs, the smokers who might smoke such packs, and the inferred experience of smoking a cigarette from these packs. For example, cardboard brown packs with the number of enclosed cigarettes displayed on the front of the pack and featuring only the brand name in small standard font at the bottom of the pack face were rated as significantly less attractive and popular than original branded packs. Smokers of these plain packs were rated as significantly less trendy/stylish, less sociable/outgoing and less mature than smokers of the original pack. Compared with original packs, smokers inferred that cigarettes from these plain packs would be less rich in tobacco, less satisfying and of lower quality tobacco. Plain packaging policies that remove most brand design elements are likely to be most successful in removing cigarette brand image associations.

  11. Analisa Pengaruh Brand Extension Terhadap Customer Loyalty Konsumen Kecap Sedaap Di Surabaya Melalui Brand Association, Brand Awareness, Dan Brand Image Sebagai Variabel Perantara

    OpenAIRE

    Boentoro, Steven

    2015-01-01

    Pertumbuhan ekonomi Negara Indonesia pada tahun 2015 semakin meningkat sehingga dibutuhkan Competitive Advantage dalam bersaing. Wings Group memanfaatkan reputasi mereknya yang baik untuk membuat produk baru. Penelitian ini bertujuan untuk mengetahui efektivitas Brand Extension yang telah dilakukan oleh Wings Group terhadap produk Kecap Sedaap. Penelitian ini juga melihat hubungan yang mempengaruhi Customer Loyalty pengguna produk Kecap Sedaap dengan melihat Brand Awareness konsumen Kecap Sed...

  12. Brand Management

    OpenAIRE

    Polách, Petr

    2012-01-01

    Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the bas...

  13. PENGARUH BRAND IMAGE SPEEDY TELKOM TERHADAP LOYALITAS PELANGGAN DI KECAMATAN BANYUMANIK SEMARANG

    Directory of Open Access Journals (Sweden)

    Aries Susanty

    2012-08-01

    Full Text Available Penelitian ini  bertujuan untuk mengevaluasi pengaruh dari Brand Image Speedy Telkom terhadap loyalitas pelanggan dengan fokus pelanggan Speedy Telkom yang berdomisili di area Kecamatan Banyumanik Semarang. Data untuk kepentingan penelitian ini akan dikumpulkan melalui penyebaran kuesioner kepada 100 orang pelanggan Speedy Telkom. Selanjutnya, data akan diolah dengan menggunakan dengan bantuan software SPSS 17.0.Hasil pengolahan data menunjukkan bahwa, secara simultan,  ada  pengaruh positif dari brand image Speedy Telkom yang terdiri dari keuntungan dari asosiasi merek, kekuatan dari asosiasi merek, keunikan dari asosiasi merek terhadap loyalitas pelanggan Speedy Telkom di Kecamatan Banyumanik, Semarang. Secara parsial,  kekuatan dari asosisiasi merek mempunyai pengaruh yang lebih besar terhadap loyalitas pelanggan di Kecamatan Banyumanik, Semarang, dibandingkan dengan keuntungan dan keunikan dari asosiasi merek. Kata Kunci : Brand image, loyalitas pelanggan, Speedy Telkom     This study aimed to evaluate the impact of Brand Image Speedy Telkom  to loyality of customer in Kecamatan Banyumanik Semarang. Data for this research is collected by giving the questionnaire to 100 customer  of Speedy Telkom in Kecamatan Banyumanik, Semarang.  Data will be processed using SPSS software 17.0. Result of data processing show us that, simultaneously, there is a positive influence of brand image speedy Telkom which consisting of the advantages of brand association,  strength of brand association, and uniqueness of brand association on customer loyalty of speedy Telkom in Kecamatan Banyumanik, Semarang. Partially, the strength of the brand asosociation have greater significant influence on customer loyalty of speedy Telkom in Kecamatan Banyumanik, Semarang, compared with the influence of advantage and uniqueness of brand association. Keywords: Brand image, Customer Loyality, Speedy Telkom

  14. The Australian cigarette brand as product, person, and symbol

    OpenAIRE

    Carter, S

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value).

  15. Effects of co-creation in a tourism destination brand image through twitter

    Directory of Open Access Journals (Sweden)

    Mercedes Revilla Hernández

    2016-12-01

    Full Text Available The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.

  16. THE IMPACT OF BRAND IMAGE ON CUSTOMER'S LOYALTY TOWARDS PRIVATE LABEL BRANDS: THE MEDIATING EFFECT OF SATISFACTION. HUBLI-DHARWAD CONGLOMERATE CITY OF KARNATAKA

    OpenAIRE

    Mr. Basavaraj Sulibhavi & Dr. SHIVASHANKAR K

    2017-01-01

    Brand image is the current view of the customers about the brand. Customer’s loyalty is the state of fear or confusion regarding purchase or consumption of a product at a moment and it is further extended to repeat purchase, ingestion of repurchase and world of mouth. This can also be measured by through satisfaction. The focus of this study is to show the relationship between the brand image, satisfaction and customer’s loyalty towards private label brands in Hubli-Dharwad city. This study c...

  17. Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

    Directory of Open Access Journals (Sweden)

    Maja Šerić

    2016-12-01

    Full Text Available Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integrated marketing communications fairly highly. Brand image also reached relatively high scores, while the level of awareness of the brand was more moderate. Significant differences in perceptions among three delimited groups according to their national culture were found. The findings suggest that hotel managers should increase brand awareness and consider cross-cultural differences when implementing their business strategies. Limitations – A greater number of hotel guests according to their national culture should be approached to obtain more representative subsamples. Originality – The contribution of this work lies in examining three key marketing variables from the consumer point of view and under a cross-cultural approach. In particular, there has been little empirical evidence on IMC perceptions from the consumer perspective and hardly any considering the cultural background of the respondents. The contribution is also made to the hotel environment, as the variables were examined from the cross-cultural perspective, an issue that was completely neglected in the literature on hospitality marketing to date.

  18. Comparative pharmacokinetic and pharmacodynamic evaluation of branded and generic formulations of meloxicam in healthy male volunteers

    Directory of Open Access Journals (Sweden)

    Del Tacca M

    2013-07-01

    Full Text Available Mario Del Tacca,1,2 Giuseppe Pasqualetti,3 Giovanni Gori,1 Pasquale Pepe,1 Antonello Di Paolo,2 Marianna Lastella,2 Ferdinando De Negri,1 Corrado Blandizzi2 1Clinical Pharmacology Centre for Drug Experimentation, Pisa University Hospital, 2Department of Clinical and Experimental Medicine, 3Geriatrics Unit, University of Pisa, Pisa, Italy Purpose: The primary aim of the present study was to assess the pharmacokinetic bioequivalence between a generic formulation of meloxicam 15 mg tablets (Meloxicam Hexal and its respective brand product (Mobic, in order to verify whether the generic product conforms to the regulatory standards of bioequivalence in the postmarketing setting. As a secondary exploratory aim, the pharmacodynamic effects of the two formulations were also evaluated by means of rating scales following hyperalgesia induced by cutaneous freeze injury. Subjects and methods: A single 15 mg dose of generic or branded meloxicam tablets was administered to 24 healthy male volunteers in a crossover fashion. Plasma samples, collected for 24 hours after dosing, were assayed for meloxicam concentration by a validated high-performance liquid chromatography method. Results: The analysis of pharmacokinetic parameters did not show any significant difference between the two meloxicam formulations: the 90% confidence intervals fell within the acceptance range of 80%–125% (0.84–1.16 for area under the curve [0–24], and 0.89–1.23 for peak concentration. No difference in the pharmacodynamic end point was observed between the two groups. Conclusion: The pharmacokinetic profiles of the two meloxicam formulations confirm the regulatory criteria for bioequivalence; pharmacodynamic data indicate a similar antihyperalgesic effect. The two formulations can be used interchangeably in the clinical setting. Keywords: meloxicam, pharmacokinetics, healthy volunteers, generic drug, bioequivalence, postmarketing

  19. Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia

    Directory of Open Access Journals (Sweden)

    Same Siiri

    2014-06-01

    Full Text Available Gaining understanding about customers ’mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known countries compete with bigger and more popular tourist destinations. The article focuses on the effectiveness of Brand Estonia and claims that it is still a challenge, despite the existence of an ongoing strategy. It also favors the revision of the brand identity selection and the promotion of Estonian brand, and supports a customer-based approach for their assessment. Documentary and empirical evidence show that the image of Estonia among its most important target audiences in the field of tourism does not match the Estonian brand identity. The gap in-between was evidenced by the results and content analysis of 24 in-depth interviews made with a selected group of people well acquainted with the country as well as some branding experts. This article contributes to the existing case study literature with findings that also manifest opportunities to strengthen the country brand, if its formulation develops a realistic brand identity and its promotion is based on accurate, unique and appealing ideas. It proposes academic support to innovative or alternative concepts for the country branding, and comments on applications of this study to more specific fields and further research.

  20. Brand Identity.

    Science.gov (United States)

    Lawlor, John

    1998-01-01

    Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

  1. THE INFLUENCE OF PERCEIVED QUALITY, BRAND IMAGE, AND EMOTIONAL VALUE TOWARDS PURCHASE INTENTION OF CONSINA BACKPACK

    Directory of Open Access Journals (Sweden)

    Basrah Saidani

    2017-05-01

    Full Text Available This study was conducted to determine the descriptive and empirical impact of perceived quality, brand image and emotional value toward purchase intention. The object of this research was respondents of backpack users in East Jakarta. Methods of data collection using survey methods. Data analysis using SPSS to process and analyze the research data. The results of descriptive test explained that perceived quality, brand image and emotional value of backpack Consina is good according most respondents answer, so they have quite high purchase intention. The hypothesis test shows, perceived quality has positive and significant effect on purchase intention, brand image has positive and significant effect on purchase intention, emotional value has positive and significant effect on purchase intention, perceived quality, brand image and emotional value have simultaneous effect on purchase intention.

  2. The impact of nation branding campaigns on country image. Case Study: Romania

    Directory of Open Access Journals (Sweden)

    Andrei Anca-Georgiana

    2017-06-01

    Full Text Available The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.

  3. The influence of sports events endorsement on children’s perceptions of healthy food products and brands

    OpenAIRE

    Campos, Catarina

    2016-01-01

    Field lab in marketing: Children consumer behaviour This study aims to explore and evaluate the impact of sports marketing on children’s food choices, more specifically, how different sports marketing strategies on healthy cereals targeted to children can have an impact on their attitudes towards the product and the brand, and on the way they perceive the importance of healthy food consumption and physical activity. For that purpose, two different strategies were tested: a customized pa...

  4. Relations of Brand Image Tocustomers Buying Decisionon Grand Inna Muara Hotel Padang

    OpenAIRE

    Zengga, Zengga; Chair, Ira Meirina; Abrian, Youmil

    2013-01-01

    This study aims to describe the relations between brand image to customers buying decision room in hotel grand inna muara padang. This study is a descriptive correlational study. The study population as many as 1694 consists of guest during stay on grand inna muara hotel padang. The descriptive analysis of the results showed that brand image categorized excellent (56%) and categorized quite good (33%). The descriptive analysis of the result results showed that customers buying decision categ...

  5. Analisa Pengaruh Corporate Social Responsibility Terhadap Brand Image Dan Customer Loyalty Di Pop! Hotels Indonesia

    OpenAIRE

    Livia, Astrid; Gladys, Gladys

    2017-01-01

    Penelitian ini dilakukan untuk menganalisa pengaruh CSR terhadap brand image dan customer loyalty pada Pop! Hotels di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan bantuan penyebaran kuesioner yang dibagikan kepada 200 responden yang pernah menginap di Pop! Hotels di Indonesia. Hasil penelitian menunjukkan bahwa CSR berpengaruh positif dan signifikan terhadap brand image dan customer loyalty. Selain itu CSR juga berpengaruh secara tidak langsung terhadap customer ...

  6. The Effect of Store Brand Image and Service Quality Towards Customer Loyalty at Freshmart Superstore Manado

    OpenAIRE

    Tumiwa, Johan; Lapian, S. L. H. V. Joyce; Kumowal, Rivo Christian

    2016-01-01

    Customer loyalty has been recognized as the dominant factor in a superstore€™s success. The customer loyalty subject has become of increased interest to most superstore in the competitive situation over the last few years. Store brand image and service quality describes what customers are looking for that is likely to be advantageous to the Superstore. The objectives of this research are to analyze the effect of store brand image, and service quality towards consumer loyalty, simultaneously a...

  7. Analisis Pengaruh Brand Image, Price Perception, Dan Service Quality Terhadap Customer Loyalty Pada Pelanggan Urban Kitchen

    OpenAIRE

    Joshua, Timothy Joshua; Haryadi, Eddy

    2014-01-01

    This study was conducted to determine the influence of Brand Image, Price Perception, and Customer Service Qualityon Customer Loyalty in Urban Kitchen. The questionnaires were distributed to 150 respondents in four locations of Urban Kitchen employing simple random sampling technique. The data obtained were processed and analyzed using the Structural Equation Model (SEM) with LISREL8.72. The results indicate that Brand Image and Service Quality have significant influences on Customer Loyalty,...

  8. Influence of perceived city brand image on emotional attachment to the city

    OpenAIRE

    Manyiwa, Simon; Priporas, Constantinos-Vasilios; Wang, Xuan Lorna

    2018-01-01

    Purpose - This study examines the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: residents and visitors. \\ud \\ud Design/methodology - A total of 207 usable questionnaires were collected from 107 residents of the city of Bratislava, Slovakia, and 100 visitors to the city. Partial least square structural equation modelling (PLS-SEM) me...

  9. Influence of perceived city brand image on emotional attachment to the city

    OpenAIRE

    Manyiwa, Simon; Priporas, Constantinos-Vasilios; Wang, Xuan Lorna

    2018-01-01

    Purpose - This study examines the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: residents and visitors. Design/methodology - A total of 207 usable questionnaires were collected from 107 residents of the city of Bratislava, Slovakia, and 100 visitors to the city. Partial least square structural equation modelling (PLS-SEM) met...

  10. How Business and Marketing Ethics Can Affect Hotel Brand Image, Case: Chinese Hotel Chain

    OpenAIRE

    Guo, Xinxin

    2013-01-01

    Ethical business and marketing is the new model, and the thesis tries to explore how ethical issues impact Chinese hotel brand image. Moreover, by the combination of corporate social responsibility and customers’ value, to carry out the social values-driven marketing, the company can fully take on its social responsibility and business ethics throughout the marketing process, realizing the win-win of social benefits and company benefits. Thereby, these pave a way for ethics and brand image, a...

  11. Penerapan Green Marketing Pada Upaya Membentuk Brand Image Dalam Menciptakan Corporate Image Go Green (Studi Pada PT. Cabot Indonesia, Jakarta)

    OpenAIRE

    Khoirudin, Miftah; Hidayat, Kadarisman; Yulianto, Edy

    2016-01-01

    This research uses descriptive research with qualitative approach, with two formulation of the problem, namely; How does the process of implementing green marketing PT Cabot Indonesia as an effort to build the brand image?; How does the brand image of green marketing PT Cabot Indonesia in creating a corporate image go green? These results indicate that; Process of green marketing according to Peattie divided into 7 implementation of internal and 7 implementation of external and 4 indicators o...

  12. DOES THE IMAGE OF INDONESIAN CONTEMPORARY ARTISTS MATTER? A THEORETICAL REVIEW ON BRAND IMAGE, ACCEPTANCE & MARKET OPPORTUNITY

    Directory of Open Access Journals (Sweden)

    Samuel PD Anantadjaya

    2015-06-01

    Full Text Available The issue surrounding brand image is always fascinating to ponder. This is true not only for products/services, but also for organizations and individuals. Like it or not, individuals are prone toward creating brand image to excel in life. From the understanding on products/services, personal marketing for artists are deemed necessary. Following the study on personal brand image, it is fascinating to evaluate the likelihood of impact toward public/market acceptance, and whether the level of public/market acceptance influences the level of market opportunity for those artists. Hence, it is expected that the relationships are adequately robust.

  13. The Influence of Emag Image Brand Among Resita's Online Consumers

    Directory of Open Access Journals (Sweden)

    Gabriel Dinu

    2016-01-01

    Full Text Available The need for a strong brand in the online environment should be among the first steps to takeinto consideration while you want to grow a business. For a brand , one of the most importantmissions , especially in the online strategies is to define an identity , a "voice", that is easilyrecognizable. This identity must be the basis that you are using on all social networks and on allthe strategies.

  14. The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks

    Directory of Open Access Journals (Sweden)

    Michel Alves Prado

    2015-09-01

    Full Text Available As there are few studies on the influence of the country of origin image on brand equity for services companies (as it is the case of financial institutions, the aim of this paper is to analyze the influence of the country of origin image on the brand equity of Spanish banks. A descriptive and quantitative research was employed, using the survey method to verify the hypothesis that the country of origin image (Spain positively influences the brand equity of Spanish banks. The main statistical analyzes were the  factor analysis and the multiple regression analysis. As a result, it was found that the Attitude dimension underlying the variable Brand equity of Spanish banks suffered more influence than the Awareness dimension. Furthermore, it was found that the country of origin image positively influences the brand equity of Spanish banks. The technical aspects, in general, influence more than friendly aspects, thus implying a direction for the Spain brand development strategy focused on these aspects. Limitations of this study include the use of a non-probability sample and the use of Spanish banks as the object of study. We suggest the development of new works in the services area, in different categories and with different countries of origin, in order to provide further discussion and theoretical basis for future studies and strategic actions, aiming to create and improve the image of countries.

  15. PENGARUH CITRA MEREK (BRAND IMAGE DAN KEPUASAN WISATAWAN TERHADAP LOYALITAS WISATAWAN PADA BALI ADVENTURE RAFTING

    Directory of Open Access Journals (Sweden)

    Ardilla Nathaurisia

    2017-01-01

    Full Text Available ith loyalty and high power of buying. Research impact of brand image and guest satisfaction on customer loyalty is important to do in order to obtain an explanation of the relationship between brand image and customer satisfaction on customer loyalty. The purpose of this study is 1 to identify the circumstance brand image on customer loyalty. 2 to identify the circumstance customer satisfaction on customer loyalty. 3 to determine the circumstance brand image and customer satisfaction on customer loyalty. This research was conducted at Bali Adventure Rafting. Result shows that branding and customer satisfaction has a significant effect on customer loyalty in Bali Adventure Rafting with result 41,7%. This result is obtained from the value of determination D x 100% = 0,417 x 100% = 41,7%. This means that the brand image and customer satisfaction contributing positively to customer loyalty of rating of 41,7% and the remaining 58,3% is influenced by others factors such as costumers satisfaction, marketing strategy.

  16. The Effect of Marketing Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector

    OpenAIRE

    Saghar Rafiei; Manijeh Haghighi Nasab; Hamidreza Yazdani

    2013-01-01

    The aim of this research was to prioritize the most important factors that influence brand equity in the software industry. In this regard, the relationships between marketing-mix effort (channel performance, value-oriented price, promotion, and after sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance have been investigated by the structural equation modeling. A random sampling met...

  17. The Influence Of Customer Handling On Brand Image In Building Customer Loyalty

    Directory of Open Access Journals (Sweden)

    Ryan Kurniawan

    2015-08-01

    Full Text Available Complaint handling influences brand image which will influence customer loyalty in the future. This research is aimed to find out how the complaint handling is capable to influence against the brand image in building the customer loyalty of Indomaret Minimarket with the study case of Indomaret Minimarket. This research also aims to find out how the complaint handling is conducted by Indomaret Minimarket the brand image of service on Indomaret Minimarket as well as the customer loyalty of Indomaret Minimarket. This research using questionnaire as an instrument in collecting the data. The analysis type of this research is descriptive analysis and causal. The sample used as many as a 165 respondents with purposive sampling techniques. This research uses 33 indicators that will be counted with analysis technique SEM Structural Equation Modelling. The result of this research is that the complaint handling conducted by Indomaret Minimarket has been good but the aspect of speed in complaint handling is considered as not good. Besides the brand image and loyalty have been good enough. The customer loyalty is influenced by the complaint handling and the brand image by 32.7. The complaint handling has a significant influence against the customer satisfaction but the complaint handling does not influence against the customer loyalty. The brand image significantly influences against the customer loyalty. Then complaint handling influential not directly to customers trough loyalty of customer satisfaction. In addition the necessary integrated system standardization compensation and to rejuvenate issue at regular intervals to improve complaint handling that can give the effect to customer loyalty through brand image.

  18. Brand Image and Perceived Quality on Consumer Buying Decision of Samsung Mobile Phone in Manado

    OpenAIRE

    Tumewu, Ferdinand; Lapian, Joyce; Maindoka, Raiza

    2014-01-01

    Buying decision is the stage in which consumers make the decision or take an action whether to purchase a certain product or not. The purpose of this research is to analyze the simultaneous effect of brand images and perceived quality of consumer buying decision. This research, the population refers to people in the city of Manado which used mobile phone brand Samsung with sample size as many as 100 respondents. This research used quantitative analyze by using questionnaires and used Multiple...

  19. ANALISA PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR HONDA

    Directory of Open Access Journals (Sweden)

    Warter Agustim

    2010-10-01

    Full Text Available Nowadays the rivalry of motorcycle industry in Indonesia increases rapidly. In facing this condition, the motorcycle producers are demanded to form a strong competitive superior component by making a good brand image for consumers. Brand image is a trade mark association; it is formed and stuck on consumers’ mind. It has three components i.e. producer, consumer, and product image. This research aimed to find out and analyze the affect of brand image consisted of producer, consumer, and product image to the consumers’ decision in buying Honda motorcycle, both in partially and simultaneously to find out which variables had domain effect. The type of this research is explanatory research explaining the causal relationship among variables by using hypothesis test. The sample of this research was 69 S-1 students of Economic Faculty of Tribhuwana Tunggadewi University of Malang; they had ever bought Honda motorcycle. The data analysis method used in this research was multiple linier regressions.  The result gained by using multiple linier regressions showed that both in partially and simultaneously producer image variable (X1, consumer image (X2, and product image (X3 had a significant effect to the consumers decision in buying Honda motorcycle. Whereas, the variable which was dominant to the consumers was product image variable (X3.            The conclusion which could be taken from this research was the three independent variables i.e. producer image, consumer image, and product image both in partially and simultaneously had a significant effect to the consumers’ decision in buying Honda motorcycle. Product image variable (X3 was the variable having a dominant effect to the consumers’ decision in buying Honda motorcycle. By having know that brand image had a significant effect to the consumers’ decision, it was suggested that Honda Company could maintain its brand image formed nowadays so that it could increase the sale of

  20. Product Placement and Brand Equity

    OpenAIRE

    Corniani, Margherita

    2003-01-01

    Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.

  1. Pengaruh Marketing Public Relations Terhadap Brand Image Dan Loyalitas Pelanggan (Survei Pada Wisatawan Taman Rekreasi Selecta, Batu)

    OpenAIRE

    Sitepu, Rehulina Desviora

    2015-01-01

    This research aims to: investigate the influence of Marketing Public Relations on Brand Image, investigate the influence of Brand Image on Customer Loyalty and investigate the influence of Marketing Public Relations on Customer Loyalty. The research method that used is explanatory research with quantitative approach. Variables that used in this research are Marketing Public Relations, Brand Image, and Customer Loyalty. The respondents of this research are the visitors of Selecta Recreational ...

  2. The Effect of Relationship Marketing and Brand Image on Customer Loyalty (Case of Astinet Business Customer PT Telkom Witel Makassar)

    OpenAIRE

    Andi Nur Qalby; Abdul Razak Munir; Jusni Jusni

    2018-01-01

    Marketing is an activity that can penetrate space and time. This study aims to determine to know the influence of Relationship Marketing and Brand Image Against Customer Loyalty at PT Telkom Witel Makassar. This type of research is causal (causal relationship research), which is trying to find the relationship of influence between relationship marketing and brand image with customer satisfaction and loyalty ASTINet users. The results showed that Relationship marketing and Brand image have pos...

  3. THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC

    Directory of Open Access Journals (Sweden)

    Stephen L. Sondoh Jr.

    2007-01-01

    Full Text Available The purpose of this study is to examine the effect of brand image benefits on satisfaction and loyalty intention in the context of color cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 97 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits: functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customers' loyalty. The results imply that marketers should focus on brand image benefits in theireffort to achieve customer loyalty.

  4. An investigation on the effects of brand equity, trust, image and customer satisfaction on regular insurance firm customers’ loyalty

    Directory of Open Access Journals (Sweden)

    Hamid Reza Saeednia

    2014-03-01

    Full Text Available Brand plays essential role on the success of most organizations and it has been considered as organizational assets. Therefore, brand management is important in today’s structure of organizations. A good brand helps gain new customer and future preferences, which leads to customer retention. Brand loyalty is one of the most important components of brand management. It can raise firm’s market share and it has close relationship with firm’s return of investment and profits. This research tries to answer this question and finds out more about the relationship between customer satisfaction, trust, brand equity, brand image and customer loyalty. The study uses a sample of 384 regular customers who use insurance services in Iran. Using Pearson correlation ratio as well as structural equation modeling, the study has detected positive and meaningful relationship between brand equity and other factors such as customer satisfaction, trust, etc.

  5. Kontribusi Brand Image Universitas Bina Nusantara terhadap Minat Sektor Industri Atas Alumni

    Directory of Open Access Journals (Sweden)

    Tinjung Desy Nursanti

    2009-03-01

    Full Text Available Brand image is the existence of characteristic of a number of associations leading to unity of meaning, which ultimately determines general consumer reaction in providing assessments or responses to a brand. The marketing communication efforts by the company may be able to present a flexible technique in shaping consumer perceptions towards products and services offered to consumers and to help create image and attributes for users. From the eyes of the public as consumers, brand image is developed gradually, starting from the first appearance of the brand in the wider community, known, and perceived by the public. The industrial sector as users of academic products shall be more selective in their choices. One consideration to be taken into factor is that of an alumnus of a university with a trusted reputation. In this case, Binus University has an image as one of the leading private university in Jakarta. This study analyzes the brand image of Binus University for the industrial sector, related associations Binus University and how much is the spread of influence in order to get the picture of  quality and popularity of Binus University in the minds of the industrial sectors.

  6. Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

    OpenAIRE

    Yuliana Riana Pand; Wiliany Gui

    2016-01-01

    The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and be...

  7. Company Slogan and a Vivid Image of a Trademark - as Main Components of a Strong Brand

    Directory of Open Access Journals (Sweden)

    Igor BELOSTECINIC

    2015-12-01

    Full Text Available Among other methods, good brand managers always affect clients and strengthen their fidelity to the brand by means of company advertising slogans and vivid images associated with this brand. Slogans may function as useful “levers” or “hooks” helping clients to understand the essence of a trademark and its peculiarity, as well as to nail in clients' minds the established image of a strong brand. One of the “hooks” attracting attention to brand and helping to nail it in a common man's mind – is a company (advertising slogan - short message or motto, which actively presents the key theme of the brand in general or of a certain advertising campaign, and contains substantial information, reflecting the essence of campaign's or product's marketing offer. One must admit that it is nice to recall favorite philosopher's aphorisms or sayings while getting up in the morning, and to whistle an aria from a renowned opera on your way to work. However, more often people sing unsophisticated verses about the “sign of a good taste” and get annoyed by a trivial call to “have a break” going round in their heads. This means that the advertisement of popular chocolate bars and drinks has hit its target. The main lever for success in generation of a positive and recognizable brand image - is the slogan and its graphic image in consumer's mind. Together with other brand components (logo, corporate colors, sound or music image a slogan generates the system of constant elements which ensure the brand's internal unity and are aimed at creation of exposure effect. To some extent, we all are “ad eaters” and are always capable of estimating an ad, even if it is at the level of feelings: whether we like it or not. So why a certain advertisement can make us smile, elicit good feelings and cause an urge to buy product/service that is being advertised, and another one - evokes disappointment and annoyance? The answer is obvious: the first one was

  8. The role of brand image congruity in Iranian consumers’ demand for auto parts

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2014-06-01

    Full Text Available One of the primary issues in handling demands for auto parts in the world is to build a mutual trust between consumers and vendors. When people trust a brand, they purchase more easily and it is possible to develop market. In Iran, there is a growing interest in demand for auto parts and each year, tens of millions of auto parts are getting sold. This paper presents an empirical investigation to detect the effects of brand image on demand for auto parts. Using a sample of 202 randomly selected people who buy/sell auto parts in city of Tehran, Iran, the study determines three variables including brand strength, brand attributes and consumer trust through the implementation of structural equation modeling.

  9. THE EFFECT OF TRUST AND BRAND IMAGE ON PURCHASE DECISION (TOYOTA CAR SURVEY IN JAKARTA REGION

    Directory of Open Access Journals (Sweden)

    Setyo Ferry Wibowo

    2017-09-01

    Full Text Available The purpose of this research is to know: 1 influence of confidence to Toyota Agya car purchase decision in Jakarta area, and 2 influence of brand image to Toyota Agya car purchase decision in Jakarta area. The object of this research is 200 respondents of Toyota Agya car users in Jakarta area. Methods of data collection using survey method. Data analysis using SPSS 22. Descriptive test results explain that there is still a lack of trust and brand image in Toyota Agya car in the Jakarta area causing the lack of consumer response to make purchasing decisions. The result of hypothesis testing shows: 1 existence of positive and significant influence of trust toward purchasing decision, 2 existence of positive and significant influence from brand image to purchasing decision.

  10. The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City

    OpenAIRE

    Nosica Rizkalla; Leis Suzanawaty

    2012-01-01

    Retailers produce their own private label brand as a strategy to distinguish their products from competitors’. Based on previous research, store image and service quality can be used to improve private label brand image and purchase intention. A Research is conducted at Lotte Mart, Gandaria City Mall in Jakarta to find out whether store image and service quality could influence private label brand image and purchase intention. This research adopts Wu et.al.'s framework (2010). Data processing...

  11. In HOs we trust : how crises affect brand image and trustworthiness in humanitarian organizations

    OpenAIRE

    Diep, Lisa; Stedt, Amanda

    2014-01-01

    During the past five years the Red Cross has been involved in two different internal crises. All of them can be related to trustworthiness and brand image. Why would someone keep donating money to an organization that has been involved in fraud and suspicion of corruption? The purpose of this dissertation is to explore how non-governmental (NGO) and non-profit (NPO) organizations rebuild their brand image and trustworthiness after a crisis. We will look at the problem from both the organizati...

  12. The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City

    Directory of Open Access Journals (Sweden)

    Nosica Rizkalla

    2012-12-01

    Full Text Available Retailers produce their own private label brand as a strategy to distinguish their products from competitors’. Based on previous research, store image and service quality can be used to improve private label brand image and purchase intention. A Research is conducted at Lotte Mart, Gandaria City Mall in Jakarta to find out whether store image and service quality could influence private label brand image and purchase intention. This research adopts Wu et.al.'s framework (2010. Data processing uses Structure Equation Modeling. Research outcome reveals that service quality is a significant factor in influencing private label brand image and purchase intention.

  13. Image and consumption: the communication Unilever/Ades brand on digital platforms

    Directory of Open Access Journals (Sweden)

    Lucilene dos Santos Gonzales

    2015-06-01

    Full Text Available Understanding the importance of images for consumption as well as the Internet and Web 2.0 technologies for marketing communication, this article focuses on the potential image as influencing agent in consumer relations. Specifically, demonstrates the case of Unilever and its Ades product, analyzing how the images used on the website and in the Fan Page of the brand influence consumers .

  14. The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults.

    Science.gov (United States)

    Vallone, Donna; Greenberg, Marisa; Xiao, Haijun; Bennett, Morgane; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth

    2017-12-07

    Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth ® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15-21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes.

  15. The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults

    Directory of Open Access Journals (Sweden)

    Donna Vallone

    2017-12-01

    Full Text Available Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15–21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p < 0.05, controlling for covariates known to influence tobacco use behavior. Findings also translate the effect size difference to a population estimate of more than 300,000 youth and young adults having been prevented from current smoking over the course of a year. Building brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes.

  16. The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults

    Science.gov (United States)

    Vallone, Donna; Greenberg, Marisa; Xiao, Haijun; Bennett, Morgane; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth

    2017-01-01

    Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15–21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p < 0.05), controlling for covariates known to influence tobacco use behavior. Findings also translate the effect size difference to a population estimate of more than 300,000 youth and young adults having been prevented from current smoking over the course of a year. Building brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes. PMID:29215555

  17. PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUASAN WISATAWAN DALAM MEMILIH TAKSI BLUE BIRD DI BALI

    Directory of Open Access Journals (Sweden)

    Dewa Ayu Putu Mega Puriani

    2017-07-01

    Full Text Available In Bali, many types of taxi can be encountered starting from the airport until city and tourist destination, one of them is Blue Bird Taxi. Blue Bird taxi has a brand image and good service quality which can be seen from many awards, some of them are Mark Plus Wow Service Excellence Award 2015 and Indonesian Leading Taxi/Limousine Company. Along with the technology development, giving significant impact to competition among land transportation for instance online based taxi. The technique of determining the respondents is purposive sampling technique with the number of respondents were 170 respondents. Furthermore, in analysing the data, this study using multiple regression analysis techniques. Results of this study mention that variable dimension dominate on brand image is strength. In partially brand image give positive and significant impact on tourist satisfaction with tcount of 2,465 and significant value of 0,015. And variable dimension dominate on service quality is tangible. Service quality give positive and significant impact on tourist satisfaction with tcount of 9,219 and significant value of 0,000. Simultaneously, it can be concluded that brand image and service quality give positive and significant impact on tourist satisfaction with Fcount of 105,731 and significant value of 0,000.

  18. Clogs in the Re-Branding Wheel: Images of Leadership in Nigerian ...

    African Journals Online (AJOL)

    According to Randall Frost, place branding determines whether a countrymay be chosen as a tourist destination, a place to invest or a source ofconsumer goods. Rebranding implies that Nigeria s image is inimical toattaining these goals. Sensibly, writers are perceived as stakeholders in thisnew project. This study ...

  19. Pengaruh Marketing Mix Dan Brand Image Terhadap Customer Satisfaction Dan Customer Loyalty Di Restoran X Surabaya

    OpenAIRE

    Wijaya, Kevin; Sutejo, Andrew Robby Darmawan

    2017-01-01

    Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh Marketing Mix dan Brand Image yang dijalankan oleh restoran X Surabaya terhadap kepuasan konsumen dan loyalitas konsumen. Penelitian ini menggunakan penelitian quantitatif, sampel yang diperoleh dari pengisian kuesioner oleh 100 konsumen yang pernah makan di restoran X. Dengan menggunakan metode analisa Partial Least Square, hasil penelitian menunjukkan bahwa marketing mix mempunyai pengaruh positif significant terhadap kepua...

  20. The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior

    Science.gov (United States)

    Chen, Chin-Tsu

    2016-01-01

    This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336…

  1. CUSTOMER SATISFACTION IN AN SME: A CUSTOMER PERSPECTIVE IN PERCEIVED VALUE AND LOCAL BRAND IMAGE

    Directory of Open Access Journals (Sweden)

    Yulianti F.

    2017-12-01

    Full Text Available This study is aimed to understand the relationship of perceived quality and brand image on customer satisfaction of Sasirangan Consumer. The study were taken at Banjarmasin, South Kalimantan Province, Indonesia. The object of this study is SME’s Sasirangan (Kain Sasirangan. The object was taken since it has a deep local wisdom and deep meaning for Banjarmasin society (Banua. The subject taken in this research is youngsters at college. This group of subject taken since today’s youngsters has a unique characteristics that also affecting their taste on certain product. The sample was as many as 139 people involved, and executed by using Partial-Least-Square SEM (PLS-SEM. The results of the study shows that either perceived quality or brand image positively increasing the customer satisfaction. Based on the model examination, the perceived value are able to directly affecting the customer satisfaction rather than that affected by brand image. However the indirect effect also indicate that the brand image are also able to mediate the effect of perceived quality on customer satisfaction. The limitation of this study is the object is a single object that may affect the degree of generality against another research.

  2. The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s

    OpenAIRE

    Fransisca Andreani; Tan Lucy Taniaji; Ruth Natalia Made Puspitasari

    2012-01-01

    The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer s...

  3. Adolescents' perceptions of cigarette brand image: does plain packaging make a difference?

    Science.gov (United States)

    Germain, Daniella; Wakefield, Melanie A; Durkin, Sarah J

    2010-04-01

    To examine the effect of plain packaging on adolescents' perceptions of cigarette packs, attributes of smokers, and expectations of cigarette taste, and to identify the effect of increasing the size of pictorial health warnings on appraisal of plain packs. We used a 5 (degree of plain packaging and graphic health warning)x 3 (brand type) between-subjects experimental design, using a Web-based methodology to expose adolescents to one randomly selected cigarette pack, during which respondents completed ratings. When brand elements such as color, branded fonts, and imagery were progressively removed from cigarette packs, adolescents perceived packs to be less appealing, rated attributes of a typical smoker of the pack less positively, and had more negative expectations of cigarette taste. Pack appeal was reduced even further when the size of the pictorial health warning on the most plain pack was increased from 30% to 80% of the pack face, with this effect apparent among susceptible nonsmokers, experimenters, and established smokers. Removing as much brand information from cigarette packs as possible is likely to reduce positive cigarette brand image associations among adolescents. By additionally increasing the size of pictorial health warnings, positive pack perceptions of those who are at greater risk of becoming regular addicted adult smokers are most likely to be reduced. Copyright 2010 Society for Adolescent Medicine. Published by Elsevier Inc. All rights reserved.

  4. Brand Relationships on Retailing: The Impact of Image on Behavioral Intentions of Consumers Brand Relationships on Retailing: The Impact of Image on Behavioral Intentions of Consumers

    Directory of Open Access Journals (Sweden)

    Renata Livramento

    2011-04-01

    Full Text Available The electronics retail market has been growing in a remarkable way. On the other hand, the strong competition in retail and the fact that the same retailers sell products of similar brands and models, poses asignificant challenge for its differentiation. That's the purpose of this work, which aims at proposing a scale that measures these retailers' image, identifying the factors that impacted this image the most, as well as verifying the possible impacts of the image in the consumers' behavioral intentions. Thus, 48 detailed interviews and 4 discussion groups were carried out plus 490 questionnaires. After the scales were validated, a structural model was tested. It was observed that that the Instrumental elements, followed by the factors Products and Appearance/ Assistance in the Store were the ones that caused the biggest impact in the retailer's Image. On the other hand, the Image presented a high impact in the purchase intention and word of mouth communication, which is determinant for these retailers' performance in the market. The article contributes with the development of Image scale for Electronics' Retailers as well as in the evidence of the significant impacts of this image in the behavioral intentions. The image scale can also be applied by retailers in a managerial way as an image diagnosis and comparative measurement with competitors.The electronics retail market has been growing in a remarkable way. On the other hand, the strong competition in retail and the fact that the same retailers sell products of similar brands and models, poses asignificant challenge for its differentiation. That's the purpose of this work, which aims at proposing a scale that measures these retailers' image, identifying the factors that impacted this image the most, as well as verifying the possible impacts of the image in the consumers' behavioral intentions. Thus, 48 detailed interviews and 4 discussion groups were carried out plus 490 questionnaires

  5. The effect of national brand image in the process of customer purchase decision

    Directory of Open Access Journals (Sweden)

    Elaine Lopes Da Silva

    2010-10-01

    Full Text Available The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

  6. The Relationship of Corporate and Brand Images, Quality of Services, Customer Satisfaction with Customers Loyalty in Banking Industry

    Directory of Open Access Journals (Sweden)

    *L. Borhani

    2014-12-01

    Full Text Available This study aimed at investigating the relationship of corporate and brand images, quality of services, and customer satisfaction with customer’s loyalty in banking industry in Meybod. Data was collected through questionnaires from 180 customers of six banks. Measurement tools were Loyalty Scale, Corporate Image Scale, Brand Image Scale, Customer Satisfaction Scale and Service Quality Scale. The results of correlation and regression analysis indicated that positive relationships exist between loyalty and the following variables: corporate and brand images, quality of services and customer satisfaction (p≤0.008. Also satisfaction was the most powerful predictor of loyalty and addition of corporate image and service quality significantly increased prediction of loyalty (p<0.01. Brand image and age could not predict loyalty and were not entered into analysis.

  7. The Role of Consumer Experiences in Building the image of brands: A Study in Airlines

    Directory of Open Access Journals (Sweden)

    Ana Iris Tomás Vasconcelos

    2015-04-01

    Full Text Available Studies on brand and consumer experience gained emphasis from the twentieth century, however the relationship between these themes still has gaps. Therefore, this study examines the role of consumer experiences in building the brand image through the identification of thoughts, feelings and actions arising from consumer experiences with airlines, and the types of associations that the consumer makes such marks. Therefore, a variation of qualitative critical incident technique was used, considering those remembered experiences that have excelled in consumer perception, interviewing ten users of air services, based on a two parts semi-structured form: description of experiences with airlines and information about the image of the brands of airlines. The analyzed data have revealed that thoughts, feelings and actions arising from consumer experiences become important elements in shaping the perception of brands of airlines. Through the consumption experience, consumers mainly use the service attributes to build their perception of the marks of the airlines. These attributes are used either directly as to support other types of associations such as those related to company size.

  8. THE IMPACT OF SOCIAL MEDIA CONVERSATIONS ON BRAND IMAGE OF CLOUD COMPUTING PROVIDERS

    Directory of Open Access Journals (Sweden)

    Gheorghe Orzan

    2016-07-01

    Full Text Available The way that companies are doing marketing has changed dramatically over the years, vividly encouraged by the new channels of communications that have been developed, the social communities here included. This paper focuses on the IT industry and aims to analyse the impact of social media conversations on the brand image of cloud computing providers, with special focus on three social networks like Facebook, LinkedIn and Twitter. Through using netnography as main method of research, the paper aims to do a comparative analysis both from the point of view of different IT brands and from the point of view of different social communities, leveraging the use of specific hashtags. The research focuses on different aspects, such as number of conversations around a specific hashtag, type of topics, type of promoters, timeframe, geography, as well as the way these link and influence brand perception. The findings aim to help marketers better understand how and to what extent the conversations going on in social media can impact the perception and image of a brand and how they can leverage this to their advantage, with specific focus on the IT industry. As the below study shows, online marketing, especially through social media, can help shape the image of a brand in certain ways according to the different social network used. Due to the extensive reach that these online communities have, with the right tools, messages and influencers, marketers from the IT industry can benefit from a very useful and cost effective branding strategy which can help position their IT solutions in both a reliable and rapid way. On the other side, special care still needs to be taken regarding the messages that are being sent across these platforms, as once being launched it is very difficult to erase them and change the perception already in place. Also, overall, the brand perception of the companies analysed proved to be more or less consistent all over the different social

  9. Interchangeability and comparative effectiveness between generic and brand montelukast immediate release tablets after a single oral administration in healthy volunteers.

    Science.gov (United States)

    Zaid, Abdel Naser; Mousa, Ayman; Ghazal, Nadia; Bustami, Rana

    2015-01-01

    Montelukast is a leukotriene receptor antagonist. The release of leukotrienes causes narrowing and constricting in the respiratory airways. Blocking the action of these leukotrienes, montelukast can be used for the prophylaxis and treatment of chronic asthma. The aim of this study was to evaluate the interchangeability and comparative effectiveness between a generic and a brand montelukast 10 mg immediate release tablets (Broncast(®) and Singulair(®), respectively) after a single oral dose among Arab Mediterranean volunteers. An open-label, randomized two-period crossover bioequivalence design was conducted in 31 healthy male volunteers with a 1 week washout between each study period and under fasting conditions. The plasma drug concentration was assessed by using a previously validated LC MS/MS method. The ratio between the generic and brand of geometric least squares means was reported for both generic and brand products. Moreover, an in vitro dissolution study was conducted on generic and brand tablets using three different pH media, and similarity and non-similarity factors (f2 and f1) were calculated. The used bioanalytical method was found to be linear within the range 6.098-365.855 ng/mL. The correlation coefficient was close to 0.999 during the course of the study validation. Statistical comparison of the main pharmacokinetic parameters showed the inexistence of any significant difference between generic and the brand. The point estimates (ratios of geometric means) were 111.939, 111.711, and 112.169 % for AUC0-24, AUC0-∞, and Cmax, respectively. The 90 % confidence intervals (CIs) were within the pre-defined limits of 80.00-125.00 % as specified by the FDA and EMA for bioequivalence studies. F2 and f1 were higher than 50 and lower than 15, respectively in all selected pH media. Broncast(®) immediate release film coated tablets (10 mg/tablet) are bioequivalent to Singulair(®) immediate release film coated tablets (10 mg/tablet), with a

  10. MULTI-SENSORY BRANDING AS A TOOL FOR THE FORMATION OF A POSITIVE IMAGE OF THE HIGHER EDUCATION INSTITUTION

    Directory of Open Access Journals (Sweden)

    Natalya A. Spirina

    2015-01-01

    Full Text Available The purpose of this article is to study the relevance of the use of sensory branding in higher education and the development of an algorithm for educational brand, based on the use of the senses of the consumer: hearing, sight, touch, smell and taste.Methods. As a methodological basis author uses methods of scientific abstraction, modeling, analysis and synthesis, as well as the method of system analysis. Results. This article discusses the main directions of methodology for higher educational brand formation through the involvement of educational services’ consumers by using different sensory organs. The author presents the main advantages of the sensory branding over conventional not focused on the senses of consumers.Scientific novelty. The author proves the need for innovative approaches to educational branding in economy of values. Market congestion with advertising messages and information noises makes it impossible to win the commitment of consumers of educational services on the basis of the functional characteristics (high-quality education, focusing only on the vision or hearing of consumers (video and print advertising. It is necessary to focus on other senses of the consumer, such as touch, smell, taste. This will enhance the emotional connection with the consumer, make it possible to expand the range of services using an existing brand, and also allow defending against competitors. Multi-sensory branding creates a strong link with the consumer, since emotional commitment is stronger than functional. In other words, a sense of interaction with the brand persists much longer than simple physical satisfaction of needs.Practical significance. The author proposes a system of sensory perception channels of educational brand and their influence on the formation of the image of the higher education institution in the minds of consumers. The author also offers the algorithm of creation the educational brand, based on the five senses of

  11. The Liability of Corporate Social Influence in Brand Image: A Study in Brazilian Cosmetics Industry

    Directory of Open Access Journals (Sweden)

    Márcio Ribeiro da Fonseca

    2014-12-01

    Full Text Available This study evaluate the influence of Corporate Social Responsibility (CSR in brand image (BI and corporate reputation (CR analyzing Brazilian companies in the cosmetics industry. The empirical investigation explores the perception of two large Brazilian brand cosmetic companies interviewing undergraduate students belonging to highincome classes. The objective was to compare the perceptions and the differences between the two companies that publish social reports with GRI methodology. The development of this study occurred in two stages: the first stage involved a literature review, verifying theories and published research on corporate social responsibility, IM and CR. The second stage involved collecting data through a survey. The results demonstrate that the CSR has a positive influence on the IM, but such effect demonstrated only significant for one of the brands studied, and moderately to the second. Among the contributions of this work are to review the literature on the subject, identified the influence of variables of CSR in BI and RC and the differences in consumer perception for each of the brands studied, as well recommendations for future studies.

  12. Return to sender - American Images of the Nordic Welfare States and Nordic Welfare State Branding

    DEFF Research Database (Denmark)

    Marklund, C.; Petersen, Klaus

    2013-01-01

    In this article, we study the relationship between the United States of America and Norden, first showing how images of the Nordic model were constructed and reproduced in the United States from the 1920s until the 1960s. We find both utopias and dystopias in these narratives. Second, the article...... argues that these American images, narratives, and stereotypes did not only fulfill a function in the American debate, but were also relayed back to Norden, and affected debate, nation-branding strategies, and self-understandings there. During the Cold War, furthermore, the Nordic welfare state image...

  13. Pengaruh Brand Image Dan Product Design Terhadap Purchase Decision Dan Repurchase Intention Pada Produk Sepatu Futsal Merek Specs Di Kota Pekanbaru

    OpenAIRE

    Alexi, Mardio; ', Zulkarnain; Musfar, Tengku Firli

    2017-01-01

    This research is conducted to analyze the influence of Brand Image and Product design toward Purchase Decision and Repurchase Intention on customers of product futsal shoes brand Specs at Pekanbaru City . There are four latent variables in this research such as Brand Image (X1), Product Design (X1), Purchase Decision (Y1) and Repurchase Intention (Y2). The population of this study are all customers of product futsal shoes brand Specs at Pekanbaru City with a sample of 152 respondents were sel...

  14. Pengaruh Brand Image Dan Kualitas Produk Terhadap Pengambilan Keputusan Smartphone Samsung

    OpenAIRE

    Syahrudin, David Ali; Suryoko, Sri

    2017-01-01

    The development of information technology can lead consumers to quickly find out information about the existence of a product. Companies are required to provide information about their products correctly so it gets a positive response from consumers. Marketing strategies do companies is to shape the brand image and improve product quality. The main problem in this research is about ups and downs of target achievement is never reached in 2011-2015 that is not optimal. This research aims to ide...

  15. CUSTOMER SATISFACTION IN AN SME: A CUSTOMER PERSPECTIVE IN PERCEIVED VALUE AND LOCAL BRAND IMAGE

    OpenAIRE

    Yulianti F.; Zamrudi Z.

    2017-01-01

    This study is aimed to understand the relationship of perceived quality and brand image on customer satisfaction of Sasirangan Consumer. The study were taken at Banjarmasin, South Kalimantan Province, Indonesia. The object of this study is SME’s Sasirangan (Kain Sasirangan). The object was taken since it has a deep local wisdom and deep meaning for Banjarmasin society (Banua). The subject taken in this research is youngsters at college. This group of subject taken since today’s youngsters has...

  16. Pengaruh Brand Image (Citra Merek) Terhadapkeputusan Pembelian Sepeda Motor Honda Beat (Studipadamahasiswa/I Fisip Usu)

    OpenAIRE

    M, Hary Christian

    2017-01-01

    130907100 Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image (Citra Merek) terhadap keputusan pembelian sepeda motor Honda Beat pada mahasiswa/i FISIP USU. Populasi dalam penelitian ini adalah mahasiwa/i FISIP USU yang memiliki dan menggunakan sepeda motor Honda Beat. Data dikumpulkan melalui melalui metode kuesioner terhadap 70 responden.Teknik pengambilan sampel dalam penelitian ini dilakukan dengan teknik Probability Sampling dengan pendekatan Simple Random Sampling.Jeni...

  17. The Influence Of Franchisors Brand Image On Franchisee Trust And Its Impact On Franchisee Intention To Remain In Franchise System

    Directory of Open Access Journals (Sweden)

    Erlinda

    2015-08-01

    Full Text Available Franchisee is the party that play important role in the franchising because most of franchise outlets managed and operated by franchisees. Nevertheless in the process of business operating there would be the conflict of interests between franchisor as the owner of brand with the franchisee as the buyer of franchisors brand to operating retail outlet.and bound with futures contract. Therefore franchisee trust is needed in order to maintain franchisee intention to remain in franchise system. One of the most important elements in franchising is franchisors brand image because basically franchise is selling the brand. Therefore this study aims to examine franchisee intention to remain in franchise system through franchisee trust that influenced by franchisors brand image. This study is conducted in Aceh province Indonesia. Using causality-explanatory approach with primary data in the form of perception opinions and attitude of 134 franchisees as individual research object. The method of data collection is survey using questionnaire. Regarding time dimension is one shot study. Partial Least Square is used to analyze the data. The result shows that franchisors brand image have a positive significant influence greater through franchisee trust than a direct influence of franchisors brand image to franchisee intention to remain in franchise system.

  18. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

    Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agen...

  19. Flag brands as factor and results of a country identity and image: Polish experiences

    Directory of Open Access Journals (Sweden)

    Anna Maria Nikodemska-Wolowik

    2006-12-01

    Full Text Available This article discusses the issue of creating regional and country brands by enterprises and of establishing a national brand. The three mentioned flag brand categories have been described in detail and the relations between them have been indicated. The article also makes an attempt at analyzing the factors that form part of the brand identity focusing primarily on the consumer product brands. The identity and image concepts are presented also in a broader perspective as certain attributes that characterize the enterprise itself. The presented considerations refer mainly to Polish companies, but some examples of enterprises from highly developed countries, especially from the European Union, have also been added in order to provide this paper with more practical dimensions. Specific brands offered by national enterprises that may be called country and regional brands have been proposed. Some transformations of the market environment which imply branding activities of the companies have been identified, especially the antiglobalist movement which becomes more and more powerful and its activities directed against big concerns and omnipresent mass brands. Moreover, the consumer ethnocentrism and regional trends opposed to the globalization have been emphasized. Also the important rote of family businesses in developing flag brands has been made evident. The family companies may contribute to maintaining and reinforcing the Polish identity.El presente trabajo se ocupa de los aspectos referentes a la creación de marcas regionales y locales así como del establecimiento de una marca nacional. Las tres categorías de marcas de bandera se han caracterizado detalladamente y se indican las relaciones que existen entre ellas. También se intenta analizar los factores que forman parte de la identidad de marca, con especial atención a las marcas de productos de consumo. Se presentan los conceptos de identidad e imagen desde una perspectiva más amplia como

  20. The Influence of Brand Image and Advertising on Consumer Buying Behavior in Telkomsel 4g Package Plan

    OpenAIRE

    Umboh, Frederik Jibrael; Tielung, Maria V.J

    2016-01-01

    This research is about to analyze the influence of brand image and advertising on consumer buying behavior in Telkomsel 4G package plan. Consumer buying behavior plays an important role to increase sales of a company's product. In order to attract consumer buying behavior, company need to implement some strategies to increase their sales. Strategy that must be considered by Telkomsel to increase 4G users they are building a stronger brand image and massive promotion through their advertising ...

  1. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...... the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar...

  2. Employer branding

    OpenAIRE

    Mičková, Kateřina

    2008-01-01

    The demand for qualified employees is higher then the offering, both in Czech republic and internationally. Demand for specific skills, in addition to a greater demand for workforce generally, is making employee recruitment and retention much more difficult and expensive. Employer Branding claims to be an answer to this new challenge. This international concept focuses on developing an "employer brand" - mental image of a company as an employer. To achieve this, it is necessary to demonstrate...

  3. The Impact of Marketing Mix Elements Toward Brand Equity Through Brand Awareness and Brand Image as Mediators in Bakery Industry in Indonesia

    OpenAIRE

    Chandra, Ivena Renata

    2015-01-01

    As the factor accompanying the rise of GDP of people in Indonesia, consumption habit in having meal is as well shifting from traditional staple to wheat based product such as bakery products. Knowing from this phenomenon, it is known that bakery industry in Indonesia is on the business's concern recently.The effort in having good brand equity in the consumer's eyes surely will bring long term profit for the companies that are playing in this industry. In order to have a good brand equity, mar...

  4. The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan

    NARCIS (Netherlands)

    Wang, Shih-Ching; Soesilo, P.K.; Zhang, D.; Benedetto, Di Anthony; Swan, K.S.; Zao, S.

    2012-01-01

    Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study

  5. The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s

    Directory of Open Access Journals (Sweden)

    Fransisca Andreani

    2012-01-01

    Full Text Available The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty.

  6. Sodium ferric gluconate (SFG) in complex with sucrose for IV infusion: bioequivalence of a new generic product with the branded product in healthy volunteers.

    Science.gov (United States)

    Baribeault, David

    2011-08-01

    Parenteral sodium ferric gluconate in complex (Ferrlecit [branded SFG]) is used to treat patients with iron deficiency anemia undergoing chronic hemodialysis and receiving supplemental epoetin. This comparative pharmacokinetic study (GeneraMedix, Inc., Study 17909) evaluates whether the recently approved generic product Nulecit (generic SFG) and the branded product Ferrlecit (branded SFG) are bioequivalent. In this open-label study, 240 healthy volunteers in a fasting state were assigned randomly to a single 10-min intravenous (IV) infusion of 125 mg of generic or branded SFG. Total and transferrin-bound iron concentrations were determined for the 36-h period after infusion and corrected for pretreatment levels. Maximum concentration (Cmax) and area under the concentration-time curve of 0 to 36 h (AUC[0-36]) were compared between the two products. Demonstration of bioequivalence required that the 90% confidence intervals of each parameter evaluated for generic SFG were within 80% to 125% of the corresponding values for branded SFG. Uncorrected and baseline-corrected mean serum concentrations of total serum iron during the 36-h assessment period were similar for generic and branded SFG. For total serum iron, the geometric mean ratios of corrected Cmax and AUC[0-36] were 100%. For transferrin-bound iron, the geometric mean ratios were 87% for corrected Cmax and 92% for corrected AUC[0-36]. All associated 90% confidence intervals were within the range of 80% to 125%. A new generic SFG in complex for IV infusion is bioequivalent to the branded SFG in complex for IV infusion. The generic SFG is AB rated by the FDA and considered therapeutically equivalent to the branded product.

  7. Differences in Brand Image of Online Chat Application of Blackberry Messenger, Whatsapp, and Line for Bina Nusantara University’s Student

    Directory of Open Access Journals (Sweden)

    Kuspuji C. B. Wicaksono

    2016-05-01

    Full Text Available This article was written to find out whether there were any differences on brand image for each online chat Application such as Blackberry Messenger, Whatsapp, and LINE based on six factors of the brand image which are: benefits, attributes, cultures, values, personality, and user. Data for the research were collected from questionnaires given to respondents who had used each mention online chat application. Then each respondent was asked to give scores based on the six factors of brand image for each online chat Application. Using the ANOVA method for testing the differences between brand images for each online chat application. The result reveales that there are differences in the brand image between BlackBerry Messenger, Whatsapp, and LINE for benefits, cultures, and values. There is no difference in attributes, and personality cannot be tested. The company that creates online chat application are expected to improve their brand image to distinguish one another differently.

  8. Influence of Product Quality, Brand Image and Price Concerning Automobile Buying Decision of Toyota Avanza at PT. Nasmoco Majapahit Semarang

    OpenAIRE

    Putra, Arya Willis Nugraha; Waluyo, Handoyo Djoko; Nugraha, Hari Susanta

    2015-01-01

    This research was based on rapid automotive sector business development, especially automobile. Specifically, this research was discuss about automobile buying of Toyota Avanza brand at PT Nasmoco Majapahit Semarang during 2011 - 2014 keep have sale descending and it's sale target. If that case wasn't improve and solve, probably will presence problem for PT. Nasmoco Majapahit Semarang next.Aim of this research was to found product quality, brand image and price concerning automobile buying de...

  9. Pengaruh Perceived Value dan Brand Image terhadap Repurchase Intention melalui Word Of Mouth sebagai Variabel Intervening Smartphone Samsung Galaxy Series

    OpenAIRE

    Anggaeni, Maya; Farida, Naili; Listyorini, Sari

    2015-01-01

    This research is motivated their smartphone trends in society as well as themore famous brand Samsung in the community. In addition to improvements in thebrand image of Samsung, Samsung also increased sales both at the global level as wellas in Indonesia, however, the increased sales of Samsung have not made the Samsungranked number one in the Top Brand Index from 2012 to 2014. The sample are 100person of smartphone Samsung Galaxy consumers. The results showed that the effect ofpartially or s...

  10. Pengaruh Brand Image Terhadap Minat Konsumen Mobil Isuzu (Studi Evaluasi Penjualan Mobil Merek Isuzu Phanter Pada PT. Astra International Tbk. Cabang Pekanbaru)

    OpenAIRE

    Andri, Seno; Alfedri, Rizki

    2014-01-01

    The problem in this study is the decline in sales and sales target has been set arrives. The purpose of this study was to determine and analyze brand image, consumer interest and determine on consumer interest in buying a cars Isuzu Panther PT. Astra International, Tbk Branch Pekanbaru. The research concludes that the brand image of the car Isuzu Panther assessed agree, which means respondents agreed with brand image Isuzu Panther car now adays as a fuel efficient car, car with quality, suita...

  11. Differences in Brand Image of Online Chat Application of Blackberry Messenger, Whatsapp, and Line for Bina Nusantara University’s Student

    OpenAIRE

    Kuspuji C. B. Wicaksono

    2016-01-01

    This article was written to find out whether there were any differences on brand image for each online chat Application such as Blackberry Messenger, Whatsapp, and LINE based on six factors of the brand image which are: benefits, attributes, cultures, values, personality, and user. Data for the research were collected from questionnaires given to respondents who had used each mention online chat application. Then each respondent was asked to give scores based on the six factors of brand image...

  12. THE EFFECT OF BRAND IMAGE, PRODUCT KNOWLEDGE AND PRODUCT QUALITY ON PURCHASE INTENTION OF NOTEBOOK WITH DISCOUNT PRICE AS MODERATING VARIABLE

    OpenAIRE

    Erida, Erida; Rangkuti, Ari Sonang

    2017-01-01

    The purpose of this study are: (1) explaining the effect of brand image, product knowledge and product quality toward purchase intention of Asus Notebook, and (2) explaining the discount price capability on moderating the effect of brand image, product knowledge and product quality toward purchase intention. Research is that through survey, where data collection is: obeservation, interview, and questioning delivery to 99 respondents. Research result shows that brand image, product knowledge a...

  13. THE INFLUENCE OF PRICE AND SERVICE QUALITY OF BRAND IMAGE AND ITS IMPACT ON CUSTOMER SATISFACTION GOJEK (STUDENTS STUDY ON A STATE UNIVERSITY OF JAKARTA)

    OpenAIRE

    Rizan, Mohammad; Yulianti, Dahliana; Rahmi, Rahmi

    2015-01-01

    The purpose of the research are to: test empirically influence of price to brand image on customer satisfaction Gojek, test empirically influence of service quality to brand image on customer satisfaction Gojek, test empirically influence of price on customer satisfaction Gojek, test empirically influence of service quality on customer satisfaction Gojek, test empirically influence of brand image on customer satisfaction Gojek. This study used confirmatory factor analysis. The research was co...

  14. A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan

    OpenAIRE

    Subhani, Muhammad Imtiaz; Osman, Ms.Amber

    2009-01-01

    Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions / associations) on the sample of consumer households. T...

  15. Building Brand Power

    Science.gov (United States)

    Lakshmi, S.; Muthumani, S., Dr.

    2017-05-01

    economically and efficiently in the minds of customers at a competitive environment. Generating brand power begins with building healthy brands. So that consumers are able to identify a brand through brand recognition or recall performance. This article contains the following sub headings. 1. Introduction 2. Objectives 3. Research questions 4. Research methodology 5. Data Analysis 6. Conclusion

  16. An investigation of the role of brand image on consumer loyalty

    OpenAIRE

    Fatemeh Izadi Manesh; Somayeh Hozouri

    2013-01-01

    This paper presents an investigation on the role of brand image on customer loyalty on rubber industry. The proposed study designs a questionnaire in Likert scale consists of 27 questions, distributes it among some Iranian experts in rubber industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 23. Cronbach alpha is calculated as 0.812 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.671 and 2375, ...

  17. COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER

    Directory of Open Access Journals (Sweden)

    Mohd Amirul Adenan

    2018-03-01

    Full Text Available This research strives to understand East Malaysian consumers’ purchase intention when being exposed to the effects of brand image and country of origin (COO image in the case of high involvement pro­ducts. Self-administered questionnaires were collected from 225 consumers in East Malaysia. The result of this study shows that East Malaysian consumers’ put a large importance on brand and country of origin image in high involvement products as they are more involved in information searching and decision ma­king when purchases these products. Implication and future research also discussed.

  18. Brands and Brand Equity

    OpenAIRE

    Brunello Adrian

    2011-01-01

    Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general inf...

  19. Peningkatan Impulse Buying Mahasiswa di Semarang terhadap Produk Fashion Lokal melalui Ethnocentrisme, Brand Image dan Country of Origin (COO

    Directory of Open Access Journals (Sweden)

    Sri Widiyati

    2018-03-01

    Full Text Available Improvement of Impulse Buying Students in Semarang on Local Fashion Products Through Ethnocentrism, Brand Image, and Country of Origin (COOImpulse buying is a very interesting phenomenon for retailers and marketers because it is the biggest market share and occupy a very important position and can increase sales. The aim of the research is to analyze whether the Country of Origin ( COC, brand image and ethnocentrism significantly affect students impulse buying of local fashion in Semarang city. Data analysis used in this research is linier regression analysis. The result shows that COO the only variables that do not significantly affect students impulse buying. Need a strategy of brand image reinforcement and promotion emphasized on the love of domestic products. Promotion of products at the local level of Semarang city needs to be improved by taking into account the values of excellence and local wisdom.DOI: 10.15408/ess.v8i1.6979 

  20. MANAGING THE IMAGE OF CITIES IN THE “GLOBAL VILLAGE:” City Branding As An Opportunity Against Globalization

    Directory of Open Access Journals (Sweden)

    Gözdem Çelikkanat Aysu

    2013-07-01

    Full Text Available In this article the strong effect of forming a corporate identity in city branding is  studied. It is emphasized that by strong identity and image acquisition cities distinguish by their unique branding elements rather than global city imposition  hat is carried out by globalization pressure. According to the opinions that perceive globalization as an absolute fact, cities like Istanbul have to articulate  to this new system. In this way of thinking, it is inevitable to suffer in McLuhan’s  “global village”. However creating strategies for powerful image and branding of a city can be a leading factor against global city imposition. Keeping up with the same method of creating a “corporate” identity, the image of the cities has to be managed by the symmetric communication with all the actors. By this way  globalization can be used as an opportunity instead of threat.

  1. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2016-06-01

    Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants. Keywords: country image,Brand relationship,Brand trust,Brand identification,Brand involvement,Brand commitment,Brand Evangelism

  2. THE INFLUENCE OF PRODUCT QUALITY , PRICE PERCEPTION AND BRAND IMAGE ON SATISFACTION AND CUSTOMER LOYALTY HOLCIM CONCRETE READYMIX IN JAKARTA

    Directory of Open Access Journals (Sweden)

    Sita Budiastari

    2016-09-01

    Full Text Available The purpose of this research is to find a picture of the effect of product quality , price perception and brand image on satisfaction and customer loyalty ready mix concrete in Jakarta . This research is a quantitative study with descriptive and causal methods undertaken at Holcim Beton in 2013 with a sample of 100 customers in Jakarta and its surrounding the industrial and commercial segments project . Data collection by questionnaire respondents and analyzed using path analysis with SPSS version 20.0. The results of the study concluded that ( 1 product quality does not effect to customer satisfaction ( 2 Perception price positive and significant effect on customer satisfaction, ( 3 Brand Image does not have an influence on customer satisfaction, ( 4 all independent variables , quality of products , Perception price and a positive brand image and significant consequences for the dependent variable Customer satisfaction, with the value of determination of 50%, while 50% are influenced by other variables ( 5 Product Quality and significant effect on customer loyalty through customer satisfaction, ( 6 Perceived Price does not effect on loyalty through customer satisfaction, ( 7 brand image have effect and siginikan loyalty through customer satisfaction, ( 8 Dependent variable of product quality , price perception and brand image together and significant effect on customer loyalty through customer satisfaction, with value of determination of 77.4 %, and 22.6 % are influenced by other factors. The findings recommend that Holcim aims to improve product quality , perceived price and brand image to increase loyalty through customer satisfaction . It is also recommended to Holcim for increase of services and information to customers in order for increase customer satisfaction and loyalty.

  3. Bioequivalence studies of two brands of meloxicam tablets in healthy Pakistani volunteers.

    Science.gov (United States)

    Hasan, Syed Muhammad Farid; Shoaib, Muhammad Harris; Hassan, Fouzia; Rehman, Inam-Ur

    2009-04-01

    The pharmacokinetic parameters of two oral formulations of meloxicam tablets were compared in a randomized, single oral dose; two treatments cross over design in 12 healthy male volunteers belonging to Pakistan under fasting conditions. After an overnight fast, the volunteers received 30 mg meloxicam and the blood samples were collected up to 96 hours and drug concentrations were determined by a validated HPLC method. Various pharmacokinetic parameters were determined from the plasma concentration-time curves of both formulations. The 90% confidence intervals obtained by analysis of variance were 87-94% for C(max) and 88-97% for AUC(0-t), that fell well within the acceptance range of 80-125%. Also, no significant difference (a=0.05, Wilcoxon Signed rank test) were detected between T(max) of both formulations. The two formulations were well tolerated and no adverse effect was reported during the study.

  4. Investigating the effects of brand experience, trust, perception image and satisfaction on creating customer loyalty: A case study of laptop market

    Directory of Open Access Journals (Sweden)

    Samaneh Khalili

    2013-09-01

    Full Text Available This paper presents an empirical investigation on the effects of brand experience, trust, perception image and brand satisfaction on creating customer loyalty on Iranian laptop market. The proposed study of this paper prepares a questionnaire in Likert scale and distributes it among some university students in province of Qazvin, Iran. The implementation of structural equation modeling for the proposed study of this paper has been accomplished based on LISREL software. Cronbach alphas for experience, satisfaction, loyalty, trust and perception from brand are calculated as 0.71, 0.83, 0.76, 0.69 and 0.86, respectively and they validate the overall questionnaire. The results of the survey on testing various hypotheses indicate that brand experience has positive and meaningful relationship with brand satisfaction, trust, perception image and loyalty. In addition, satisfaction, perception image and trust have positive meaningful with brand loyalty.

  5. Esophageal transit and in vivo disintegration of branded risedronate sodium tablets and two generic formulations of alendronic acid tablets: a single-center, single-blind, six-period crossover study in healthy female subjects.

    Science.gov (United States)

    Perkins, Alan C; Blackshaw, P Elaine; Hay, Peter D; Lawes, Simon C; Atherton, Clare T; Dansereau, Richard J; Wagner, Leigh K; Schnell, Dan J; Spiller, Robin C

    2008-05-01

    Delayed esophageal transit or disintegration of oral bisphosphonate tablets before they enter the stomach may be of concern with respect to iatrogenic complications among patients receiving longterm treatment. Different formulations of generic bisphosphonate tablets meeting regulatory requirements may have substantial differences in pharmaceutical attributes from the branded product that may result in different characteristics during esophageal transit. The primary objective of this study was to evaluate and compare esophageal transit times and in vivo disintegration of 3 bisphosphonate formulations, one branded and the others generic, that are commercially available in Canada and the United Kingdom. This was a single-center, randomized, singleblind, 6-period crossover study in healthy postmenopausal women aged >50 years. Each subject received a single oral dose of a branded risedronate sodium 35-mg tablet and 2 generic formulations of alendronic acid 70-mg tablets (Novopharm Limited, Toronto, Canada, and Teva UK Limited, Morley, United Kingdom) in both the erect and semisupine (45 degrees ) positions. Although the products are labeled to be taken in the erect position, the semisupine position was included to simulate dosing in bedridden patients. Subjects took tablets with 30 mL of water in the morning after an overnight fast. The tablets were radiolabeled with technetium-99m ion-exchange resins to enable visualization and measurement of esophageal transit time and disintegration using a gamma camera. Dynamic scintigraphic images were obtained for a total of 10 minutes: 2 images per second for the first 30 seconds and 1 image every 15 seconds for 9.5 minutes. This was a mechanistic study and tolerability was not assessed. The study was conducted in 20 healthy white female subjects with a mean age of 62 years (range, 51-77 years). The effect of body position was statistically significant (P = 0.043), with the estimated hazard ratio (HR) of 0.74 indicating longer

  6. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    , intention and imagination of the brand's stakeholders. Originality/value: The article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co-creation......This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings...

  7. Pharmacokinetic and bioequivalence study of two brands of valsartan tablets in healthy male volunteers.

    Science.gov (United States)

    Zakeri-Milani, Parvin; Valizadeh, Hadi; Islambulchilar, Ziba; Nemati, Mahboob

    2010-01-01

    Valsartan (CAS 137862-53-4) is an antihypertensive drug belonging to the family of angiotensin II receptor antagonists acting at the AT1 receptor, which mediates all known effects of angiotensin II on the cardiovascular system. In the present study, the pharmacokinetic parameters of two oral formulations of valsartan tablets were compared in a randomized, single oral dose, two-treatment crossover design in 24 healthy male volunteers under fasting conditions. After an overnight fast, the volunteers received 80 mg valsartan. Blood samples were collected up to 48 h and drug concentrations were determined by a reverse-phase HPLC method with fluorescence detection. Various pharmacokinetic parameters were determined from the plasma concentration-time curves of both formulations. The obtained values for test and reference products were 3067.7 +/- 1,281.7 and 3,304.3 +/- 1,196.4 ng/ml for Cmax; 17,834.4 +/- 7,083.8 and 18,319.1 +/- 7,800.7 ng x h/ml for AUC0-48; 18,825.7 +/- 7,553.2 and 19,172.2 +/- 8,307.2 ng x h/ml for AUC0-infinity, respectively. The 90% confidence intervals obtained by analysis of variance were 86.84-100.87% for Cmax and 93.43-115.54% for AUC0-t, which are within the acceptance range of 80-125%. Therefore it can be concluded that both products are bioequivalent in terms of rate and extent of drug absorption and therefore interchangeable.

  8. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

    Full Text Available Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

  9. Customer based brand equity: evidence from the hotel industry

    OpenAIRE

    Kayaman, Rüçhan; Araslı, Hüseyin

    2007-01-01

    The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11...

  10. Impact of Consumers’ Self-Image and Demographics on Preference for Healthy Labeled Foods

    Directory of Open Access Journals (Sweden)

    Savita Hanspal

    2017-01-01

    Full Text Available Consumers are becoming more health conscious. Increasingly, products that are labeled “healthy” are being marketed as new retailers and new brands vie for the consumers’ share of wallet. This research identifies the self-image factors that constitute a health conscious image of the self and examines how self-image impacts consumer buying of foods that are labeled healthy. It also makes an effort to find out whether specific self-image factors are significantly associated with demographics. This study employs a scale consisting of 15 statements that included four statements from the Health Consciousness scale developed by Gould. The psychometric properties of the scale used in the study are reported. The study uses factor analysis to identify five factors of consumer self-image as they relate to health consciousness. Furthermore, the study explores the relationship between demographics such as age, gender, education, and relationship status with the self-image factors and reports results for consumer preferences for choosing healthy foods when hungry. This research has important implications for marketers in the health food industry and for such other companies that might use consumer health consciousness as a basis for market segmentation and strategy design.

  11. Brand Management

    DEFF Research Database (Denmark)

    Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans

    2018-01-01

    Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand...... management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex...... processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns...

  12. Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors

    Directory of Open Access Journals (Sweden)

    Elisa Piva

    2017-06-01

    Full Text Available Cultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic initiative to attract visitors and to develop their own brand. A destination brand represents a dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. Thus, the visitor perspective is considered as fundamental in triggering processes of destination branding. This paper investigates how the visitors assess the impact of cultural events and festivals in enhancing the image of a tourist destination. The Stresa Festival (Stresa, Lake Maggiore, Italy has been selected as a case study. Stresa Festival is undoubtedly one of the best-known European classical music festivals that every year offers performances by internationally famous artists to its audiences. Structured questionnaires have been used as the methodology to carry out the research. Online questionnaires have been handed out to residents and non-resident visitors to the Stresa Festival to extract the opinions and experience from the public on the image effects of this festival. Findings reveal that there is a positive relationship between this cultural event and the enhancement of the city image and its territory.

  13. Investigation on the Influence of the Brand Image of Higher Educational Institutions on Satisfaction and Customer Lifetime Value

    Science.gov (United States)

    Wang, Cheng-Cai; Chen, Chin-Tsu; Chen, Chun-Fu

    2012-01-01

    This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as…

  14. A Study of the Interrelationships among Service Recovery, Relationship Quality, and Brand Image in Higher Education Industries

    Science.gov (United States)

    Chen, Yu-Chuan

    2015-01-01

    This study aims to investigate the direction and strength of the relationships among service recovery, relationship quality, and brand image in higher education industries. This research provides a framework for school managers to understand service recovery from an operations perspective. Structural equation models were used to test the proposed…

  15. An investigation of the role of brand image on consumer loyalty

    Directory of Open Access Journals (Sweden)

    Fatemeh Izadi Manesh

    2013-11-01

    Full Text Available This paper presents an investigation on the role of brand image on customer loyalty on rubber industry. The proposed study designs a questionnaire in Likert scale consists of 27 questions, distributes it among some Iranian experts in rubber industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 23. Cronbach alpha is calculated as 0.812 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.671 and 2375, respectively. Based on the results of our survey, we have derived six factors including penetration strategy, infrastructure characteristics, competitive pricing, target marketing strategy, communication strategy and market characteristics.

  16. Brand equity in the Pakistani hotel industry

    OpenAIRE

    Ishaq, Muhammad Ishtiaq; Hussain, Nazia; Asim, Ali Ijaz; Cheema, Luqman J.

    2014-01-01

    Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the...

  17. internal branding

    OpenAIRE

    Rai, Anu; Omanga, Josphat

    2014-01-01

    The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

  18. Internal branding

    OpenAIRE

    Rijal, Ramesh; Dhakal, Rajendra

    2015-01-01

    The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

  19. An exploratory Q study of corporate brand identity elements ...

    African Journals Online (AJOL)

    kirstam

    2014-12-09

    Dec 9, 2014 ... brand, creative marketing, effective management and administration ... (brand identity) and how the customers perceive them (brand image) .... corporate brand, which focuses on values, relationships and culture, fulfils a more.

  20. The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan

    Directory of Open Access Journals (Sweden)

    Anees Kazmi

    2016-07-01

    Full Text Available This study aims to focus on the purchase intention of the consumer specifically the millennial age group with respect to the effect of Electronic word of mouth communication and brand image. The study is performed among the students of the University of Haripur. Study reveals that the effect of Electronic word of mouth and brand image for the purchase of consumer electronics products have positively correlated and the effect is significant, which means that the Word of mouth communication can positively respond to the purchase of the said products in case when the products are branded and have certain image in the mind of consumer.

  1. Evaluation of the Successfulness of A Green Program through Customer Perceived Quality, Brand Image, and Customer Satisfaction: A Case Study at Surabaya Plaza Hotel

    Directory of Open Access Journals (Sweden)

    Marsella Yeanette Hatane

    2012-01-01

    Full Text Available Every company try to build the brand image of their businesses by doing a green program as one of their strategies. This research aims to see the impacts of the implementation of a green program at Surabaya Plaza Hotel, Surabaya. 230 hotel customers were randomly chosen as the respondents. Through descriptive and Structural Equation Modelling (SEM analysis, can be seen that technical quality brings insignificant negative impacts towards customer satisfaction. Meanwhile, functional quality and brand image bring a significant positive impact toward customer satisfaction. Besides that, technical quality and functional quality bring a significant positive effect indirectly toward customer satisfaction through brand image as mediating.

  2. A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

    OpenAIRE

    IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

    2008-01-01

    Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the...

  3. The Australian cigarette brand as product, person, and symbol.

    Science.gov (United States)

    Carter, S M

    2003-12-01

    To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories.

  4. The Australian cigarette brand as product, person, and symbol

    Science.gov (United States)

    Carter, S

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Design: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Results: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Conclusions: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. PMID:14645952

  5. Country Image and Brand Perception of Hybrid Products from Emerging Economies

    DEFF Research Database (Denmark)

    Iacob, Andrea Ioana

    in the evaluation of unknown brand. Data were collected using a questionnaire that was administered to 243 students at Aalborg University. The results show that the student respondents do find the country of origins important when forming their brand perception or assessing the product; and they also ranked...

  6. The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian

    OpenAIRE

    Mabkhot, Hashed Ahmed; Salleh, Salniza MD; Shaari, Hasnizam

    2016-01-01

    This study empirically examined the mediating effect of brand satisfaction on the relationship between brand image and brand loyalty among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among brand image, brand satisfaction on brand loyalty. Data collected from customers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penang, and Perlis. This study applies partial least squares to a sam...

  7. Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

    OpenAIRE

    Bekk, Magdalena; Skatulla, Veronika; Pösl, Miriam; Natter, Martin; Spörrle, Matthias

    2009-01-01

    Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. Method. Study 1 (N = 360) was used to derive a valid single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sinc...

  8. The Influence of Brand Image Quality to Students’ Expectation and Satisfaction of Lecture at Politeknik Indonusa Surakarta

    Directory of Open Access Journals (Sweden)

    A. Anditha Sari

    2018-02-01

    Full Text Available An educational institution should be able to prove the quality of education. Consumers, in this case are students, need the proof of achievement, assessment, certification of quality, and the success of the alumni in getting work related to the field of knowledge. Evaluation is also needed to gain recognition from the community, as well as changes in curriculum and teaching methods that impact to better quality of the graduates. This study aims to analyze brand image influence to the expectations and satisfaction of students by taking sample 100 students from 5 study program i.e D3 Mass Communication, Hospitality, Informatics Management, Automotive, and Pharmacy by using systematic sample technique. Sample criteria that are students who have studied in semester 3 because students with the criteria should be able to evaluate their campus. The result of study indicates that brand image has significant effects to the expectation and satisfaction of the students.

  9. THE INFLUENCE OF PRICE AND SERVICE QUALITY OF BRAND IMAGE AND ITS IMPACT ON CUSTOMER SATISFACTION GOJEK (STUDENTS STUDY ON A STATE UNIVERSITY OF JAKARTA

    Directory of Open Access Journals (Sweden)

    Mohammad Rizan

    2015-09-01

    Full Text Available The purpose of the research are to: test empirically influence of price to brand image on customer satisfaction Gojek, test empirically influence of service quality to brand image on customer satisfaction Gojek, test empirically influence of price on customer satisfaction Gojek, test empirically influence of service quality on customer satisfaction Gojek, test empirically influence of brand image on customer satisfaction Gojek. This study used confirmatory factor analysis. The research was conducted in State University of Jakarta and used purposive sampling techniques, while the data collecting technique used questionaire, SPSS and SEM LISREL for data processing. The result shows a significant influence of price and service quality for brand image and its impact on customer satisfaction.

  10. The Influence of Advertisement, Perceived Price, and Brand Image on Consumer Buying Decision to Asus Mobile Phone

    OpenAIRE

    Tumewu, Ferdinand J.; Ruslim, Archi C.

    2015-01-01

    Buying decision is the stage in which consumers make the decision or take an action whether to purchase a certain product or not. The purpose of this research is to analyze the simultaneous and partial effect of Advertising, Perceived Price and Brand Images on Consumer Buying Decision. The populations of this research are people who use ASUS smartphone with the sample size as many as 40 respondents. This research uses quantitative analyze by questionnaires and the Multiple Regression Analysis...

  11. The Influence of Brand Image, Price, Service Quality and Facilities on Customer Satisfaction at Aston Hotel Manado

    OpenAIRE

    Taroreh, Rita N.; Mananeke, Lisbeth; Suwandi, Monica M.

    2015-01-01

    The economic condition of a country will change the mindset of people, so what happened in Indonesia it determines the public goods and services, in accordance with ability of business players and their business oriented towards the consumer. Consumers free use of money and free compare products or services and factors associated with services like the brand image, price, service quality and facilities. These days, service business in this case of hotel, have a thighter competition. As the ne...

  12. The role of place branding and image in the development of sectoral clusters: the case of Dubai

    OpenAIRE

    Hafeez, Khalid; Foroudi, Pantea; Keith, Dinnie; Nguyen, Bang; Parahoo, Sanjai K.

    2016-01-01

    This paper contextualizes how place branding and image influence the development of Dubai’s key sectoral clusters, including the key determinants of growth and success under the impression of Porter’s cluster theory. The approach is exploratory and of a qualitative inductive nature. Data was collected through conducting 21 semi-structured interviews with Dubai’s marketing/communication managers and stakeholders. Findings suggest that Dubai’s traditional clusters, namely, trading, tourism and ...

  13. Experience on country brand website and the formation of tourist des-tination image: a study in Iceland

    OpenAIRE

    Dirceu Tornavoi de Carvalho; Luciana Brandão Ferreira; Flávio Notomi Kanazawa; Priscilla Mendes Machado; Janaina de Moura Engracia Giraldi

    2016-01-01

    The research aims to verify if the experience with country brands website influences the image and attractiveness of a touristic destination in the consumers’ minds as also in their intention to visit the destination. A pre-test/post-test pre-experimental study with a 30 undergraduate students sample in a university of São Paulo was conducted. The treatment consisted of exposing the subjects to the Iceland official touristic site. The dependent variables were the touristic attractiveness perc...

  14. Integrated Marketing Communication (Imc) Green Radio 96,7 Fm Pekanbaru Dalam Membangun Brand Image Sebagai Media Berbasis Lingkungan

    OpenAIRE

    Marbun, Tresia Br; ", Rumyeni

    2017-01-01

    Integrated Marketing Communication (IMC) is the company's effort to integrate and coordinate all communication channels to deliver its message clearly, consistently and strongly influences its organization and products. Green Radio 96.7 FM Pekanbaru is the only electronic media that focuses on broadcasting news Environmental issues in Riau Province. This radio builds brand image as an environment-based media by choosing to use Integrated Marketing Communication (IMC). This study aims to find ...

  15. THE INFLUENCE OF PRODUCT QUALITY , PRICE PERCEPTION AND BRAND IMAGE ON SATISFACTION AND CUSTOMER LOYALTY HOLCIM CONCRETE READYMIX IN JAKARTA

    OpenAIRE

    Sita Budiastari

    2016-01-01

    The purpose of this research is to find a picture of the effect of product quality , price perception and brand image on satisfaction and customer loyalty ready mix concrete in Jakarta . This research is a quantitative study with descriptive and causal methods undertaken at Holcim Beton in 2013 with a sample of 100 customers in Jakarta and its surrounding the industrial and commercial segments project . Data collection by questionnaire respondents and analyzed using path analysis with SPSS ve...

  16. Pengaruh Brand Image Terhadap Proses Keputusan Pembelian Sepatu Nike (Studi Pada Mahasiswa Fakultas Komunikasi dan Bisnis Telkom University Bandung

    Directory of Open Access Journals (Sweden)

    Dwi Ajeng Wulandari

    2017-06-01

    Full Text Available In modern times, developments in the world of fashion is growing by leaps and bounds. One of the highly developed is the trend of shoes. Sales of Nike shoes increases every year, as a result many companies that want to take advantage by selling shoes that quality is not in accordance with company standards. This study aimed to analyze the effect of Brand Image tehadap Nike Shoes Purchase Decision Process (Studies in the Faculty of Communication and Business Student Telkom University Bandung. This research includes quantitative research. The method used is descriptive - causal. The population in this study were students of the Faculty of Communication and Business Telkom University who uses Nike shoes. The sampling technique used is nonprobability sampling with the sampling method incidental sampling. The data collection is done by distributing questionnaires to 100 respondents. Data analysis technique used is simple linear regression analysis. Based on the results, it can be concluded that Brand Image positively influence the purchase decision process Nikes on students of the Faculty of Communication and Business Telkom University Bandung. It can be seen from the results of the t> t table (12.257> 1.98447 and the level of significance, 000 <0.05. Based on the calculation coefficient of determination (R2 can be seen the influence of brand image variable (X on the purchase decision process (Y amounted to 60.5%. While the remaining 39.5% is influenced by other factors.

  17. Pengaruh Brand Image, Corporate Social Responsibility, dan Kualitas Produk terhadap Keputusan Pembelian Produk The Body Shop Sun Plaza Medan dengan Harga sebagai Variabel Moderating

    OpenAIRE

    Evayanti, Sufratiwi

    2016-01-01

    147019086 The Body Shop is one of international company that offers beauty care and cosmetics products made from natural materials imported from various countries. One of factor that can make consumers decided to purchase The Body Shop?s products are the brand image, corporate social responsibility (CSR), quality of product, and product?s price. This study aims to determine and analyze the effect of brand image, corporate social responsibility, and quality of product on purchase decision p...

  18. Pengaruh International Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Terhadap Pengguna Laptop Macbook Merek Apple Di Jakarta, Bandung, Semarang, Surabaya, Dan Malang)

    OpenAIRE

    Pratama, Aldino Reza

    2015-01-01

    The purpose of this study to determine the effect of International Brand Image and Product Quality to the Purchasing Decision. Exogenous variables used in this study are International Brand Image, Product Quality, while the endogenous variable in this study is Purchasing Decision. The type of this research is explanatory research with quantitative approach. The study was conducted in Jakarta, Bandung, Semarang, Surabaya, and Malang uses amount of sample 118 respondents. Researchers chose the ...

  19. Branding McJobs

    DEFF Research Database (Denmark)

    Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

    Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...... oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees...... of employer branding....

  20. RELASI INTERNET DAN MEDIA SOSIAL DALAM PEMBENTUKAN BRAND AWARENESS, IMAGE DAN EXPERIENCE PRODUK ASING

    OpenAIRE

    Ina Nur Ratriyana

    2016-01-01

    The effect of globalization on communication process appears especially in digital media which made communication exchange faster. Cultural process also create homogenization of product choice, when global brand looks more familiar than local brand. Internet and social media give an opportunity for consumer to access the product information and interact with them. Interactivity as part of digital media offers unlimited access and the power of word of mouth in terms of internet and social medi...

  1. The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

    Directory of Open Access Journals (Sweden)

    Shin Namju

    2014-01-01

    Full Text Available The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that ‘HANATOUR International Travel Show’ needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

  2. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  3. Family business : a secondary brand in corporate brand management

    OpenAIRE

    Blombäck, Anna

    2009-01-01

    Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and cla...

  4. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

    a. Lisa Ann Richey, Roskilde University and Stefano Ponte, Danish Institute for International Studies - Brand Aid and Africa b. Fantu Cheru, Nordic Africa Institute - The Right to Consume: Compassion and the Intricate New Phase of Capitalism and Africa c. Rita Abrahamsen, University of Ottawa...... - Africa in a Global Political Economy of Symbolic Goods d. Graham Harrison, University of Sheffield - Images and Representations of Africa: Old, New and Beyond e. Claire Mercer, London School of Economics and Political Science - The Privatisation of Aid? f. Dan Brockington, University of Manchester...

  5. Determinants of Brand Equity: Offering a Model to Chocolate Industry

    OpenAIRE

    Emari Hossien

    2011-01-01

    This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions...

  6. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

    The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues...... are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health and contributing towards healthier food choices. However, branding a food product based...... on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: 1) provide a line of insight on how marketing mix elements are used to convey a healthy brand...

  7. Pengaruh Kualitas Produk, Iklan, dan, Citra Merek (Brand Image) terhadap Keputusan Penggunaan Tolak Angin (Studi Kasus pada Pengguna Tolak Angin di Kota Semarang)

    OpenAIRE

    Kabaressy, Martha Sriningsih; DW, Handoyo

    2017-01-01

    This research is caused by the development of Medicinal herbs business especially “jamu” which is still needed by the people of Indonesia. This phenomenon characterized by many brands of herb medicines such as Tolak Angin, Antangin, Bintang Todjoe etc. Tolak Angin still become market leader in Indonesia marked by top position on Top Brand Index in 2014 – 2016. This research's purpose is to know the influence of quality products, advertising, and brand image of tolak angin, The type of this re...

  8. BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

    OpenAIRE

    Roxana Dumitriu

    2013-01-01

    In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that...

  9. Pengaruh Brand Personality Pada Brand Trust, Brand Attachment, Brand Commitment, Dan Brand Loyalty

    OpenAIRE

    Sabrina, Yana Anggi; Khoiriyah, Siti

    2011-01-01

    This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...

  10. Ecological Strategies to Promote Healthy Body Image among Children

    Science.gov (United States)

    Evans, Retta R.; Roy, Jane; Geiger, Brian F.; Werner, Karen A.; Burnett, Donna

    2008-01-01

    Background: Personal habits of children and adolescents related to healthy body image (BI) are influenced by various determinants in the micro- and macroenvironment. These include attitudes and behaviors about eating; exercise and physical appearance modeled by parents, teachers, and peers; as well as opportunities to learn new habits and social…

  11. Research of brand personality concept in marketing

    Directory of Open Access Journals (Sweden)

    Starčević Slađana

    2013-01-01

    Full Text Available Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing. Well designed brand personality can be an excellent tool that differentiates a brand on the market. The main objective of this paper is a comprehensive presentation of the brand personality subject in domestic Serbian literature. We reviewed a large number of previous studies in this area, in order to show how the brand personality has become an integral part of marketing theory and practice, how it is formed, how to measure brand personality and what impact brand personality has on marketing results. In particular we dealt with methodological shortcomings of previous studies. The paper also presents the basic results of the study we conducted on the Serbian market, which main concern was the measurement of brand personality of mobile operators. This author of this study concluded that the three mobile phone operators in Serbia (mt:s, Telenor and Vip Mobile, differ fundamentaly in the basic dimensions of the brand personality. Furthermore, the research showed that the perception of brand personality depends on the perception of the personality of brand category and advertising. Exploring brand personality is very important and useful in practice. Determining personality traits of a brand provides far more accurate picture of the current state of the brand image and of improvement capabilities of individual features of the brand, than the classic brand image research models.

  12. Corporate strategic branding: How country and corporate brands come together

    Directory of Open Access Journals (Sweden)

    Đorđević Bojan

    2008-01-01

    Full Text Available The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation, which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

  13. The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets

    OpenAIRE

    Farhina Hameed

    2013-01-01

    First, the study aims to investigate the effect of advertising spending on brand loyalty. Second, to test the mediating role of store image, perceived quality and customer satisfaction in above mentioned relationship. A quantitative approach was employed, using 15-item, 5-point Likert scale questionnaire administered to 360 participants. Data from the departmental stores are used to examine the direct and indirect impact of advertising spending on brand loyalty. Confirmatory Factor Analysis a...

  14. Pengaruh Brand Image dan Kepercayaan Merek terhadap Minat Beli Konsumen pada Produk Mobil Toyota Etios Valco (Studi pada PT. Agung Automall Pekanbaru)

    OpenAIRE

    ", Antoni; Herianto, Meyzi

    2017-01-01

    In the higher level of competition, companies must be able to face competitors offering similar products. Competition between brands of each product in the vehicle will be more sharply captured the interest and attention of consumers. Realizing that the company PT. Agung Automall have prepared themselves by offering after-sales services that include maintenance and repair and supply of spare parts for the Toyota customer partners.This study aims to identify and analyze the brand image and bra...

  15. An accountability evaluation for the industry's responsible use of brand mascots and licensed media characters to market a healthy diet to American children.

    Science.gov (United States)

    Kraak, V I; Story, M

    2015-06-01

    Corporate strategies that target children are controversial given the link between food marketing and childhood obesity. This case study explored diverse stakeholders' accountability expectations and actions for industry policies and practices that used popular cartoon brand mascots and media characters to promote food products to American children. We reviewed five electronic databases and Internet sources between January 2000 and January 2015. Evidence (n = 90) was selected based upon the Institute of Medicine's LEAD principles (i.e. locate, evaluate, assemble evidence to inform decisions) and organized into two tables: peer-reviewed articles, books and grey-literature reports (n = 34); and media stories, news releases and public testimony (n = 56). A four-step accountability framework was used to evaluate accountability structures. The results showed that moderate progress was achieved by stakeholders to take and share the account, limited progress to hold industry and government to account, and limited progress to strengthen accountability structures. Between 2006 and 2015, the U.S. Children's Food and Beverage Advertising Initiative lacked clear policies for companies to use brand mascots and media characters on food packages, in merchandising, and as toy giveaways and premiums. Government, industry and civil society can substantially strengthen their accountability for these food marketing practices to ensure healthy food environments for children. © 2015 World Obesity.

  16. Primary bacterial peritonitis in otherwise healthy children: imaging findings

    Energy Technology Data Exchange (ETDEWEB)

    Dann, Phoebe H.; Amodio, John B.; Rivera, Rafael; Fefferman, Nancy R. [New York University School of Medicine, Department of Radiology, New York (United States)

    2005-02-01

    We report the imaging findings of two recent cases of primary bacterial peritonitis in otherwise healthy children with a clinical presentation mimicking acute appendicitis. Primary bacterial peritonitis is rare in the absence of underlying systemic disease. Although it has been described in the pediatric literature, the imaging findings have not been described in the radiological literature to the best of our knowledge. With imaging playing an increasing role in the evaluation of appendicitis in children, it is important for the radiologist to be familiar with this inflammatory process. (orig.)

  17. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

    Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be ut...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...... be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations...

  18. The impact of national brand introductions on hard-discounter image and share-of-wallet

    NARCIS (Netherlands)

    Lourenco, C.J.; Gijsbrechts, E.

    2013-01-01

    Hard-discounters (HDs) such as Aldi and Lidl are increasingly introducing national brands (NBs) into their private label (PL) dominated assortments. While there is evidence that this enhances sales in the categories where such NBs are added, little is known about how it affects consumers' overall

  19. Peran Promotional Mix dalam Membentuk Brand Image Produk City Car di Kota Pekanbaru (Studi Kasus pada Honda Brio)

    OpenAIRE

    Musfar, Tengku Firli; Nursanti, Aida; Karlina, Monina Selfi

    2014-01-01

    The purpose of this research is to examine the role of promotional mix variables which consist of advertising, personal selling, sales promotion, public relations, and direct marketing towards brand image of Honda Brio car in Pekanbaru. Sample€™s selection that used with the method of non-probability sampling. Selected sample is consumer who uses Honda Brio car, specifically who lives in Pekanbaru city, ever been involved in Honda Brio€™s promotional mix activity, and the consumer that consid...

  20. EXPLORING DESTINATION IDENTITY AND DESTINATION IMAGE IN THE NEW AGE OF TOURISM: A CASE STUDY OF BALI BRAND

    Directory of Open Access Journals (Sweden)

    Ni Made - Asti Aksari

    2016-03-01

    Full Text Available Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. However, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear.  The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy.

  1. Employer Branding

    OpenAIRE

    Stroblová, Zuzana

    2017-01-01

    The aim of the Master Thesis is to describe how to build Employer Brand a company. It is based on the description of Employer Branding project of a particular company and the evaluation its process. The thesis is a case study and consists of theoretical and practical part. The theoretical part focuses on trends and changes in leadership approach, definition of Employer Branding and HR Marketing. The practical part deals with the brand building process itself, describes the outputs of the proj...

  2. Responsiveness to healthy advertisements in adults: An experiment assessing beyond brand snack selection and the impact of restrained eating.

    OpenAIRE

    Dovey, T; Torab, T; Yen, D; Boyland, EJ; Halford, JCG

    2016-01-01

    The objective of this study was to explore the impact of different advertising messages on adults’ snack choice. Eighty participants (18-24 years old) were offered the choice between two snack packs following exposure to one of three advertising conditions. The snack packs contained either healthy or high fat, sugar or salt (HFSS) foods. Participants were exposed to commercials containing either non-food products, healthy food products or HFSS food products and their subsequent choice of sna...

  3. Responsiveness to healthy advertisements in adults: An experiment assessing beyond brand snack selection and the impact of restrained eating.

    Science.gov (United States)

    Dovey, Terence M; Torab, Tina; Yen, Dorothy; Boyland, E J; Halford, Jason C G

    2017-05-01

    The objective of this study was to explore the impact of different advertising messages on adults' snack choice. Eighty participants (18-24 years old) were offered the choice between two snack packs following exposure to one of three advertising conditions. The snack packs contained either healthy or high fat, sugar or salt (HFSS) foods. Participants were exposed to commercials containing either non-food products, healthy food products or HFSS food products and their subsequent choice of snack pack was recorded. The Dutch Eating Behaviour Questionnaire (DEBQ) was used to assess the impact of external, restrained and emotional eating behaviour on snack pack selection following exposure to advertisements. The majority of unrestrained participants preferentially choose the HFSS snack pack irrespective of advertisement condition. In contrast, high restrained individuals exposed to the healthy eating advertisement condition preferentially selected the healthy snack pack while those in other advertisement conditions refused to take either snack pack. The healthy eating message, when distributed through mass media, resonated with restrained eaters only. Exposure to healthy food adverts provoked restrained eaters into choosing a snack pack; while exposure to other messages results in restrained eaters refusing to take any foods. Copyright © 2017 The Authors. Published by Elsevier Ltd.. All rights reserved.

  4. Brand management of selected brand

    OpenAIRE

    Honzíková, Dana

    2010-01-01

    This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its featu...

  5. Investigating different factors influencing on brand equity

    Directory of Open Access Journals (Sweden)

    Afsane Zamanimoghadam

    2014-07-01

    Full Text Available The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.

  6. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

    Full Text Available Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB. The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression. The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.

  7. Personal Branding Pustakawan Di Perpustakaan

    Directory of Open Access Journals (Sweden)

    Rina Handayani

    2015-11-01

    Full Text Available Using technology people introduce themselves into a brand, a  community  could  accept  them  without  any  complicated  process. Librarians as supporting the development of libraries in an institution that requires a personal branding good on him, it is to change the public image of a librarian. Using theoretical approach this study dealts with a response to Personal branding of Librarian. This study argues that the presence of the Personal branding will defnitely have a big impact on the Library. A library that has a good image in the world will certainly be able to develop the programs to increase the support of its librarian Personal  branding. So  that  the  realization  of Personal  branding,  this institution will supports a good image.

  8. How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium?

    OpenAIRE

    LI, Yingnan

    2015-01-01

    This study is aimed to investigate whether brand image and customer willingness to pay a premium can be affected by co-creation. Co-creation now has been a crucial part in firm‟s new product or service development process and a major factor of firm‟s competitive advantage. However, regarding the correlations between co-creation, brand image and willingness to pay a premium, most previous studies focused on co-creation effects on service-intensive industries, whereas the effects...

  9. STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    Directory of Open Access Journals (Sweden)

    ANDREEA MONICA STATE

    2016-08-01

    Full Text Available The present article sets out to clarify the concepts of storytelling and branding, with a focus on university branding and visual identity – the latter being a vital element to a brand’s uniqueness. Storytelling is an important method of brand construction, and it entails a strong power of seduction. Branding is increasingly more about storytelling. Practically, a story is an image made up of facts, feelings and interpretations, which are often told to us solely by the university itself. As such, the brand appears on the market accompanied by its identity. Identity is what we aim to express with help of the brand. Implementing a system of visual identity that would help to harmoniously develop a university brand requires a handbook of visual identity. The present article aims to be a starting point for such a handbook serving the University of Bucharest, which currently does not own such a handbook

  10. Brand strategy: The Stormers' case | Gerber | African Journal for ...

    African Journals Online (AJOL)

    Brand strategy: The Stormers' case. ... Brands enable marketers to develop and communicate specific images for individual products. ... a new area of rugby competition, giving the South African rugby franchises an opportunity for new brands.

  11. Urban branding as an effective sustainability tool in urban development

    Directory of Open Access Journals (Sweden)

    Reeman Mohammed Rehan

    2014-08-01

    Urban branding is a new approach toward urban development of sustainable cities. City branding, a novel aspect of urban communication, improves marketing of the city image in various ways by converting the visual image of the city into a brand image. Unique characteristics of the city are featured and a sustainable urban image is created. This paper will focus on city branding as a powerful image-building strategy. In this realm, the branding of Stuttgart, Germany, serves as a successful model of a branding strategy. Next, branding of the city of Port Said, Egypt, will be explored. The principal aim of this paper is to describe how cities become branded; how branding succeeds; and how a viable city image is created. This paper reviews the methods used to brand cities, and concludes by emphasizing the importance of urban branding in terms of sustainability.

  12. Building a University Brand from within: A Comparison of Coaches' Perspectives of Internal Branding

    Science.gov (United States)

    Judson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W.

    2006-01-01

    Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

  13. Destination Brand Equity, Satisfaction And Revisit Intention: An Application In TRNC As a Tourism Destination

    OpenAIRE

    Sarvari, Neda Gholizadeh

    2012-01-01

    ABSTRACT: This study revisits the previous studies carried out by several researchers on Customer – Based Brand Equity with an intension to further investigate the applications and testing of the Customer-Based Brand Equity (CBBE) model in relation to destination branding. The study specifically examines the effects of Brand Equity Dimensions (Brand Awareness, Brand Loyalty, Brand Value, Brand Quality and Brand Image) on Tourists Satisfaction and ultimately on Future Behaviours that result i...

  14. The Image of the Tourism Destination – a Supporting Element in the Development of the Regional Tourism Brand Study Case: Muntenia

    Directory of Open Access Journals (Sweden)

    Aurelia-Felicia STĂNCIOIU

    2011-02-01

    Full Text Available Nowadays, tourism destinations are increasingly determined to convey an unique and competitive identity within the consumer’s mind. Despite the fact that a growing attention has been paid to the destination brand, in practice there is an inconsistency and sometimes an inexplicable lack of empirical academic studies, thus in some countries (without “a tradition in tourism” there have been developed, shortly, artificial tourism brands without any substance and argumentation based on real images/perceptions of the tourists/prospects. This work aims to highlight the role that the tourism destination image plays in the development of the own brand and to identify the main tourism attractions and forms of tourism associated with each historical region of Romania.

  15. Brand gender, brand personality and brand loyalty relationship

    OpenAIRE

    Gumus, Izzet

    2016-01-01

    Brand personality, especially brand gender concepts are quite new in Turkey, therefore these concepts have not been used  as a topic in research. The aim of this research is to shed light on the literature by emphasizing the relationship between brand  personality, brand gender and brand loyalty.  This research is conducted to demonstrate the effects of brands loyalty on consumers in terms of gender and personality. Brand categories and brands are chosen in...

  16. Brand equity

    OpenAIRE

    Hildebrandt, Lutz; Tischer, Sven

    2012-01-01

    To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The respective reactions to these negative incidents are evaluated using the concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent factor means ...

  17. IMAGE - REPUTATION - BRAND: STRATEGY OF FORMING OF VALUE OF THE POWER

    Directory of Open Access Journals (Sweden)

    Н Н Розанова

    2017-12-01

    Full Text Available Article is devoted to consideration of process of forming of valuable symbolical space of the Russian power in the context of forming of the new model of development of society determined as one of the priority directions of the Concept of long-term social and economic development of the Russian Federation for the period till 2020. This vector of development of the relations of the state and society is determined by the author as strategy of forming of the valuable relation to the power - the purposeful, system, jointly performed activities of the power and society for creation of valuable space of the Russian power through transformation and consecutive transition each other of the following symbolical categories of the power: “identity” - “image” - “reputation” - “brand”. Content of the specified categories is opened, interpretation of measurements of the valuable field of a brand of the power on the basis of model of a four-dimensional brand of T. Ged is offered. The special attention is paid to process of forming of reputation of the power as to a subject of independent author research, on the example of studying of reputation of the regional power of the Smolensk region.

  18. Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding

    Directory of Open Access Journals (Sweden)

    Svetlana Shakirova

    2015-03-01

    Full Text Available In the framework of nation building processes, Kazakhstani government   works on a positive national branding. For this, it decided to host international mega events such as Olympics and World Expo.   In 2011, Asian Olympic Games took place in Astana and Almaty cities. In 2017, Kazakhstan   will host the World Expo ‘Future Energy’ and 28th Winter Universiade, in 2022 Kazakhstan is going to host Winter Olympics. After ambitious transfer of the capital city from Almaty to Astana, these mega events serve to promote economic growth, infrastructure upgrading and leadership in Central Asian region.The paper shows that the country branding should not contradict to the views and believes of the citizens. Sociological study of  national identification of the people, their assessment of positive and negative sides of life, as well as  cultural heritage and traditions, intercultural communication lay in one research area with the mega projects planning and management.

  19. Co-brand strategy of evaluation of visual images in furniture design: Jimmy S.P.A. and STRAUSS as examples

    Science.gov (United States)

    Chen, Tien-Li; Pan, Fang-Ming; Tsai, Jen-Hui

    2013-03-01

    This study aimed to investigate the correlation of the image associated by the design Co-Brand (Jimmy S.P.A. and STRAUSS) and the impression perceived by subject of viewers. Visual images were used to examine the merit of the evaluation. The best result is provided using an object as an appropriate evaluation method. There are a lot of factors which influence to evaluation of a design. This study is limited to distinguish the appearance from Jimmy's picture books transform furniture and so on. Co-Brand of Jimmy S.P.A. and STRAUSS is not easy because there are not from the same cultural, and industry background and applying different marketing strategy, it is a way to combine the two brands by designing, used questionnaire of SD (Semantic differential evaluation) evaluation method to test out the perception of viewers, the objective of this study is to investigate and appraised the Co-Brands use by of the image in furniture from patrons. SD evaluation result showed, if design cannot understand the perception image of Jimmy S.P.A and STRAUSS with viewers mind, furniture design also can't transmit feeling with design.

  20. EMPIRICAL RESEARCH ON THE IMPACT OF LOCATION AND SERVICE ON THE RETAIL BRAND IMAGE

    Directory of Open Access Journals (Sweden)

    Babut Raluca

    2012-12-01

    experienţe pozitive cu ea, după care în timp va începe să îşi contureze o opinie legată de aceasta. Prezenta cercetare propune un model menit a evidenţia contribuţia amplasamentului magazinului şi a servirii asistate în conturarea imaginii magazinului. După operaţionalizarea conceptelor teoretice integrante ale modelului, datele sunt validate prin intermediul reliability analysis, în final fiind oferite interpretări pertinente prin intermediul corelaţiei existente între dimensiunile identificate. Cercetarea empirică derulată pe un eşantion de 1.800 de consumatori români relevă pentru formatele comerciale selectate diferenţe notabile în impactul şi semnificaţia influenţei reprezentate de cele două caracteristici ale retail brand asupra store image. În final sunt trasate câteva implicaţii manageriale relevante în fundamentarea deciziilor viitoare privind modalitatea optimă de acţiune prin intermediul acestor două elemente ale retail marketing mix.

  1. Building brands

    NARCIS (Netherlands)

    Ataman, B.M.; Mela, C.; van Heerde, H.J.

    2008-01-01

    Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this

  2. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

    Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv.......Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv....

  3. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

    How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to

  4. Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands

    OpenAIRE

    Ginman, Carole; Lundell, Charlotte; Turek, Catherine

    2010-01-01

    A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. The major focus of this study is to answer the question of how luxury designers’ col...

  5. Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

    OpenAIRE

    Irina Ivanovna Skorobogatykh; Olga Saginova; Zhanna Musatova

    2014-01-01

    With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxur...

  6. Film-Induced Tourism, City-Branding and Place-Based Image: the Cityscape of Naples between Authenticity and Conflicts

    Directory of Open Access Journals (Sweden)

    Libera D'Alessandro

    2015-03-01

    Full Text Available The paper aims at analysing the connections between film-induced tourism, city-branding and place-based image through the case-study of Naples, particularly deepening the role played by urban policies not only in promoting or sustaining but also in refusing some specific city’s representations. In the first part we will explore this relationship focusing the attention on the changing representations of the city in films and on the changes produced by the urban policies carried out in the phase of so-called Neapolitan Renaissance. The second part will be dedicated to deepen the link between the images of the city conveyed by the media and the touristic sector, emphasizing the role of the official representations and of the Campania Region Film Commission. The third part of the paper will focus on the conflicts involving the urban actors about the existence of a potential link between some negative representations of the periodical crisis of the city (for garbage, organized crime and difficulties in the administrative management and tourist flows. We will argue that the duplicity of representations proposes in a new way the traditional dual image of the Neapolitan cityscape, inspiring by a different notion of “authenticity”.

  7. Experience on country brand website and the formation of tourist des-tination image: a study in Iceland

    Directory of Open Access Journals (Sweden)

    Dirceu Tornavoi de Carvalho

    2016-03-01

    Full Text Available The research aims to verify if the experience with country brands website influences the image and attractiveness of a touristic destination in the consumers’ minds as also in their intention to visit the destination. A pre-test/post-test pre-experimental study with a 30 undergraduate students sample in a university of São Paulo was conducted. The treatment consisted of exposing the subjects to the Iceland official touristic site. The dependent variables were the touristic attractiveness perception and the intention to visit Iceland. The evaluation of the browsing experience was measured using scales of online consumer behavior literature. The two hypotheses were: (1 that positive online experience positively influences the destination image formation and (2 positively influences the intention of visit, were supported by statistical means comparison tests before and after treatment. The content analysis of the open question, performed after treatment, showed the effect that the knowledge acquired by pleasurable navigation have in shaping the image and increasing the intention of visiting a touristic destination.

  8. In Search of Place Brand Identity

    DEFF Research Database (Denmark)

    Kvistgaard, Hans-Peter; Blichfeldt, Bodil Stilling; Hird, John

    2015-01-01

    Place branding relates both to brand identity (what the place is) and brand image (what the place is/should be in the eyes of external audiences). Brand identity can be perceived as the set of values and attributes that those responsible for marketing and development of a place wish to reinforce...... that arise when trying to establish destination brand identity by means of more inclusive, bottom-up approaches. Drawing on both literature studies and the authors’ active involvement in destination branding across more than 50 Danish destinations, particularly the paper discusses how to decide who to give...

  9. The Impact of Brand Awareness on Companies` Marketing Strategies

    OpenAIRE

    Alexandra Zaif

    2016-01-01

    Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate ...

  10. Place Branding

    DEFF Research Database (Denmark)

    Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy

    2015-01-01

    Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford......: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion...... of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field....

  11. Three-way, three-period, crossover bioequivalence study of single oral dose of three brands of 300 mg phenytoin sodium tablets marketed in India, on healthy Indian human volunteers.

    Science.gov (United States)

    Doshi, Maulik S; Naik, Anuja A; Mehta, Mohit R; Gogtay, Nithya J; Thatte, Urmila M; Menon, Mala D

    2013-10-01

    To compare the bioavailability of two brands of phenytoin sodium tablets available in the Indian market using Eptoin™ as the reference. A randomized, assessor-blind, three-way crossover design study was carried out over a period of 6 months after approval from the Institutional Review Board (IRB). Twenty-two healthy male participants received a single oral 300 mg oral tablet of either of the formulations with a 2-week washout. Blood samples were collected predose and at regular intervals postdose. Plasma phenytoin levels were estimated by high-performance liquid chromatography. Calculation of Cmax, AUC0-t, and AUC0-∞ was done by the linear trapezoidal rule and 90-110% margin (90% confidence interval (CI)) was used to assess bioequivalence. Twenty volunteers completed the study. It was seen that the log-transformed values of Cmax, AUC0-t, and AUC0-∞ of the test formulations were not within the specified limits. Bioinequivalence of available phenytoin brands indicates that switching brands could lead to variations in blood concentrations and thus impact safety and efficacy. If a brand switch is done for any reason, stringent drug-level monitoring is advised.

  12. GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

    Directory of Open Access Journals (Sweden)

    Denisa, COTÎRLEA

    2014-11-01

    Full Text Available The present work-paper was written in order to provide an overview of the intangible values that actively contribute to brand capital formation within the nation branding process; through this article, the author tried to emphasize the differences existent between brand capital and brand equity within the context of the nation branding process, which has became a widely approached subject both in the national and international literature. Also, the evolution of brand capital and brand equity was approached, in order to identify and explain their components and their role, by highlighting the entire process of their evolution under a sequence of steps scheme. The results of this paper are focused on the identification of a structured flowchart through which the process of nation branding -and the brand capital itself- are to be perceived as holistic concepts, integrator and inter-correlated ones, easily understood.The methodology used in order to write the present article resumes to all appropriate methods and techniques used for collecting and processing empirical data and information, respectively to observing, sorting, correlating, categorizing, comparing and analyzing data, so that the addressed theoretical elements could have been founded; in the center of the qualitative thematic research addressed in the present article lie general elements belonging to Romania's image and identity promotion.

  13. Branding water

    OpenAIRE

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-01-01

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and ra...

  14. Strong branding creates a competitive edge.

    Science.gov (United States)

    Wagner, Peggy

    2007-01-01

    This article encompasses the basics of branding and how it relates to radiology organizations. It also provides tools to help develop your brand. To effectively use branding as a component of your marketing strategy, it is important to follow 3 basic principles: focus on where you excel, understand the existing markets, and be consistent. You do not need to be a large hospital, imaging center, or department to create a brand identity.

  15. Festival Citylink Brand Audit and Improvement

    OpenAIRE

    Riswandi, Ridwan; Iskandar, Budi Permadi

    2013-01-01

    Festival Citylink (FCL) is a shopping center that using concept mixed-use integration between shopping center, hotels and convention center located in South Bandung area. The problem that faces by Festival Citylink is low on brand equity performance, brand history and the intense of competition. Based on survey result in 2011, Festival Cityink has low in brand awareness, recall and response. The negative perception brand image from predecessor Mollis as shopping center before Festival Citylin...

  16. Country Brand Challenges: Why is Brazil’s image complex and multifaceted?

    OpenAIRE

    Gondim Mariutti, F

    2015-01-01

    In the global economy arena along with the context of international business, a country’s image has become a central issue for reputation, wide-ranging competition, and export growth. Consequently, it is becoming increasingly difficult to ignore the fact that developing countries are visible in the media deliberately or not. Their image is not only influenced by economic, social, political, and diplomatic standpoints but also reaching for actions throughout their roles globally. Therefore, na...

  17. Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece

    OpenAIRE

    Niros, Meletios; Pollalis, Yannis; Niros, Angelica

    2017-01-01

    The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be dominant precursors of brand image. On the other hand, brand image sug...

  18. Business School corporate brand identities

    OpenAIRE

    Syed Alwi, SF; CheHa, N; Yen, D

    2013-01-01

    The escalation in the number of business schools in Malaysia has created a competitive pressure to attract the best students and lecturers from both the national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their brand images in terms of university rankings as well as be seen as the top business school in the country. However, little is known to understand how these business schools position their brand images in order ...

  19. Mobile Apps: Improve Airports ́ Brand Image and Differentiate Among Competitors

    Directory of Open Access Journals (Sweden)

    Lázaro Florido-Benítez

    2016-07-01

    Full Text Available The image airports project via their applications (apps affects -- directly or indirectly--passengers’ satisfaction. Today, airports are competing among each other to attract more airlines and passengers to improve commercial revenues. Airport apps (as mobile marketing tools are offering a wide range of opportunities to both passengers and airports. Apps are the best solution if airports want to improve the passenger experience as well as differentiate themselves from their competitors. The results from this investigation reveal that an airport’s image-perception has either a positive or negative effect on customer satisfaction. Our structural equation model confirms that the projection of the airport image on an app improves passengers’ sense of security-control, along with cross selling. This paper provides a glimpse to how commercial activities in airports will function with interactive media.

  20. Pricing of brand extensions based on perceptions of brand equity

    Directory of Open Access Journals (Sweden)

    Panagiotis Arsenos

    2018-04-01

    Full Text Available The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.

  1. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  2. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Directory of Open Access Journals (Sweden)

    Mike Friedman

    Full Text Available While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging belong to a target brand or not. Signal detection theory (SDT is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  3. Evaluation of the Successfulness of A Green Program through Customer Perceived Quality, Brand Image, and Customer Satisfaction: A Case Study at Surabaya Plaza Hotel

    OpenAIRE

    Marsella Yeanette Hatane; Adinda Yosari; Felicia Christiana Hendautomo

    2012-01-01

    Every company try to build the brand image of their businesses by doing a green program as one of their strategies. This research aims to see the impacts of the implementation of a green program at Surabaya Plaza Hotel, Surabaya. 230 hotel customers were randomly chosen as the respondents. Through descriptive and Structural Equation Modelling (SEM) analysis, can be seen that technical quality brings insignificant negative impacts towards customer satisfaction. Meanwhile, functional quality an...

  4. Pengaruh Country of Origin Dan Global Brand Image Terhadap Minat Beli Dan Keputusan Pembelian (Survei Pada Konsumen Yang Membeli Smartphone Samsung Galaxy Di Asia Tenggara)

    OpenAIRE

    Tati, Putri Wahyu

    2015-01-01

    This research aims to examine and explain the effect of country of origin and global brand image on purchase intention and purchase decision also to examine the different perception between consumers in Indonesia, Singapore, Malaysia, Philippines, and Thailand. Type of research used in this research is explanatory research with quantitative approach. The size of the sample is 151 persons and sampling technique used in this research is quota sampling. The data analysis techniques used in this ...

  5. Effect of Product Quality, Promotion, and Brand Image on Purchase Decision of Nike Sports Shoes (Case Study on S1 Fisip Undip Students)

    OpenAIRE

    Saputra, Denny; Waluyo, Handoyo Djoko; Listyorini, Sari

    2014-01-01

    Complex consumer needs all critical and followed increasingly competitive market competition lead to Nike Sports Shoes must to compete and also maintain their market consumer seized from its competitors. Consumers who take the decision to choose Nike Sports Shoes will consider various things before buying it. Consideration to make a decision consist of influenced the quality of the product, promotion, and brand image of Nike Sport Shoes. The problem in this research is Sports Shoes Nike fluct...

  6. State brand as a factor of consolidating society: some aspects

    OpenAIRE

    BELYAEVA V.P.; GUDOSHNIKOVA O.E.

    2015-01-01

    A state brand is important element of the reputation of the state. The basis of the state brand is an ideology of the consumption: a clear understanding of the meaning of the brand presence on the global political market, understanding generated image of the country as a prerequisite behavior of political actors. The state brand contains typically national elements

  7. Identitetsbaseret branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Det er efterhånden almindeligt anerkendt, at branding spiller en central rolle i virksomhedens værdiskabelse. Men hvad det præcist er, der bestemmer, om et brand får succes eller ej, er stadigvæk ikke så let at pege på. En af grundene er, ifølge artiklens forfattere, at forskningen i stor...... udstrækning arbejder med en alt for statisk brandforståelse: Enten fokuserer den kun på brandet, sådan som det opfattes af forbrugeren, dvs. et 'udefra og ind perspektiv' - eller også opererer den udelukkende med et 'indefra og ud perspektiv'og ser på brandet, sådan som det konstrueres og styres af brand...

  8. Brand Resonance Behavior among Online Brand Community

    OpenAIRE

    Shaari, Hasnizam; Ahmad, Intan Shafinaz

    2017-01-01

    Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their admirers and users via online brand community. Attitude and behavior of online brand community members can be crucial to overall brand competitive...

  9. Perwujudan Brand Image Dalam Penataan Interior Rotelli Shoes Di Galaxy Mall

    OpenAIRE

    Sriti Mayang Sari, Maria Sulistya C

    2013-01-01

    Nowadays the economic developmentis increasing in Surabaya. This has a positive impact on retail companies in Surabaya. In order to remain competitive shop among many other stores, they need a unique interior design, comfortable and functional that can attract customers to shop. An attractive interior design alone is not enough, however they need an interior design that canreflect the image and strategies.Rotelli is one of the famous shoesbrand from Italy and has a vision to be a trendsetter ...

  10. Mobile Apps: Improve Airports ́ Brand Image and Differentiate Among Competitors

    OpenAIRE

    Lázaro Florido-Benítez

    2016-01-01

    The image airports project via their applications (apps) affects -- directly or indirectly--passengers’ satisfaction. Today, airports are competing among each other to attract more airlines and passengers to improve commercial revenues. Airport apps (as mobile marketing tools) are offering a wide range of opportunities to both passengers and airports. Apps are the best solution if airports want to improve the passenger experience as well as differentiate themselves from their competitors. The...

  11. Image a identita značky

    OpenAIRE

    Lukavská, Klára

    2014-01-01

    The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, com...

  12. MULTI-SENSORY BRANDING AS A TOOL FOR THE FORMATION OF A POSITIVE IMAGE OF THE HIGHER EDUCATION INSTITUTION

    OpenAIRE

    Natalya A. Spirina

    2015-01-01

    The purpose of this article is to study the relevance of the use of sensory branding in higher education and the development of an algorithm for educational brand, based on the use of the senses of the consumer: hearing, sight, touch, smell and taste.Methods. As a methodological basis author uses methods of scientific abstraction, modeling, analysis and synthesis, as well as the method of system analysis. Results. This article discusses the main directions of methodology for higher educationa...

  13. The Influence Of Franchisors Brand Image On Franchisee Trust And Its Impact On Franchisee Intention To Remain In Franchise System

    OpenAIRE

    Erlinda; Yuyus Suryana; Faisal Afiff; Arief Helmi

    2015-01-01

    Franchisee is the party that play important role in the franchising because most of franchise outlets managed and operated by franchisees. Nevertheless in the process of business operating there would be the conflict of interests between franchisor as the owner of brand with the franchisee as the buyer of franchisors brand to operating retail outlet.and bound with futures contract. Therefore franchisee trust is needed in order to maintain franchisee intention to remain in franchise system. O...

  14. Encouraging Lifelong Healthy Habits for a Positive Body Image in Adolescents.

    Science.gov (United States)

    Ahmed, Christine

    This article discusses issues related to body image in adolescents, explaining what school practitioners can do to encourage lifelong healthy habits that enhance body image. Body image is the picture of physical self carried in the mind's eye. This impression can have little resemblance to how a teen actually looks. Body image culturalization is…

  15. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    A critical account of the rise of celebrity-driven “compassionate consumption” Cofounded by the rock star Bono in 2006, Product RED exemplifies a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. Brand Aid offers a deeply informed...

  16. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

    Employer branding er både for den private og den offentlige sektor blevet en måde, de kan imødekomme ændrede arbejdsmarkedsvilkår og organisatoriske udfordringer i en postmoderne og globaliseret verden. Den aktuelle finanskrise har skabt nye udfordringer for organisationer i deres bestræbelser på...... at tiltrække- og fastholde attraktive medarbejdere. Men hvilken betydning har det, når Grundfos siger ”Mennesket er i fokus”, og hvad siger ”mangfoldighed” om Københavns Kommune som arbejdsplads i relation til employer branding? Er der egentlig sammenhæng mellem tankerne bag employer branding og de eksternt...... kommunikerede employer brandprodukter. Eller bliver det unikke ved arbejdspladserne ersattet af buzzwords uden substans og inddragelse af ansatte og interessenter? Artiklen har til formål at vurdere disse spørgsmål på baggrund af analyser af to cases med employer branding....

  17. AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Ioan MOISESCU

    2007-01-01

    Full Text Available The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.

  18. Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute. PMID:25803845

  19. The Effect of Country Based Image in Accurance of Brand in Cultural Destinations

    Directory of Open Access Journals (Sweden)

    Hulya Kurgun

    2010-04-01

    Full Text Available Despite its location and historical and cultural attractions, Izmir has been unable to consistently achieve its tourism goals, as evidenced by fluctuating numbers in tourism earnings and a small share of the international tourism market. This discrepancy might be attributed to Turkey’s image in the minds of world travelers, as well as to a low recognition of Izmir. The purpose of this study is twofold: (1 to identify visitors’ impressions that have been effective on their choice of Turkey as a vacation destination and (2 to determine whether there is a relationship between these impressions and their perceptions about Izmir. According to the study results there is a relationship between the variables related to participants choosing Turkey and their impressions about Izmir.

  20. Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

    OpenAIRE

    Ruhet Genc

    2010-01-01

    Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding...

  1. THE PROVINCIALISM OF GLOBAL BRANDS AN EMPIRICAL ANALYSIS OF BRAND EQUITY DIFFERENCES IN MEXICO AND GERMANY

    OpenAIRE

    Thomas Cleff; Lena Fischer; Nadine Walter

    2010-01-01

    The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand equity? And if there were brand image differences between countries, which factors cause them? The authors conducted an empirical research during May and June 2009 with similarly aged University students in Germany (...

  2. Social Media and Online Brand Communities

    OpenAIRE

    Ansarin, Madina; Ozuem, Wilson

    2014-01-01

    It is widely recognised that a better understanding of social media and its implications is essential for\\ud formulating effective branding strategies in evolving Computer-Mediated Marketing Environments\\ud (CMMES). However, few studies have examined how social media influences brand image in the luxury\\ud sector. The current study intends to examine whether increased exposure through social media influences\\ud brand image in technologically infused marketing environments. Drawing on extant l...

  3. THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

    OpenAIRE

    Köksal, Can Deniz; Demir, Mehmet Özer

    2012-01-01

    In this study, hypothesized that congruence or incongruence of consumer image and brand image leads positive or negative attitudes towards brand and these attitudes affect consumer decision process as mediators, formation of brand loyalty process is approached from an image congruence perspective. A preformed questionnaire form was used as data collection tool and pure data was analyzed with Structural Equation Modeling in order to demonstrate how observed variables fit the theoretical ...

  4. Brand Preference Between Apple And Samsung Smartphone In Manado

    OpenAIRE

    Goni, Windy

    2013-01-01

    Branding is increasingly being used as a strategy for managing markets plays a very vital role in consumer buying decision. It has already proven that brands are are the company€™s most important asset. The objective of this study is to provide the information about the brand preference of smartphone in Manado and to reveal which brand that become brand preference in Manado. This research uses two important indicators that are brand equity and brand image. The method that is used in this re...

  5. Brand Equity of a Tourist Destination

    Directory of Open Access Journals (Sweden)

    Hwa-Kyung Kim

    2018-02-01

    Full Text Available In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20 were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

  6. How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It

    Directory of Open Access Journals (Sweden)

    Berthon Pierre

    2018-05-01

    Full Text Available Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, the purveyors. Brands can either finance fake news or be the targets of it. Indirectly, they can be linked via image transfer, where either fake news contaminates brands, or brands validate fake news.

  7. Incidental findings are frequent in young healthy individuals undergoing magnetic resonance imaging in brain research imaging studies

    DEFF Research Database (Denmark)

    Hartwigsen, Gesa; Siebner, Hartwig R; Deuschl, Günther

    2010-01-01

    There is an ongoing debate about how to handle incidental findings (IF) detected in healthy individuals who participate in research-driven magnetic resonance imaging (MRI) studies. There are currently no established guidelines regarding their management....

  8. A study on relationship of brand characteristics and customer satisfaction with brand loyalty

    Directory of Open Access Journals (Sweden)

    Ebrahim Zarepour Nasirabadi

    2013-07-01

    Full Text Available Brands are considered as valuable assets of a company both economically and strategically. Thus, having customers who are loyal to a brand is one of the main goals of businesses companies. Identifying and anticipating the customers’ needs are vital to the enterprises gaining competitive advantage and market segmentation. Maintaining and enforcing customers’ loyalty is a strategic challenge for companies seeking to keep and promote their competitive status in the market. High brand loyalty of the customers generates competitive advantage for the company and it increases the income and decreases the costs of marketing. In addition to increasing the market share, loyalty allows to ask for higher prices compared with its competitors. This study seeks to investigate the factors influencing customer loyalty to sport brands. The statistical population of this research was Tehran city. Using simple cluster sampling, 502 customers of four known brand sports, i.e. Nike, Puma, Adidas, Reebok, and Fila were chosen. Furthermore, a questionnaire, which assessed seven variables including reputations, brand name, brand image, brand loyalty, customer satisfaction, promotion and the price was used and the hypotheses were analyzed using statistical tests such as Kolmogorov-Smirnov test (K-S test, Spearman correlation, simultaneous linear regression and binomial test. The findings suggested that the brand name has a strong correlation with brand loyalty. Moreover, variables such as reputation, brand image, customer satisfaction, price and promotions also have positive and significant effect on the brand loyalty.

  9. Brand Name, Store Image, and Country-of-Origin: The Effects on Consumers' Perception of Quality and Price.

    Science.gov (United States)

    King, Margaret C. A.

    1993-01-01

    A review of literature indicated that, with regard to brand labels, consumers' perception of price, but not of quality, was affected. Consumers expected to pay more for goods bought in a higher status store and rated imported goods as being more expensive than domestically produced goods. Products from developing countries received lower quality…

  10. Tarnished Brand Could Use Polish: A More Vocal Advocacy on Several Fronts Can Restore Professional Learning's Image

    Science.gov (United States)

    Mizell, Hayes

    2009-01-01

    Staff development's brand is tarnished. Many of its consumers are not satisfied. Some are angry. Others are resigned to accepting professional development as it is because they lack the will or power or knowledge to change it. Educators respond in these ways because their staff development experiences are often shallow and do little to help them…

  11. Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

    Directory of Open Access Journals (Sweden)

    Nur Choirul Afif

    2015-08-01

    Full Text Available Abstract Loyalty is one indicator of the success of marketing performance. Various studies have shown that brand loyalty increases the number of customers and sales. In addition brand loyalty is also lowering the cost to acquire new customers. Marketing managers need to give special attention to the issue of brand loyalty including the services of an English course.As one of the requirements to be able to compete at the global level is the mastery international language. However Indonesian English ability is lower than ASEAN countries such as Malaysia and Singapore. These conditions increase the number of English Courses in Indonesia rapid grow. But some people do not get the results as expected and are still looking for other colleges that are considered to have high quality with affordable prices. English village situated in Pare Kediri. About the qualifications of teaching staff infrastructure and management colleges in big cities is better than the village colleges in the Pare Kediri. Some participants still chose KampungInggris Pare Kediri as a place to learn English. The purpose of this research is how to analyze the important aspect to build brand loyalty. The results is the key factors to build brand loyalty is brand trust and brand brand affect. Brand trust and brand affect affected brand loyalty both simultaneously and partially. Marketing managers of English Courses in Indonesia must give more attention these aspects to increase brand loyalty.

  12. The Effect of Word of Mouth Marketıng on the Purchase Behavıor Vıa Brand Image and Perceıved Qualıty

    Directory of Open Access Journals (Sweden)

    Zuhrem Yaman

    2018-06-01

    Full Text Available In terms of businesses in today's world, the most important way of sustainability is through a good sense of quality and a brand image. Especially when the uncertainties about the service to be offered in the service sector are excessive, people can postpone the decision stage as long as they are not confident. For a service that they do not already have experience, the customers choose the way to prefer perceived quality perception and businesses with high brand image with the help of word of mouth marketing. In this study, it is aimed to determine whether word of mouth marketing has effect on the purchasing behavior via brand image and perceived quality. In order to collect the data in the study, scales which consists of 23 items, 89 for Cronbach Alpha internal consistency coefficient word of mouth marketing, 80 for brand image, 92 for perceived quality, developed by Goyette vd (2010, Ural and Perk (2012 and Pappu, Quester ve Cooksey (2006 was used. As a result of the analyzes made, it has been found out that word of mouth marketing activities develop faster on the institutions which had high percieved quality and brand image before, and on the purchasing behaviors of the individuals.

  13. Personal Branding

    OpenAIRE

    Climent i Martí, Jordi

    2017-01-01

    Proyecto Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2013/2014. Director: Cristina Ayala del Pino Con este Trabajo Fin de Grado he querido aproximar el concepto del Personal Branding y de marca personal como la herramienta para diferenciarse en el entorno profesional. Partiendo con la definición del concepto, su construcción, el panorama actual, compaginar empleo con marca personal y acabando con la visión personal de un gurú de la Marca Person...

  14. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

    of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response...... (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion......Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap...

  15. BRANDING IN SMALL BUSINESS

    OpenAIRE

    Catalin Mihail BARBU; Radu Florin OGARCA; Mihai Razvan Constantin BARBU

    2010-01-01

    In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

  16. GLOBAL OR NATIONAL BRANDS?

    Directory of Open Access Journals (Sweden)

    Sorina GÎRBOVEANU

    2007-01-01

    Full Text Available Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

  17. Branding water.

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-06-15

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.

  18. Branding water

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-01-01

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks – are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. PMID:24742528

  19. Internal Brand Management of Destination Brands

    DEFF Research Database (Denmark)

    Cox, Natasha; Gyrd-Jones, Richard; Gardiner, Sarah

    2014-01-01

    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations....... However, theories to inform these strategies are limited. This paper proposes that internal brand management theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi......-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub-networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms...

  20. Relative bioavailability of generic and branded 250-mg and 500-mg oral chlorphenesin carbamate tablets in healthy Korean volunteers: a single-dose, randomized-sequence, open-label, two-period crossover trial.

    Science.gov (United States)

    Yu, Ji-young; Song, Hyun Ho; Kim, Bo Gyeom; Park, Hyeon Ju; Choi, Kwang Sik; Kwon, Young Ee

    2009-11-01

    Chlorphenesin carbamate is a skeletal muscle relaxant approved in Korea for use in the treatment of pain and discomfort related to skeletal muscle trauma and inflammation. The aim of this study was to assess the bioequivalence of a generic formulation of chlorphenesin carbamate at doses of 250 and 500 mg and 2 branded formulations of the same doses in healthy Korean adults. This single-dose, randomized-sequence, open-label, 2-period crossover study was conducted in healthy Korean male and female volunteers. Subjects were assigned to receive, in a randomized sequence, a single dose of the generic (test) and branded (reference) formulations of chlorphenesin carbamate at a dose of 250 or 500 mg. Blood samples were drawn at 0, 0.33, 0.67, 1, 1.5, 2, 3, 4, 6, 9, 12, and 15 hours after administration. Pharmacokinetic properties (C(max), T(max), AUC(0-t) AUC(0-infinity), t(1/2), and ke) were determined using HPLC. The formulations were to be considered bioequivalent if the 90% CIs of the treatment ratios of the geometric means of C(max) and AUC(0-t) were within a predetermined range of log 0.80 to log 1.25 based on regulatory criteria. Tolerability was assessed by monitoring for adverse events (AEs) on physical examination and/or e-mail and personal interview at the beginning and end of each study period. Twenty-eight subjects (22 men, 6 women) received chlorphenesin carbamate at the 250-mg dose, and 24 male subjects received the 500-mg dose. The mean (SD) ages of the subjects were 24.0 (2.6) and 24.0 (1.9) years in the 250- and 500-mg groups, respectively. No significant differences were found between the test and reference formulations (90% CIs: C(max), 1.0048-1.1153 with the 250-mg dose and 0.9630-1.1189 with the 500-mg dose; AUC(0-t), 0.9882-1.0546 and 0.9842-1.0578, respectively). No clinically significant AEs (upper gastric pain, abdominal bloating, pyrexia, edema, nausea, heartburn, constipation, headache, dizziness, drowsiness, or fatigue) were reported throughout

  1. The brand images of Coca-Cola and Pepsi and buying motives of cola consumers: a consumer research study

    OpenAIRE

    Yılmaz, Emre

    1997-01-01

    Ankara : The Department of Management and Graduate School of Business Administration of Bilkent University, 1997. Thesis (Master's) -- Bilkent University, 1997. Includes bibliographical references leaves 54-55 Cola is one of the heavily consumed products all over the world by almost every individual. Today there are two main competitors in the world to convince consumers to consume their brand; Coca-Cola and Pepsi. Both companies give a big importance to understand their con...

  2. PENGARUH KEMAMPUAN MANAJEMEN, MOTIVASI FRANCHISE, BRAND IMAGE DAN PROMOTION STRATEGY TERHADAP KEBERHASILAN USAHA FRANCHISE (Studi Kasus : Primagama Indonesia Timur)

    OpenAIRE

    Primasanti, Yunita; Widodo, Imam Djati

    2017-01-01

    Enterprises that can be directly executed properly without having to market from the beginning is to buy products or services that have become, namely Franchise. It is the licensing of an overall business format in which the franchisor grants a license to a number of dealers or franchisee to market a product / service and conduct a business developed by franschisor using a name brand, Trademarks, specialist merchandising services and how to do business that the franchisor owns. This data anal...

  3. To brand or not to brand

    DEFF Research Database (Denmark)

    Andersen, Lone Schreiber; Brunsø, Karen

    2002-01-01

    When consumers recognise the Irma-girl, the yellow arches of McDonald's or the logo of Arla Foods, they react to the 'branding' of the company.E ven though many people have already heard of branding, only a minority are able to define the concept.A 'brand' can be a number of things: a name...

  4. Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate

    OpenAIRE

    Silden, Sandra Emilie; Skeie, Malin Elida

    2015-01-01

    There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, though highly related, namely brand hate. Study 1 was conducted in order to investigate an antecedent to brand hate, building on the fact that love for a competing brand can cause brand hate. To our knowledge this topic has not been examined before. However, a line of re...

  5. Branding a college of pharmacy.

    Science.gov (United States)

    Rupp, Michael T

    2012-11-12

    In a possible future of supply-demand imbalance in pharmacy education, a brand that positively differentiates a college or school of pharmacy from its competitors may be the key to its survival. The nominal group technique, a structured group problem-solving and decision-making process, was used during a faculty retreat to identify and agree on the core qualities that define the brand image of Midwestern University's College of Pharmacy in Glendale, AZ. Results from the retreat were provided to the faculty and students, who then proposed 168 mottos that embodied these qualities. Mottos were voted on by faculty members and pharmacy students. The highest ranked 24 choices were submitted to the faculty, who then selected the top 10 finalists. A final vote by students was used to select the winning motto. The methods described here may be useful to other colleges and schools of pharmacy that want to better define their own brand image and strengthen their organizational culture.

  6. Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity?

    DEFF Research Database (Denmark)

    Iglesias, Oriol; Markovic, Stefan; Singh, Jatinder Jit

    2017-01-01

    using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived...... ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need...

  7. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

    Everyone has a personal brand. To ensure success at work you need to manage your personal brand which is made up of your tangible and intangible attributes. This paper reviews the literature around personal branding, looks at some of the attributes and discusses ways you can reflect and begin to build your personal brand in a higher education…

  8. The Effect of Consumer-Based Brand Equity on Personel Computer Purchase Intention: A Study in Antakya

    OpenAIRE

    Tulin Ural; H. Gül Pek

    2012-01-01

    In resent years, a brand is a powerful mean of differentiation, and that differentiation provides a significant competitive advantage for firms. Knowing how consumers assess a brand is important. For this reason, we need to determine the factors which affect to consumer-based brand equity. In this study, the relationships among brand awareness, perceived quality, brand image, brand loyalty and consumer-based brand equity have been examined, separately. Additionally, the study is extended to i...

  9. Evaluating the truth brand.

    Science.gov (United States)

    Evans, W Douglas; Price, Simani; Blahut, Steven

    2005-03-01

    The American Legacy Foundation developed the truth campaign, an aspirational antismoking brand for adolescents. This study tested whether a multidimensional scale, brand equity in truth, mediates the relationship between campaign exposure and youth smoking. We collected brand equity responses from 2,306 youth on a nationally representative telephone survey. Factor analysis indicates that the scale has excellent psychometric properties and effectively measures brand equity. We developed a structural equation model to test the mediation hypothesis. Results show that brand equity mediates the relationship between truth and smoking. Analyses of potential cofounders show this relationship is robust. Behavioral branding (brands about a behavior or a lifestyle) is an important public health strategy.

  10. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

    Full Text Available In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

  11. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise...

  12. How to use social media influencers to support the company brand image? : Case in PULLUP S.A Company

    OpenAIRE

    Mercier, Jules

    2017-01-01

    Some actors of this thesis wish to stay anonymous. Their identity have been change by the author. The researcher chooses to delete all information which can be a proof of their true identity. By this way, it is possible there is a lack of information. More and more, brands are developing their ambassadors range worldwide to increase their digital marketing. As the author worked for PULLUP Company, a famous firearms and outdoors company, the aim of this thesis is to increase the author’s k...

  13. The Branding Management Approaches

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI; Mohamed Lamine

    2014-01-01

    [Abstract]We wil try to present,through the display of the various branding concepts and theories, the different branding management approaches.This wil present the different visions of the discipline depending on the author to try and demonstrate their differences,at first, and their complementarities at last to help the different branding management practitioners (brand managers,marketing managers,advertisers,media-planners……) apprehend the right brand positioning strategy to engage.

  14. Creating strategic brand management manual : Case: Tukikallio Oy

    OpenAIRE

    Vepsäläinen, Sini

    2010-01-01

    The purpose of this Thesis was to create a Strategic Brand Management Manual for the use of a new company called Tukikallio Oy. The manual was composed of the elements that the company wanted to include in it. A qualitative research method was used in collecting information. The theoretical part of the thesis includes theories about brand building. Brand identity tells what the brand really is with its positive and negative sides, image reflects on what kind of things the consumer associa...

  15. Corporate branding in Facebook fan pages ideas for improving your brand value

    CERN Document Server

    Zamith Brito, Eliane Pereira

    2015-01-01

    In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies.

  16. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

    constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain......Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non...

  17. The effect of corporate brand reputation on brand attachment and brand loyalty: automobile sector

    OpenAIRE

    Loureiro, S. M. C.; Sarmento, E. M.; Le Bellego, G.

    2017-01-01

    The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim ...

  18. Brand recognition in television advertising: The influence of brand presence and brand introduction

    OpenAIRE

    Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

    2014-01-01

    Purpose: To assess the relationship between brand recognition and brand presence and brand introduction. Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisem...

  19. Success story-creating songs about history! : sabaton, branding and storytelling in heavy metal music

    OpenAIRE

    Forsström, Milena

    2015-01-01

    The objective of this thesis is to portray and analyze how storytelling is used by the band as a tool of building its concept and identity. This is qualitative empirical case study aiming to discover multiple uses of storytelling by music artist. Who is responsible for building the brand? Artist, the content presented or interpretation of audience? - thesis touches upon a dialogue between brand identity and brand image. How brand identity and brand image evolves as a dialogue between...

  20. Retail brand architecture and consumer store loyalty

    DEFF Research Database (Denmark)

    Brunsø, Karen; Grunert, Klaus G.

    is to investigate the relationship between consumers perceived retail brand architecture, their store satisfaction and loyalty. Furthermore we use perceived store image as a mediating factor in our framework. In total 772 Danish households participated in a telephone interview and returned questionnaires by mail....... The major contribution of this research is to conceptualise and empirically investigate the role of brand architecture for perceived store image, store satisfaction and loyalty....

  1. Thinking on luxury or pragmatic brand products: Brain responses to different categories of culturally based brands.

    Science.gov (United States)

    Schaefer, Michael; Rotte, Michael

    2007-08-24

    Culturally based brands have a high impact on people's economic actions. Here we aimed to examine whether socioeconomic information conveyed by certain classes of brands (prestigious versus pragmatic classes) differentially evoke brain response. We presented icons of brands while recording subject's brain activity during a functional magnetic resonance imaging (fMRI) session. After the experiment, we asked subjects to assess the brands according to different characteristics. Results revealed an active network of bilateral superior frontal gyri, hippocampus and posterior cingulate related to familiar brands in general. Brands of the category sports and luxury activated regions in medial prefrontal cortex (MPFC) and precuneus. In contrast, brands rated as value products activated the left superior frontal gyrus and anterior cingulate cortex (ACC). The results suggest an active cortical network related to cognitive control for value brands and a network known to be associated with self-relevant processing for prestigious brands. We discuss the results as differential engagement of the prefrontal cortex depending on the attributed characteristic of a brand.

  2. Picture Yourself Healthy-How Users Select Mediated Images to Shape Health Intentions and Behaviors.

    Science.gov (United States)

    Wilson, Brianna; Knobloch-Westerwick, Silvia; Robinson, Melissa J

    2018-02-20

    Hypotheses on how selective viewing of mediated images may sustain eating habits and aid healthier eating were derived from the Selective Exposure Self- and Affect Management model. The model posits that individuals select to view media to manage their self-concepts-and that this exposure affects subsequent intentions and behaviors. Participants (N = 265) selectively viewed Instagram-like postings featuring healthy or unhealthy food imagery. Beforehand, participants reported habits and perceived expert recommendations regarding food intake. After viewing postings, participants chose gift cards representing healthy or unhealthy food purchases and indicated food intake intentions. Results show that existing eating behavior predicts selective exposure to healthy or unhealthy food imagery, which in turn shapes gift card choices and (both healthy and unhealthy) food intake intentions.

  3. Analisis Brand Equity Bina Nusantara University di Lingkungan SMU Jakarta

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2007-09-01

    Full Text Available This Research of Binus University brand equity have been conducted by using 5 elements of brand equity: brand awareness, brand association, perceived quality, brand loyalty, and market behavior. The research methodologies was descriptive, its explained perception of 3th level high school students from 10 privates as well public high schools in west Jakarta and east Jakarta. The result of this research was Binus university brand awareness was in top of mind level. There were 3 (three associations of brand image of Binus, were IT up to date; complete and modern facilities; prestigious university which had high quality and innovative. Perceived quality element showed student’s expectations of university quality were overall most important. Brand loyalty element showed as reverse pyramid, that’s good loyalty for Binus University. Indicator of market behavior element showed 6,44% market share estimation.

  4. Nation branding: The analysis of Serbia's brand identity

    Directory of Open Access Journals (Sweden)

    Novčić Branka

    2015-01-01

    Full Text Available In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and a need to improve its image and reputation. In addition to the significantly deteriorated image, Serbia encountered perhaps a bigger problem internally - a vague, inconsistent and somewhat confused perception of Serbia's identity seen through the eyes of its nation. The aim of this paper is to gain insight into the current position of Serbia, since it has a chance for rebirth as well as separation from the legacy of the past times through the implementation of the nation branding concept. This paper deals with the understanding and analysis of nation brand identity as the starting point for Serbia brand development. Internal and external online research was conducted to determine the current perception of nation brand identity. The external survey examined the attitudes and opinions of the most important external stakeholders of Serbia, members of the business class in Italy, Austria and Slovenia. On the other hand, the internal part of the study focused on responses from members of the Serbian nation. The research was conducted over a period of three and a half years, in four countries with a total of 4,656 responses collected. By means of descriptive statistics the perception of the following brand identity elements was examined: brand personality, character, symbols, name, slogan and culture. The results indicated the existence of peculiarities in the perception of brand identity elements which can be seen in three aspects: perception discrepancy, matching perception and lack of knowledge. The greatest contribution of the paper is reflected in the fact that an insight into organized knowledge

  5. Management value of the brand with special emphasis on the emotional aspect of branding

    Directory of Open Access Journals (Sweden)

    Marinković Vladimir

    2015-01-01

    Full Text Available Turbulent of markets, which in future will be more dynamic, based on close collaboration companies (brands with towards his customers. Having a prestigious brand and loyal customers is the goal of which tend to all market participants. However, many companies are not able to predict and plan the management of the brand, but remain on a superficial understanding of branding as a simple process of creating names, slogans and product design. If brands fail to achieve an emotional connection with the customer, then the way to achieve business success and profit maximizing open. An increasing number of companies realize the importance and necessity of branding. Realizing that a good reputation and positive image reflected in business success, the company recently increasingly pay attention to this issue.

  6. BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2015-01-01

    Full Text Available The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59 participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

  7. The Effects of Branding on Purchasing Preferences of Tourists at Accommodation Enterprises: An Implementation at Chain Accommodation Enterprises in Antalya

    Directory of Open Access Journals (Sweden)

    Banu Yıldız

    2013-09-01

    Full Text Available The aim of this study is to determine the effect of branding on the purchasing preferences of tourists at accommodation enterprises. Towards this end questionnaire technique was used and 398 questionnaires were considered to be evaluated. The data, gathered, analyzed by using statistical methods. As a result it is revealed that branding (brad awareness, perceived quality, brand image, brand trust, brand attitude and brand loyalty parameters has a positive effect on purchasing preferences of tourists and a negative effect on the volume of perceived risk. Factors contributing to more on purchasing preferences of tourists, respectively, brand attitude, brand loyalty and brand awareness.

  8. The Impact of Brand Awareness on Companies` Marketing Strategies

    Directory of Open Access Journals (Sweden)

    Alexandra Zaif

    2016-07-01

    Full Text Available Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate in their objectives brand awareness increase,acknowledging its impact on significant factors such as brand image ,sales increase,influencing customer behaviour and other important equity-related aspects.We will try to corroborate our statements by referring to a marketing strategy designed to enhance brand awareness and stimulate other brand-equity dimensions (brand association,brand loyalty,etc.,as well as generate higher sales revenues , namely sponsorship and we will discuss a particular category,respectively sponsorship in the sports industry.The study case wil be concluded with an example of a succesfull partnership involving a sponsorship agreement between a reputable multinational food and beverage corporation,PepsiCo(known for famous products such as Pepsi soft drinks and foods such as Lay`s Chips and one of the most important events expected by football enthusiasts around the world,the UEFA Champions` League annual tournament.

  9. Young adults' interpretations of tobacco brands: implications for tobacco control.

    Science.gov (United States)

    Gendall, Philip; Hoek, Janet; Thomson, George; Edwards, Richard; Pene, Gina; Gifford, Heather; Pirikahu, Gill; McCool, Judith

    2011-10-01

    Marketers have long recognized the power and importance of branding, which creates aspirational attributes that increase products' attractiveness. Although brand imagery has traditionally been communicated via mass media, packaging's importance in promoting desirable brand-attribute associations has increased. Knowledge of how groups prone to smoking experimentation interpret tobacco branding would inform the debate over plain packaging currently occurring in many countries. We conducted 12 group discussions and four in-depth interviews with 66 young adult smokers and nonsmokers of varying ethnicities from two larger New Zealand cities and one provincial city. Participants evaluated 10 familiar and unfamiliar tobacco brands using brand personality attributes and discussed the associations they had made. Participants ascribed very different images to different brands when exposed to the packaging alone, regardless of whether they had seen or heard of the brands before. Perceptual mapping of brands and image attributes highlighted how brand positions varied from older, more traditional, and male oriented to younger, feminine, and "cool." Our findings emphasize the continuing importance of tobacco branding as a promotion tool, even when communicated only by packaging. The ease with which packaging alone enabled young people to identify brand attributes and the desirable associations these connoted illustrate how tobacco packaging functions as advertising. The results support measures such as plain packaging of tobacco products to reduce exposure to these overt behavioral cues.

  10. STUDY ON RETAIL BRAND AWARENESS IN RETAIL

    Directory of Open Access Journals (Sweden)

    Dabija Dan Cristian

    2011-12-01

    Full Text Available Brand awareness, together with other behavioural indicators (sympathy, trust, image, satisfaction or loyalty, is one of the main vectors that has an essential contribution to the outline of brand equity in general and to that of retail brand, in particular. The perception upon these indicators must be taken into consideration by production, service or retail companies in order to be able to identify their position on target markets, and in order to be able to create an adequate strategy that would help them reach the desired positioning. The aim of this paper is, on one hand, to reveal both the dimensions of brand awareness, and the relationship between these and consumers brand perception and, on the other hand, to offer a suitable instrument to measure awareness level of various retail chains. Questioning of almost 4.000 consumers indicates a significant awareness of the retailers that have been on the selected market for a longer period of time.

  11. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    OpenAIRE

    Anca BUTNARIU

    2017-01-01

    Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate...

  12. Compulsive buying and branding phenomena

    OpenAIRE

    Lee, Seung-hee; Workman, Jane E.

    2015-01-01

    Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Results: Participants were 269 US university students at a large mid-western universit...

  13. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

    The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand…

  14. Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

    OpenAIRE

    Depecik, Baris

    2016-01-01

    markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when the demise of old brands has accelerated and even established brands are vulnerable, it stands to be a great deal of challenge. Fortunately, a number of ‘revitalization’ strategies can add relevan...

  15. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

    Branding is the process of differentiating your medical practice from all other practices in the industry. Branding takes into account the "look and feel" of your office, you and your staff your materials, and every other detail that gives your patients clues as to who you are and what you value. This article will review the strategies that go into building your own solid brand so your existing patients, as well as prospective ones, are attracted and loyal to you and your brand.

  16. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

    The present work aims at identifying Portuguese Millennials’ characteristics and uses them to create guidelines brands should use when it comes to successfully engaging with this generation in Portugal. A literature review about Millennials and Brand Awareness has been conducted so a research model could be created. The new 3 Cs of Millennials Brand Awareness model identify Content & Creativity, Customer Engagement and Cause-Related Marketing as central pillars brands should considerer when t...

  17. Branding the Army

    Science.gov (United States)

    2017-05-25

    but is not limited to, official communications, advertising, public relations, social media , word of mouth , market research, and even internal...other—while properly leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this...leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this monograph identifies best and

  18. Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-09-01

    Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa. Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand. Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires. Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands. Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty. Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.

  19. Consumers' quality perception of national branded, national store branded, and imported store branded beef

    DEFF Research Database (Denmark)

    Banovic, Marija; Grunert, Klaus G.; Barreira, Maria Madalena

    2010-01-01

    This study investigated the differences in the consumers' quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded...

  20. HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

    Directory of Open Access Journals (Sweden)

    M. Țichindelean

    2015-06-01

    Full Text Available The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences.

  1. Relative bioavailability of generic and branded acetylcysteine effervescent tablets: A single-dose, open-label, randomized-sequence, two-period crossover study in fasting healthy Chinese male volunteers.

    Science.gov (United States)

    Liu, Yan-Mei; Liu, Yun; Lu, Chuan; Jia, Jing-Ying; Liu, Gang-Yi; Weng, Li-Ping; Wang, Jia-Yan; Li, Guo-Xiu; Wang, Wei; Li, Shui-Jun; Yu, Chen

    2010-11-01

    Acetylcysteine may be used as a muco- lytic agent for the treatment of chronic bronchitis, chronic obstructive pulmonary disease, and other pulmonary diseases complicated by the production of viscous mucus. However, little is known of its pharmacokinetic properties when given orally in healthy volunteers, particularly in a Chinese Han population. This study was conducted to provide support for the marketing of a generic product in China. The purpose of this study was to compare the pharmacokinetics and relative bioavailability of a generic test formulation and a branded reference formulation of acetylcysteine in fasting healthy Chinese male volunteers. A single-dose, open-label, randomized-sequence, 2-period crossover design with a 7-day washout period between doses was used in this study. Healthy Chinese male nonsmokers aged 18 to 40 years with a body mass index (BMI) of 19 to 25 kg/m(2) were selected. Eligible volunteers were randomly assigned to receive acetylcysteine 600 mg PO as either the test formulation (3 tablets of 200 mg each) or reference formulation (1 tablet of 600 mg) under fasting conditions. A total of 15 serial blood samples were collected over a 24-hour interval, and total plasma acetylcysteine concentrations were analyzed by a validated liquid chromatography-isotopic dilution mass spectrometry method. Pharmacokinetic parameters (C(max), T(max), t(½) AUC(0-t), and AUC(0-∞) were calculated and analyzed statistically. The 2 formulations were considered bioequivalent if the 90% CIs of the log-transformed ratios (test/reference) of C(max) and AUC were within the predetermined bioequivalence ranges (70%-143% for C(max); 80%-125% for AUC), as established by the State Food and Drug Administration of China. Tolerability was determined by vital signs, clinical laboratory tests, 12-lead ECGs, physical examinations, and interviews with the subjects about adverse events (AEs). A total of 24 healthy Chinese Han male volunteers were enrolled in and

  2. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

    Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.; De Pelsmacker, P.

    2016-01-01

    Purpose and Approach This Chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an

  3. Health branding ethics

    DEFF Research Database (Denmark)

    Anker, Thomas Boysen; Sandøe, Peter; Kamin, Tanja

    2011-01-01

    into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols...

  4. How Brand Equity and Movieliking Can Override Impact of Misleading Brand Placement Toward Brand Attitudes

    OpenAIRE

    Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

    2014-01-01

    The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influenc...

  5. Branding a business name

    Directory of Open Access Journals (Sweden)

    Bulatović Ivan

    2016-01-01

    Full Text Available The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others to position in the required market. Making profit, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specific identity primarily owing to its business name, which distinguishes it from other companies during that first period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefits, companies may also have big difficulties and risks in the same process as well.

  6. Brand Strategies in the Era of Sustainability

    Directory of Open Access Journals (Sweden)

    Aleksandar Grubor

    2017-03-01

    Full Text Available Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successful brands, which are followed by large group of loyal consumers, have the power to generate modification and even complete shift in consumers' lifestyle, value system, attitudes and behavior. Accordingly, environmentally friendly brands are inevitable element of sustainable marketing strategy and sustainability concept, given that its implementation requires changes that will trigger mass rather than individuals. However, regardless of positive opinion about socially responsible practice on the market, attitude - behavior gap is widely present among consumers, making segment of green consumers just a market niche. Thus, the most challenging task for marketing and brand managers is to find interest for consumers in a sustainable way of life and to make it easy accessible and attractive for them. This article aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into the brand management, with an accent on brand equity construct, relying on the results of research and analysis in the given field.

  7. DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

    OpenAIRE

    Victor-Alexandru BRICIU

    2013-01-01

    To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand conc...

  8. Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers

    OpenAIRE

    Amin Asadollahi; Mohammad Jani; Parisa Pourmohammadi Mojaveri; Farshad Bastani Allahabadi

    2012-01-01

    The purpose of this study is to develop a comprehensive model that combines brand satisfaction, brand trust and brand attachment perspectives on brands and demonstrate how affect current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current purchase and indirectly by brand attachment. Brand trust is affected by dir...

  9. Capitalising on CSR-based partnerships in sports branding and sports sponsorship

    DEFF Research Database (Denmark)

    Cortsen, Kenneth

    2014-01-01

    . Inspired by Shank's (2009) notion of the sports brand building process, i.e.: 1) brand awareness; 2) brand image; 3) brand equity; 4) brand loyalty, the interacting nature of sports brands exemplified by how sports brands at the corporate level interact with sports brands at the personal and product levels......The purpose of this article is to develop a toolkit for academics and practitioners, which elaborates on how strategic application of corporate social responsibility (CSR) may guide sports branding initiatives and sponsorship partnerships and lead to increased levels of brand capitalisation...... is integrated in the article. This is done to propose how these interactions may increase the effect of the work with strategic CSR on corporate sports brands....

  10. Image značky Umbro

    OpenAIRE

    Gazdíková, Lenka

    2011-01-01

    Title: Image Umbro brand Annotation: The objective of the bachelor thesis is to identify the image of the sports brand Umbro. The first section coveres the literature findings which desribes brand, brand knowledge and brand image. Furthermore, a process of a marketing research is defined as a base to my own research. The second section analyzes Umbro brand, realization and evaluation of my own research of image Umbro brand. In the end of the thesis, there are suggested recommendations to incr...

  11. Investigating the service brand: A customer value perspective

    Directory of Open Access Journals (Sweden)

    Leyla Heydari

    2014-04-01

    Full Text Available This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image, employee trust, and company trust. Using survey data of a sample of 385 bank customers, the analysis indicates there is a direct influence of some of the perspectives of the brand on customers' perceptions of value. The results indicate that brand image, organization image, trust to firm influence positively on quality of services. In addition, brand image, organization image, quality of services and trust to firm influence on customer’s perspective where quality of services maintains the lowest impact and corporate image has the highest impact on customer’s perspective.

  12. Food brand recognition and BMI in preschoolers.

    Science.gov (United States)

    Harrison, Kristen; Moorman, Jessica; Peralta, Mericarmen; Fayhee, Kally

    2017-07-01

    Children's food brand recognition predicts health-related outcomes such as preference for obesogenic foods and increased risk for overweight. However, it is uncertain to what degree food brand recognition acts as a proxy for other factors such as parental education and income, child vocabulary, child age, child race/ethnicity, parent healthy eating guidance, child commercial TV viewing, and child dietary intake, all of which may influence or be influenced by food brand recognition. U.S. preschoolers (N = 247, average age 56 months) were measured for BMI and completed the Peabody Picture Vocabulary Test plus recognition and recall measures for a selection of U.S. food brands. Parents completed measures of healthy eating guidance, child dietary intake, child commercial TV viewing, parent education, household income, parent BMI, and child age and race/ethnicity. Controlling these variables, child food brand recognition predicted higher child BMI percentile. Further, qualitative examination of children's incorrect answers to recall items demonstrated perceptual confusion between brand mascots and other fantasy characters to which children are exposed during the preschool years, extending theory on child consumer development. Copyright © 2017 Elsevier Ltd. All rights reserved.

  13. Building scientific institution’s brand with online instruments

    Directory of Open Access Journals (Sweden)

    Barbara Mróz-Gorgoń

    2016-03-01

    Full Text Available The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

  14. The concept of branding: is it relevant to nursing?

    Science.gov (United States)

    Dominiak, Mary C

    2004-10-01

    This concept exploration examines branding and its relevance to nursing. Branding is used to differentiate products through use of symbols. The symbols are the brands that are designed to communicate the value of products. Nursing has had many identifying symbols, such as the nurse's cap and the white uniform, but these symbols have failed to clearly communicate the essence of nursing. Lack of a distinct nursing brand has led to confusion about the discipline. The Roy adaptation model provides a view of branding as a process for clearly defining the profession, improving its image, and differentiating its role within the healthcare milieu.

  15. Creating visual guidelines for a Finnish fashion brand

    OpenAIRE

    Morozova, Elizaveta

    2017-01-01

    Visual communication is an essential part of branding. Visual elements like logo, brand colours, and typography create associations with a brand and make it distinctive. Graphic design is a tool for visual communication that allows creating aesthetic and functional visual elements that convey some messages. The client of this thesis is a Finnish fashion company that does not have clear and consistent visual image, and the goal is to create it based on company’s values and desired image...

  16. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

    Thellefsen, Leo Torkild; Andersen, Christian; Sørensen, Bent

    2008-01-01

    This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...... call the supra symbolic layer of the brand and the specific artifact merge into a statement or a sign. We discuss the fragility of such brand communities, how we are able to participate in brand communities through our use of the particular brand, and how we are quickly able to leave such communities...... when we change brands....

  17. Brand recognition in television advertising: The influence of brand presence and brand introduction

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-05-01

    Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

  18. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

    Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City...... brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city...... branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place....

  19. Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

    Science.gov (United States)

    Susanty, Aries; Tresnaningrum, Aprilia

    2018-02-01

    This study has several purposes. First, this study aims to investigate the effect of consumer-brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

  20. Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop

    Directory of Open Access Journals (Sweden)

    Susanty Aries

    2018-01-01

    Full Text Available This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI. We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

  1. Avec Orima - Designing the brand identity

    OpenAIRE

    Nguyen Le Quynh, Nga; Carvalho, Maria Clara da Costa

    2016-01-01

    The thesis is a document in building the brand image for the authors’ own start-up Avec Orima. It is motivated by the need to take the company from the planning stage to the next very first step of implementing the business – designing the company’s brand identity. The thesis focused on the process of designing the brand identity. The process began with analysing the company and Finnish target market to have the insights on what the company stands for and wants to achieve. The study then ...

  2. Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico

    OpenAIRE

    Rajagopal

    2004-01-01

    The brand equity is built around brand personality as one of the core dimensions. 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 personality creation. This paper attempts to explore the mechanism that builds brand personality through media communication like advertising and word of mouth. The discussions in ...

  3. Pharmacokinetic and clinical comparison of two 8-methoxypsoralen brands

    DEFF Research Database (Denmark)

    Andersen, Klaus Ejner; Menne, T; Gammeltoft, M

    1980-01-01

    We compared the Danish 8-MOP brand Meladinine with the Austrial brand Oxsoralen because of our discouraging result with PUVA in treating psoriasis. Nine healthy volunteers participated in the investigation. The plasma level of 8-MOP was measured by a gas chromatogrpahic-mass spectrometric method ...

  4. STRATEGI MENCIPTAKAN, MEMPERTAHANKAN DAN MENJUAL PERSONAL BRANDING JELANG PEMILU 2014

    Directory of Open Access Journals (Sweden)

    Bambang Joko Priyono

    2014-11-01

    Full Text Available The purpose of this paper is made to describe some of the definitions of PersonalBranding from various sources. So it is expected to increase our understanding and theknowledge about Personal Branding. Because to know how a character creation process, orbetter known as the Personal Image or Personal Branding is not something so difficult.Creating it is easy, but how to manage and maintain a self branding that has made it moredifficult. Discussion of the results obtained to the fact that the Personal Branding is theimage of the person that was built by the person concerned and appreciated by peoplearound him. Perhaps in simple language Personal Branding can be defined as "Good Name".Personal branding is what is at present have already become the current identity. Whereidentified and associated with what you have today. By building personal branding today,anyone can be more natural in the future. Personal Branding is the key to build and generatemillions of people who are professionals. Personal brand (brand yourself is used as a tool toshape the views of others to yourself, especially in the 2014 election period nears. Tujuan dari penulisan makalah ini dibuat untuk menjabarkan beberapa definisiPersonal Branding dari berbagai sumber. Sehingga diharapkan bisa menambah pengertiandan pemahaman kita seputar Personal Branding. Karena untuk mengetahui bagaimana sebuahproses penciptaan karakter atau yang lebih dikenal dengan Personal Image atau PersonalBranding bukan hal yang begitu sulit. Menciptakan itu mudah, tapi bagaimana mengelola danmempertahankan branding diri yang sudah diciptakan itu yang lebih sulit. Dari hasilpembahasan didapatkan fakta bahwa Personal Branding adalah pencitraan terhadap diriseseorang yang dibangun oleh orang yang bersangkutan dan diapresiasi oleh orangsekitarnya. Mungkin dalam bahasa yang sederhana Personal Branding dapat diartikan sebagai“Nama Baik” . Personal branding adalah apa yang di miliki sekarang yang sudah

  5. Analyzing the Impact of Brand Equity and Advertisement on Customers’ Loyalty in Isfahan City

    OpenAIRE

    Mohammad Hossein Moshref Javadi; Sayyed Mohsen Allameh; Amir Poursaaedi

    2014-01-01

    The objective of this study was to analyze the impact of advertisement and brand equity on customers’ loyalty in Isfahan city. literature review on advertising, brand equity, customer loyalty research model was presented. A standard questionnaire was used as data collection instrument. To measure SNOWA Corporation brand equity, Keller's brand equity model was used with six dimensions of brand's salience, performance, image, judgments, feelings and resonance. Face validity was used to verify t...

  6. ISLAMIC IDENTITY VERSUS CITY/PLACE BRANDING

    Directory of Open Access Journals (Sweden)

    M. Alaa Mandour

    2012-09-01

    Full Text Available Is a brand a product, a service, or a company? Is it a logo, a marketing strategy or an attitude? As globalization intensifies, places increasingly compete with other places for attention, influence, markets, investments, businesses, visitors, residents, talent and events. And competition is no longer restricted to the well-known places down the road, over the hill or across the water. Places now compete with cities, regions and countries halfway around the world. Places are increasingly getting caught off guard by unpredicted and apparently rapid shifts in competition and abruptly lose their historic purpose or their competitive edge, be it economic, social or cultural. Culture fills our cities, regions, nations and even our rural landscapes with spiritual content. Our places are an expression of who we are and what we value and they are ruthless in projecting the bad alongside the good. In its widest sense culture includes art, design, education, science, religion and sport. In the context of place branding it is the manifestation of our beliefs, values, customs and behaviors. Merging culture to brand within our city tissue is an essential part of the morphology within its spaces. This paper is trying to discuss the contribution of Islamic culture to a place brand; Relationship between culture and identity, image, visual identity etc. in the context of place branding; Impact of culture on brand equity; Developing cultural brand assets to brand places and how should we value and evaluate culture in the context of place branding?  Also will try to find answers to the following: Do we have a precise understanding of how Islamic culture adds value to or devalues a place? Do we have a methodology for capturing the value of our Islamic culture to places? And, can this culture be developed with the intent to create better places and place brands?   

  7. DOES BRAND EXTENSION IMPACT PARENT BRAND: A CASE OF JOHNSON, UK

    Directory of Open Access Journals (Sweden)

    Muhammad Shakil AHMAD

    2011-01-01

    Full Text Available Purpose of study: The main purpose of this study is to check the impact ofbrand extensions on brand image. For this purpose Johnson is selected asparent brand for current research. The targeted brand extensions areJohnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear andJohnson’s suntan lotion. Research Methodology: sample was selected fromBradford, UK. Sample consists of graduate students including males as wellas female. Total sample size is 60 and data was collected through selfadministered questionnaires. For each brand 15 respondents were selected.Convenient sampling was selected as sampling technique. Results: Resultsshow that Johnson’s have high brand awareness and perceived quality.While there is negative correlation results for brand fit on brand image forthose product extensions which are not in same brand category i.e.Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It isconcluded from study results that launching new product in same parentbrand category have high chance of success while in different category isrisk.

  8. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

    Full Text Available Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative.

  9. Visual Imagery and False Memory for Pictures: A Functional Magnetic Resonance Imaging Study in Healthy Participants

    OpenAIRE

    Stephan-Otto, Christian; Siddi, Sara; Senior, Carl; Mu?oz-Samons, Daniel; Ochoa, Susana; S?nchez-Laforga, Ana Mar?a; Br?bion, Gildas

    2017-01-01

    BACKGROUND: Visual mental imagery might be critical in the ability to discriminate imagined from perceived pictures. Our aim was to investigate the neural bases of this specific type of reality-monitoring process in individuals with high visual imagery abilities. METHODS: A reality-monitoring task was administered to twenty-six healthy participants using functional magnetic resonance imaging. During the encoding phase, 45 words designating common items, and 45 pictures of other common items, ...

  10. An examination of the effects of service brand dimensions on customer satisfaction

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    The present study intends to examine how consumers evaluate service brands. Building on past literature, several causal relationships are examined between key brand dimensions and consumer satisfaction using the airline industry as an exemplary branded service category. Results reveal price, core...... service, feelings and self-image congruence to be the most important dimensions of a service brand which, in turn, impact significantly on consumer satisfaction. Except price, these attributes are intangible components of the service brand that can only be assessed by the customer during the use stage...... of decision-making. Besides these brand components, controlled communications are also found to strongly influence customers’ overall dispositions toward the brand....

  11. A Liquid Chromatography-Tandem Mass Spectrometry Method for Evaluation of Two Brands of Enalapril 20 mg Tablets in Healthy Human Volunteers

    Directory of Open Access Journals (Sweden)

    Wael Abu Dayyih

    2017-01-01

    Full Text Available Enalapril is an angiotensin-converting enzyme inhibitor used for treatment of hypertension and chronic heart disease. Enalaprilat is its active metabolite responsible for the activity. This study aimed to develop and validate a method for enalapril and enalaprilat analysis and to determine the bioequivalence of two tablet formulae of enalapril. LC-MS/MS bioanalytical method was developed and validated and then applied to evaluate the bioavailability of two enalapril formulae. Antihyperglycemic sitagliptin was used as internal standard (IS. The method was accurate for the within- and between-days analysis, and precise CV% was 85% and the LOD was 0.907 and 0.910 ng/ml for enalapril and enalaprilat, respectively, and LLOQ was 1 ng/ml. The pharmacokinetic parameters Cmax, tmax, AUC0–72, and AUC0–∞ values of enalapril and enalaprilat of the two formulae were calculated and nonsignificant differences were found. A linearity, specific, accurate, and precise method was developed and applied for the analysis of enalapril and enalaprilat in human plasma after oral administration of two formulae of enalapril 20 mg tablets in healthy volunteers. Depending on the statistical analysis it was concluded that the two enalapril formulae were bioequivalent.

  12. Relative Harmony: Achieving Balance in Your Brand Family

    Science.gov (United States)

    Collins, Mary Ellen

    2011-01-01

    Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…

  13. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

    Full Text Available The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

  14. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    OpenAIRE

    Ljiljana Stošić Mihajlović

    2013-01-01

    The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

  15. How brand personality, brand identification and service quality influence service brand equity

    Directory of Open Access Journals (Sweden)

    Sandra Maria Correia Loureiro

    2014-12-01

    Full Text Available During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.

  16. Advocacy participation and brand loyalty in virtual brand communtity

    OpenAIRE

    Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

    2014-01-01

    Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation ...

  17. Strategic brand management: Archetypes for managing brands through paradoxes

    OpenAIRE

    Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård

    2015-01-01

    Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors ...

  18. Favorite brands as cultural objects modulate reward circuit.

    Science.gov (United States)

    Schaefer, Michael; Rotte, Michael

    2007-01-22

    On the basis of the hypothesis that brands may function as reward stimuli, we investigated brain responses to favorite brands. Participants viewed brand logos while we measured cortical activity with functional magnetic resonance imaging. Results revealed activity in the striatum for favorite brands that positively correlated with sports and luxury characteristics, but negatively with attributions to a brand of rational choice. Reduced activation of a single region in the dorsolateral prefrontal cortex was demonstrated when viewing the most beloved brand, possibly suggesting reduced strategic reasoning on the basis of affect. The results propose that brands that have been associated with appetitive stimuli owing to marketing efforts engage brain networks similar to those engaged by artificially associated reward stimuli. Moreover, social stimuli may function as secondary inducers of reward mechanisms.

  19. Brand Strategy and Japan’s Soft Power

    Institute of Scientific and Technical Information of China (English)

    Xing; YAN

    2015-01-01

    The 21st century is the time of brand strategy showing its position and importance in operation of enterprises.Rapid rise of the brand strategy in operation and management of enterprises has profound social and operation background.The development process of brand strategy also reflects evolution of market economy.A country’s cultural influence power depends on its brand equity.An essential task of brand promotion for a county is to narrow the gap between original image and target image,change the past or one-sided image of the public to products of the country,and implement effective communication and propaganda with the aid of related resource system in the country’s soft power,and accept new excellent image.Fundamentally,lifting national soft power is to set up distinct and charming national brand or national image.The influence power with culture and communication as core is the direct manifestation of a country’s core competitiveness.Brand is an outstanding feature of a country’s strength.Brand stretching can promote liftoff of national economy.In expanding international market,famous brands will play a more and more important role.

  20. Pengaruh Nilai Pelanggan, Citra Merek (Brand Image) Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Kereta Api Kelas Ekonomi Tawang Jaya Jurusan Semarang-Jakarta (Studi Kasus Di Stasiun Poncol DAOP IV, Semarang)

    OpenAIRE

    Atstsaqifi, Yusuf; Waluyo, Handoyo Djoko; Listyorini, Sari

    2015-01-01

    The goal of this study is to determine how customer value, brand image, and service quality affect the customers satisfaction of economic class of the Tawang Jaya Train which serves the Semarang-Jakarta route. Sampling technique used in this study is purposive sampling technique with samples gathered from 100 people. Linear regression analysis and significance test were used to test the hypotheses using SPSS 22.0. Result of data analysis concluded that partially the variables affected the cus...

  1. Significant components of service brand equity in healthcare sector.

    Science.gov (United States)

    Chahal, Hardeep; Bala, Madhu

    2012-01-01

    The purpose of the study is to examine three significant components of service brand equity--i.e. perceived service quality, brand loyalty, and brand image--and analyze relationships among the components of brand equity and also their relationship with brand equity, which is still to be theorized and developed in the healthcare literature. Effective responses were received from 206 respondents, selected conveniently from the localities of Jammu city. After scale item analysis, the data were analyzed using factor analysis, correlations, t-tests, multiple regression analysis and path modeling using SEM. The findings of the study support that service brand equity in the healthcare sector is greatly influenced by brand loyalty and perceived quality. However, brand image has an indirect effect on service brand equity through brand loyalty (mediating variable). The research can be criticized on the ground that data were selected conveniently from respondents residing in the city of Jammu, India. But at the same time the respondents were appropriate for the study as they have adequate knowledge about the hospitals, and were associated with the selected hospital for more than four years. Furthermore, the validity and reliability of the data are strong enough to take care of the limitations of the convenience sampling selection method. The study has unique value addition to the service marketing vis-à-vis healthcare literature, from both theoretical and managerial perspectives. The study establishes a direct and significant relationship between service brand equity and its two components, i.e. perceived service quality and brand loyalty in the healthcare sector. It also provides directions to healthcare service providers in creating, enhancing, and maintaining service brand equity through service quality and brand loyalty, to sustain competitive advantage.

  2. Brand Meaning Cocreation

    DEFF Research Database (Denmark)

    Tierney, Kieran D.; Karpen, Ingo; Westberg, Kate

    2016-01-01

    Purpose: The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach: In-depth review and integration...... of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings: Prior research is limited in that it neither maps the process...... of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations...

  3. Exploring Obsession Towards Brands

    DEFF Research Database (Denmark)

    Chung, Emily; Kock, Florian; Josiassen, Alexander

    2017-01-01

    This paper proposes a conceptual framework for the investigation of ‘brand obsession’, defined as a consumer relationship phenomenon that involves 1) non-deliberate, intrusive, and repetitive thoughts about the brand that 2) lead to compulsive behavioural intentions aiming at reducing...... these thoughts. The study of brand obsession extends existing understanding of consumer-brand relationships by introducing brand obsession as a conceptually novel concept. It enables researchers to discern, explain, and measure a critical facet of consumer-brand relationships that can predict important consumer...... behaviours, such as compulsive buying. For example, it can shed light on the cognitive and motivational states that give rise to engaging in compulsive behaviour, which has largely been neglected by existing studies on compulsive buying as it has extensively investigated the phenomenology of the compulsive...

  4. Stigmatizing Images in Obesity Health Campaign Messages and Healthy Behavioral Intentions.

    Science.gov (United States)

    Young, Rachel; Subramanian, Roma; Hinnant, Amanda

    2016-08-01

    Background Antiobesity campaigns blaming individual behaviors for obesity have sparked concern that an emphasis on individual behavior may lead to stigmatization of overweight or obese people. Past studies have shown that perpetuating stigma is not effective for influencing behavior. Purpose This study examined whether stigmatizing or nonstigmatizing images and text in antiobesity advertisements led to differences in health-related behavioral intentions. Method Participants in this experiment were 161 American adults. Measures included self-reported body mass index, weight satisfaction, antifat attitudes, and intention to increase healthy behaviors. Results Images in particular prompted intention to increase healthy behavior, but only among participants who were not overweight or obese. Conclusion Images and text emphasizing individual responsibility for obesity may influence behavioral intention among those who are not overweight, but they do not seem to be effective at altering behavioral intentions among overweight people, the target audience for many antiobesity messages. Images in antiobesity messages intended to alter behavior are influential and should be selected carefully. © 2015 Society for Public Health Education.

  5. A survey on relationship among consumer personal characteristics, brand personality and brand love

    Directory of Open Access Journals (Sweden)

    Ali Eilaghi Karvandi

    2016-08-01

    Full Text Available Consumer’s personality traits, as one of the most important aspects of human psychological tendency, may influence people towards different brands. Therefore, the owners of most well-known brands also try to learn more about people’s personal characteristics to gain more market shares. The purpose of this paper is to find out more about consumer personality, which creates motivation in consumer’s mind and to learn more about the effect of this image on consumer’s interest on purchasing products. The population of this survey includes all people in city of Tehran, Iran who own one of Apple’s products. The results of the survey have indicated that neuroticism, extroversion, openness, compatibility, loyalty and brand love, as the main characteristics of brand personality, maintained positive impacts on brand love.

  6. An empirical survey on perceived value from tourism destination based on brand equity model: A case study of Qeshm Island

    Directory of Open Access Journals (Sweden)

    Vahid Qaemi

    2012-10-01

    Full Text Available Tourism destination brand equity is defined as all assets (or debts of brands provided with name and symbol of tourism destination to make changes in value services of experiences. In many cases, brand equity is more than physical assets. This survey performs an investigation to identify effective factors in tourism destination equity, cause and affects relationships, and proposes a model for perceived value of tourism destination. The proposed study is performed in one of free islands named Gheshm. The preliminary results indicate that there is a positive relationship between tourism destination brand awareness and destination brand equity, tourism destination brand image, destination brand equity and tourism destination brand loyalty.

  7. The Archetypal Brand Profile

    OpenAIRE

    Dornelles, Sabrine

    2013-01-01

    This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experimental methodology. The study revealed details regarding the significance and assets of these brands. The results of the present study indicate that the brands examined, represent elements of the fol...

  8. Renewing the Nissan Brand

    DEFF Research Database (Denmark)

    Rubin, James R.; Hatch, Mary Jo; Schultz, Majken

    2017-01-01

    Gosen carried out his plan to rescue Nissan by building an emotional connection between customers and the brand, introducing cross-functional teams, designing the Xterra, encouraging managers to "lead from the middle," organizing the Shift marketing campaign, and answering the question, "What's your...... brand stand for?" Now, Nissan faces such issues as finding the right balance between managing costs and building demand and the level of differentiation needed to maintain the customer's relationship to the brand....

  9. Reliability of a novel thermal imaging system for temperature assessment of healthy feet.

    Science.gov (United States)

    Petrova, N L; Whittam, A; MacDonald, A; Ainarkar, S; Donaldson, A N; Bevans, J; Allen, J; Plassmann, P; Kluwe, B; Ring, F; Rogers, L; Simpson, R; Machin, G; Edmonds, M E

    2018-01-01

    Thermal imaging is a useful modality for identifying preulcerative lesions ("hot spots") in diabetic foot patients. Despite its recognised potential, at present, there is no readily available instrument for routine podiatric assessment of patients at risk. To address this need, a novel thermal imaging system was recently developed. This paper reports the reliability of this device for temperature assessment of healthy feet. Plantar skin foot temperatures were measured with the novel thermal imaging device (Diabetic Foot Ulcer Prevention System (DFUPS), constructed by Photometrix Imaging Ltd) and also with a hand-held infrared spot thermometer (Thermofocus® 01500A3, Tecnimed, Italy) after 20 min of barefoot resting with legs supported and extended in 105 subjects (52 males and 53 females; age range 18 to 69 years) as part of a multicentre clinical trial. The temperature differences between the right and left foot at five regions of interest (ROIs), including 1st and 4th toes, 1st, 3rd and 5th metatarsal heads were calculated. The intra-instrument agreement (three repeated measures) and the inter-instrument agreement (hand-held thermometer and thermal imaging device) were quantified using intra-class correlation coefficients (ICCs) and the 95% confidence intervals (CI). Both devices showed almost perfect agreement in replication by instrument. The intra-instrument ICCs for the thermal imaging device at all five ROIs ranged from 0.95 to 0.97 and the intra-instrument ICCs for the hand-held-thermometer ranged from 0.94 to 0.97. There was substantial to perfect inter-instrument agreement between the hand-held thermometer and the thermal imaging device and the ICCs at all five ROIs ranged between 0.94 and 0.97. This study reports the performance of a novel thermal imaging device in the assessment of foot temperatures in healthy volunteers in comparison with a hand-held infrared thermometer. The newly developed thermal imaging device showed very good agreement in

  10. Brand Suicide? Memory and Liking of Negative Brand Names.

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

  11. Brand Suicide? Memory and Liking of Negative Brand Names

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name. PMID:27023872

  12. Data on customer perceptions on the role of celebrity endorsement on brand preference

    Directory of Open Access Journals (Sweden)

    Ayodotun Stephen Ibidunni

    2018-06-01

    Full Text Available This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established. Keywords: Celebrity endorsement, Consumer brand preference, Brand association, Brand loyalty, Celebrity image

  13. Energy brands lack vitality

    International Nuclear Information System (INIS)

    Godri, S.; Wilders, E.

    2004-01-01

    The three Dutch energy companies (Nuon, Essent and Eneco Energie) have relatively little brand strength. The brands are not perceived to be sufficiently different from one another and are not valued by consumers. With liberalisation imminent, this is hardly a strong starting point. How can you win over consumers if it is not clear what is on offer? In the business market, decision-makers are better placed to distinguish between brands. However, the brands lack vitality in this sector of the market too. The only consolation is that the situation is by no means exclusive to the Netherlands [nl

  14. Design and Iconic Brands

    Directory of Open Access Journals (Sweden)

    2015-11-01

    Full Text Available The VW Beetle, Apple, Porsche … many iconic brands have reached their status with groundbreaking designs. But what makes these designs so special? And is it really the design factor that accounts for the overall success of a brand? Dr. Walter de Silva shares with us his thoughts on iconic designs, the design process and the role of design in branding. Open your heart and mind to his extensive experience in developing designs for Volkswagen, Audi and other brands of the Volkswagen Group

  15. Dettol: Managing Brand Extensions

    OpenAIRE

    Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari

    2009-01-01

    This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap an...

  16. Win Market by Brand

    Institute of Scientific and Technical Information of China (English)

    FENG Zhende

    2002-01-01

    Brand is symbol of product quality and strength of enterprise. As a typical culture in market economy, it has great influences in everyday life. Famous brands attract purchasing, which prospers enterprise. After China' s entry to WTO, Chinese economy has turned into a new page.As the world manufacturing base, China is to win international market with its own brands. Chunsheng Refractory Ltd., which specialized in quality silica bricks, has grown in size and strength. And our experiences proved how important the brand is for an enterprise.

  17. Does brand differentiate pharmaceuticals?

    Science.gov (United States)

    Bednarik, Josef

    2005-12-01

    Role of marketing in pharmaceutical industry is increasing and inspiration by successful brands known from consumer goods market influenced pharmaceutical companies enough to switch their attention to branding initiatives. Still there is little evidence that pharmaceutical brands represent anything more than product only. This study aims to explore the area of branding in pharmaceutical industry. Central hypothesis of the research has been that brand and its emotional content differentiate pharmaceuticals as well as rational data derived from clinical studies. It has been tested by extensive review of available literature as well as by primary research focused on drivers of physicians' attitudes towards products and their influence on prescribing behavior. The research has been conducted in the sample of psychiatrists in the Czech Republic. No evidence about pharmaceutical brand exceeding value of product has been found in reviewed literature. Nevertheless, the primary research conducted in the sample of Czech psychiatrists indicates that emotional brand in pharmaceutical industry exists and enables author to draw a model of Customer/product life cycle that describes likely impact of functional, emotional and self-expressive benefits throughout pharmaceutical product's market presence. Pharmaceutical brand is likely to develop differently than the same of consumer goods products--it seems to be built predominantly on long-term positive experience. Marketing role in this process should lie in finding relevant product position and building brand identity compliant with real product capabilities.

  18. Multimodal imaging of small hard retinal drusen in young healthy adults

    DEFF Research Database (Denmark)

    Pedersen, Hilde R; Gilson, Stuart J; Dubra, Alfredo

    2018-01-01

    BACKGROUND: Small hard macular drusen can be observed in the retina of adults as young as 18 years of age. Here, we seek to describe the in vivo topography and geometry of these drusen. METHODS: Retinal images were acquired in young, healthy adults using colour fundus photography, spectral domain...... the foveal centre were characterised. RESULTS: Small hard drusen were seen on colour photographs in 21 out of 97 participants and 26 drusen in 12 eyes in 11 participants were imaged using the full protocol. Drusen were easily identifiable in all modalities, except a few very small ones, which were...... not visible on SD-OCT. On AOSLO images, these drusen appeared as round, oval or lobular areas (up to three lobules) of diameter 22-61 µm where cone photoreceptor reflectivity and density was decreased (p=0.049). This was usually associated with discrete thickening of the retinal pigment epithelium (RPE...

  19. DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

    Directory of Open Access Journals (Sweden)

    Victor-Alexandru BRICIU

    2013-07-01

    Full Text Available To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand concept is regarded by positioning it in the category (the most general one of place branding.

  20. Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension

    OpenAIRE

    Lim, Yu Mi

    2013-01-01

    Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. ...

  1. Nonprofit brand strength’s moderational role

    OpenAIRE

    Walter Wymer

    2015-01-01

    The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is pe...

  2. Internal branding: an enabler of employees' brand-supporting behaviours

    OpenAIRE

    Punjaisri, K; Evanschitzky, H; Wilson, A

    2008-01-01

    Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey was carried out with 699 customer-interface employees from five major hotels. Findings: Internal bran...

  3. Knowledge metrics of Brand Equity; critical measure of Brand Attachment

    OpenAIRE

    Arslan Rafi (Corresponding Author); Arslan Ali; Sidra Waris; Dr. Kashif-ur-Rehman

    2011-01-01

    Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e. Brand Awareness and Brand Associatio...

  4. Brand Management Model in Sport Industry of Iran: Professional Football League Case

    Directory of Open Access Journals (Sweden)

    Vajihe Javani

    2016-01-01

    Full Text Available The study aims to examine brand management model in Iran's professional Football League (2011-2012 with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911 responded 4 items questionnaire. A structural equation model (SEM test with maximum likelihood estimation was performed to test the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors

  5. Executing the Perfect Retail Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally fo...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralised.......The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in-depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by understanding the complex interplay of identities between occupational groups...

  6. Differentiation between early rheumatoid arthritis patients and healthy persons by conventional and dynamic contrast-enhanced magnetic resonance imaging

    DEFF Research Database (Denmark)

    Axelsen, Mette Bjørndal; Ejbjerg, B J; Hetland, M L

    2014-01-01

    OBJECTIVES: To identify the magnetic resonance imaging (MRI) parameter that best differentiates healthy persons and patients with early rheumatoid arthritis (RA), and to investigated responsiveness to treatment of various MRI parameters. METHOD: Conventional MRI and dynamic contrast-enhanced (DCE...

  7. The influence of advertising media on brand awareness

    OpenAIRE

    Domazet, Ivana; Đokić, Ines; Milovanov, Olja

    2018-01-01

    In modern business conditions, the company sends its messages through various instruments of promotion, and therefore the different media. One of the instruments of promotion economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others.. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand image and the li...

  8. EFEKTIVITAS SOCIAL MEDIA ADVERTISING: PERAN BRAND FAMILIARITY DAN KONGRUENSI ENDORSER

    Directory of Open Access Journals (Sweden)

    Sony Kusumasondjaja

    2014-01-01

    Full Text Available This study examined the impact of brand familiarity and endorsers’ congruence with product being advertised on consumer responses to social media advertising in Twitter. Findings suggested that the product with a familiar brand endorsed by celebrity with high image congruence led to greater consumer trust, more positive attitude, and greater purchase intention than any other familiarity-congruence combinations. Interestingly, for unfamiliar brand, there is no significant difference between high and low endorsers’ congruence.

  9. A Branding and Marketing Plan for a Trade Union

    OpenAIRE

    Pihonen-Randla, Marjut

    2015-01-01

    The purpose of this thesis project was to define a branding and a marketing plan based on study and research into successful brands and marketing strategies. The goal was to increase visibility by creating a cohesive brand image and to define a marketing plan to suit this purpose. This project looked into trade unions in Finland and how they conduct marketing. This project also looked into research that was available of target audiences for client website and Facebook site. The client...

  10. Brand Loyalty and Market Equilibrium

    OpenAIRE

    Birger Wernerfelt

    1991-01-01

    Two concepts of brand loyalty are defined, “inertial” brand loyalty resulting from time lags in awareness, and “cost-based” brand loyalty resulting from intertemporal utility effects. Their market level implications are formally derived in a continuous time model. It is found that inertial brand loyalty leads to equilibria with price dispersion, while cost-based brand loyalty also may allow single price equilibria. In all cases, as brand loyalty vanishes, so does the difference between the av...

  11. Vibration Response Imaging: evaluation of rater agreement in healthy subjects and subjects with pneumonia

    International Nuclear Information System (INIS)

    Bartziokas, Konstantinos; Daenas, Christos; Preau, Sebastien; Zygoulis, Paris; Triantaris, Apostolos; Kerenidi, Theodora; Makris, Demosthenes; Gourgoulianis, Konstantinos I; Daniil, Zoe

    2010-01-01

    We evaluated pulmonologists variability in the interpretation of Vibration response imaging (VRI) obtained from healthy subjects and patients hospitalized for community acquired pneumonia. The present is a prospective study conducted in a tertiary university hospital. Twenty healthy subjects and twenty three pneumonia cases were included in this study. Six pulmonologists blindly analyzed images of normal subjects and pneumonia cases and evaluated different aspects of VRI images related to the quality of data aquisition, synchronization of the progression of breath sound distribution and agreement between the maximal energy frame (MEF) of VRI (which is the maximal geographical area of lung vibrations produced at maximal inspiration) and chest radiography. For qualitative assessment of VRI images, the raters' evaluations were analyzed by degree of consistency and agreement. The average value for overall identical evaluations of twelve features of the VRI image evaluation, ranged from 87% to 95% per rater (94% to 97% in control cases and from 79% to 93% per rater in pneumonia cases). Inter-rater median (IQR) agreement was 91% (82-96). The level of agreement according to VRI feature evaluated was in most cases over 80%; intra-class correlation (ICC) obtained by using a model of subject/rater for the averaged features was overall 0.86 (0.92 in normal and 0.73 in pneumonia cases). Our findings suggest good agreement in the interpretation of VRI data between different raters. In this respect, VRI might be helpful as a radiation free diagnostic tool for the management of pneumonia

  12. Vibration Response Imaging: evaluation of rater agreement in healthy subjects and subjects with pneumonia

    Directory of Open Access Journals (Sweden)

    Makris Demosthenes

    2010-03-01

    Full Text Available Abstract Background We evaluated pulmonologists variability in the interpretation of Vibration response imaging (VRI obtained from healthy subjects and patients hospitalized for community acquired pneumonia. Methods The present is a prospective study conducted in a tertiary university hospital. Twenty healthy subjects and twenty three pneumonia cases were included in this study. Six pulmonologists blindly analyzed images of normal subjects and pneumonia cases and evaluated different aspects of VRI images related to the quality of data aquisition, synchronization of the progression of breath sound distribution and agreement between the maximal energy frame (MEF of VRI (which is the maximal geographical area of lung vibrations produced at maximal inspiration and chest radiography. For qualitative assessment of VRI images, the raters' evaluations were analyzed by degree of consistency and agreement. Results The average value for overall identical evaluations of twelve features of the VRI image evaluation, ranged from 87% to 95% per rater (94% to 97% in control cases and from 79% to 93% per rater in pneumonia cases. Inter-rater median (IQR agreement was 91% (82-96. The level of agreement according to VRI feature evaluated was in most cases over 80%; intra-class correlation (ICC obtained by using a model of subject/rater for the averaged features was overall 0.86 (0.92 in normal and 0.73 in pneumonia cases. Conclusions Our findings suggest good agreement in the interpretation of VRI data between different raters. In this respect, VRI might be helpful as a radiation free diagnostic tool for the management of pneumonia.

  13. FACTORS AFFECTING BRAND CHOICE OF THE CONSUMERS ON SPORTS DRINKS

    Directory of Open Access Journals (Sweden)

    Galih Andihka

    2016-09-01

    Full Text Available The growth of fitness centers in Indonesia has given a very good opportunity to the sports drink industry to grow. In general, a fitness center does not only provide services of sports facilities but also sell supplements and drinks to consumers for their exercises. The type of drinks highly in demand by consumers in the fitness center is sports drinks. The objective of this study was to identify the influences of brand positioning, brand image and perceived value on brand choices of sports drink products on the consumer fitness center. This study used a quantitative approach using a survey method to the customers of the fitness centers, and the data analysis method used was PLS (Partial Least Square. The results of the PLS analysis show that the perceived value, brand image and brand positioning have positive and significant influences on brand choice of drink sports drinks of the consumers of the fitness centers in Bogor. Keywords: perceived value, brand image, brand positioning, brand choice, PLS, sport drink

  14. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates...

  15. Nordic Branding Podcast 4

    DEFF Research Database (Denmark)

    2017-01-01

    Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?......Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?...

  16. Branding og designmanagement

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Præsentation af en brand management model, der viser, hvordan integration af design og brand management gennem hele produktudviklingsprocessen fremmer udviklingen af en konsistent brandoplevelse. Modellen er udviklet på baggrund af dybdeinterview med 37 ledere af spanske virksomheder, der er...

  17. Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

    markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when

  18. Corporate identity. Brand designs.

    Science.gov (United States)

    Mathieson, Steve

    2004-02-19

    The past two years have seen a steadily more consistent brand identity for the NHS. Branding will become more important as foundation status and PCT commissioning makes acute hospitals more competitive. This has put pressure on some trusts that have their own strong identities.

  19. Brands savner fotostil

    DEFF Research Database (Denmark)

    Risager Rasmussen, Ulla

    2016-01-01

    Logo, typografi, det 5. element og farver repræsenterer det visuelle udtryk for et brand, det ved vi. Vi ved også at billeder er et uhyre vigtigt virkemiddel i markeds- føringen af produkter, oplevelser og services. Alligevel mangler mange brand guidelines en definition af billedkoncept og fotostil....

  20. Branded content infantil

    OpenAIRE

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  1. Branded content infantil

    Directory of Open Access Journals (Sweden)

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Full Text Available Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  2. Judgments of brand similarity

    NARCIS (Netherlands)

    Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS

    This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the

  3. Nordic Branding Podcast 1

    DEFF Research Database (Denmark)

    2017-01-01

    Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding.......Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding....

  4. Health Branding in the Consumer Food Marketplace

    DEFF Research Database (Denmark)

    Hansen, Torben; Uth Thomsen, Thyra; Beckmann, Suzanne C.

    2014-01-01

    An increasing complexity in the food marketplace makes healthy food choices more difficult for consumers. Several studies suggest that consumers therefore seem to rely on heuristics instead of computing all product attributes. Based on a survey (n=504) covering three different food products, four...... competency, and postpurchase stress are able to explain a substantial proportion of the variance in demand for food health branding....... consumer segments with different levels of demand for food health branding were identified. The results suggest that discriminating constructs such as product-specific food health information seeking, general food health involvement, product-specific food health involvement, product-specific food health...

  5. Semiotik for brand managers

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2013-01-01

    I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolsk...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management.......I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolske...

  6. Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand

    OpenAIRE

    Wiedemann, Katharina

    2006-01-01

    Research on symbolic brand meaning and brand community has so far been limited to the adult population. No research has been conducted concerning the existence or characteristics of brand community amongst the adolescent population. Moreover, very little is known about virtual communities, and research on virtual brand communities of adolescents remains nonexistent to this day. Given the positive implications of brand meaning and brand community to the marketer, and the increasing economic im...

  7. How global brands compete.

    Science.gov (United States)

    Holt, Douglas B; Quelch, John A; Taylor, Earl L

    2004-09-01

    It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.

  8. Cerebral Hemodynamics in a Healthy Population Measured by Dynamic Susceptibility Contrast MR Imaging

    International Nuclear Information System (INIS)

    Helenius, J.; Soinne, L.; Tatlisumak, T.; Kaste, M.; Aronen, H.J.

    2003-01-01

    Purpose: To establish reference data and to study age-dependency for cerebral perfusion in various regions of the brain in a healthy population. Material and Methods: Eighty healthy subjects of both genders from 22 to 85 years of age were studied with spin echo echo-planar dynamic susceptibility contrast MR imaging (DSC MRI) at 1.5 T. Cerebral blood volume (CBV), cerebral blood flow (CBF), and contrast agent mean transit time (MTT) were calculated bilaterally for 20 distinct neuro anatomic structures. Results: In gray matter, the following values were found (mean ± SD): CBV (4.6 ± 1.0 ml/100 g), CBF (94.2 ± 23.0 ml/100 g/min), and MTT (3.0 ± 0.6 s), and in white matter: CBV (1.3 ± 0.4 ml/100 g), CBF (19.6 ± 5.8 ml/100 g/min), and MTT (4.3 ± 0.7 s). The perfusion parameters did not change with age, except for a tendency to an increase in gray matter MTT and CBV. Males exhibited higher MTT and CBV than females. No hemispheric difference was found in either gender. Conclusion: Cerebral hemodynamics can be assessed with DSC MRI. Age itself seems to have only a marginal effect on cerebral perfusion in healthy population

  9. Cerebral Hemodynamics in a Healthy Population Measured by Dynamic Susceptibility Contrast MR Imaging

    Energy Technology Data Exchange (ETDEWEB)

    Helenius, J.; Soinne, L.; Tatlisumak, T.; Kaste, M. [Helsinki Univ. Central Hospital (Finland). Dept. of Neurology; Perkioe, J.; Salonen, O.; Savolainen, S. [Helsinki Univ. Central Hospital (Finland). Dept. of Radiology; Oestergaard, L. [Aarhus Univ. Hospital (Denmark). Dept. of Neuroradiology; Carano, R.A.D. [Synarc Inc., San Francisco, CA (United States); Aronen, H.J. [Helsinki Brain Research Center (Finland). Functional Brain Imaging Unit

    2003-09-01

    Purpose: To establish reference data and to study age-dependency for cerebral perfusion in various regions of the brain in a healthy population. Material and Methods: Eighty healthy subjects of both genders from 22 to 85 years of age were studied with spin echo echo-planar dynamic susceptibility contrast MR imaging (DSC MRI) at 1.5 T. Cerebral blood volume (CBV), cerebral blood flow (CBF), and contrast agent mean transit time (MTT) were calculated bilaterally for 20 distinct neuro anatomic structures. Results: In gray matter, the following values were found (mean {+-} SD): CBV (4.6 {+-} 1.0 ml/100 g), CBF (94.2 {+-} 23.0 ml/100 g/min), and MTT (3.0 {+-} 0.6 s), and in white matter: CBV (1.3 {+-} 0.4 ml/100 g), CBF (19.6 {+-} 5.8 ml/100 g/min), and MTT (4.3 {+-} 0.7 s). The perfusion parameters did not change with age, except for a tendency to an increase in gray matter MTT and CBV. Males exhibited higher MTT and CBV than females. No hemispheric difference was found in either gender. Conclusion: Cerebral hemodynamics can be assessed with DSC MRI. Age itself seems to have only a marginal effect on cerebral perfusion in healthy population.

  10. Reference Values for Cardiac and Aortic Magnetic Resonance Imaging in Healthy, Young Caucasian Adults.

    Science.gov (United States)

    Eikendal, Anouk L M; Bots, Michiel L; Haaring, Cees; Saam, Tobias; van der Geest, Rob J; Westenberg, Jos J M; den Ruijter, Hester M; Hoefer, Imo E; Leiner, Tim

    2016-01-01

    Reference values for morphological and functional parameters of the cardiovascular system in early life are relevant since they may help to identify young adults who fall outside the physiological range of arterial and cardiac ageing. This study provides age and sex specific reference values for aortic wall characteristics, cardiac function parameters and aortic pulse wave velocity (PWV) in a population-based sample of healthy, young adults using magnetic resonance (MR) imaging. In 131 randomly selected healthy, young adults aged between 25 and 35 years (mean age 31.8 years, 63 men) of the general-population based Atherosclerosis-Monitoring-and-Biomarker-measurements-In-The-YOuNg (AMBITYON) study, descending thoracic aortic dimensions and wall thickness, thoracic aortic PWV and cardiac function parameters were measured using a 3.0T MR-system. Age and sex specific reference values were generated using dedicated software. Differences in reference values between two age groups (25-30 and 30-35 years) and both sexes were tested. Aortic diameters and areas were higher in the older age group (all page or sex effect. This study provides age and sex specific reference values for cardiovascular MR parameters in healthy, young Caucasian adults. These may aid in MR guided pre-clinical identification of young adults who fall outside the physiological range of arterial and cardiac ageing.

  11. The normative power of food promotions: Australian children's attachments to unhealthy food brands.

    Science.gov (United States)

    Kelly, Bridget; Freeman, Becky; King, Lesley; Chapman, Kathy; Baur, Louise A; Gill, Tim

    2016-11-01

    The formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children's exposure to unhealthy food promotions can contribute to poor diets. The present study explored children's brand associations and attachments for major food brands. A cross-sectional online survey was conducted. Fourteen study brands were used, with each child viewing a set of seven logos. The questionnaire assessed perceptions of food brands and perceptions of users of brands, using semantic differential scales, and perceived brand 'personalities', using Likert scales. New South Wales, Australia, October-November 2014. Children aged 10-16 years (n 417). Children demonstrated strong positive affect to certain brands, perceiving some unhealthy food brands to have positive attributes, desirable user traits and alignment to their own personality. Brand personality traits of 'smart' and 'sporty' were viewed as indicators of healthiness. Brands with these traits were ranked lower for popularity. Children's brand associations and attachments indicate the potential normative social influences of promotions. While children are aware of brand healthiness as an attribute, this competes with other brand associations, highlighting the challenge of health/nutrition messaging to counter unhealthy food marketing. Restricting children's exposure to unhealthy food marketing and the persuasive nature of marketing is an important part of efforts to improve children's diet-related health.

  12. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

    Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...

  13. An Analysis of the Social Media Presence of the Brands

    Directory of Open Access Journals (Sweden)

    OTILIA-ELENA PLATON

    2014-05-01

    Full Text Available Brands need to be close to consumers. The pursuing of this objective convinced an increasing number of companies to start using social media tools, such as social networks or blogs, in order to communicate with a great number of consumers. Hence, social media is rapidly turning into an important part of the brand communication strategy. The power of social media marketing can help the companies to create brand awareness and also to enhance the consumers’ engagement with a brand. Nowadays people seem to enjoy being part of an online brand community. Building a strong social media presence is an efficient way to generate high visibility for the brand. But the companies looking to reach greater exposure for their brand have to vie with dozens of other brands that seek to gain the same consumers’ attention. This is why the authenticity and the credibility are essential aspects that increase the chances of success. Based on the investigation of secondary data sources, this paper aims to analyze the social media presence of some of the most successful brands in Romania. Looking at some examples of social media marketing campaigns, this paper will outline the importance and the impact of such practices for the long-lasting customer relationship and the brand image.

  14. BRAND DEVELOPMENT IN CHINESE TEA MARKET : Case Company: Lipton

    OpenAIRE

    Han, Yuqi

    2014-01-01

    China once acted as the world’s largest consumer and exporter of tea, but at the same time, it has always been nagged by the lack of brands. Faced with the changing marketing environment and consumer demand, building a strong brand has become the paramount task for Chinese tea companies to stand out in the fierce competitions. Marketing communication is always a significant tool in terms of building the brand awareness and favorable brand image among consumers. Lipton, which is the world’s le...

  15. Co-branding : A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the

  16. Visual Imagery and False Memory for Pictures: A Functional Magnetic Resonance Imaging Study in Healthy Participants.

    Directory of Open Access Journals (Sweden)

    Christian Stephan-Otto

    Full Text Available Visual mental imagery might be critical in the ability to discriminate imagined from perceived pictures. Our aim was to investigate the neural bases of this specific type of reality-monitoring process in individuals with high visual imagery abilities.A reality-monitoring task was administered to twenty-six healthy participants using functional magnetic resonance imaging. During the encoding phase, 45 words designating common items, and 45 pictures of other common items, were presented in random order. During the recall phase, participants were required to remember whether a picture of the item had been presented, or only a word. Two subgroups of participants with a propensity for high vs. low visual imagery were contrasted.Activation of the amygdala, left inferior occipital gyrus, insula, and precuneus were observed when high visual imagers encoded words later remembered as pictures. At the recall phase, these same participants activated the middle frontal gyrus and inferior and superior parietal lobes when erroneously remembering pictures.The formation of visual mental images might activate visual brain areas as well as structures involved in emotional processing. High visual imagers demonstrate increased activation of a fronto-parietal source-monitoring network that enables distinction between imagined and perceived pictures.

  17. Visual Imagery and False Memory for Pictures: A Functional Magnetic Resonance Imaging Study in Healthy Participants.

    Science.gov (United States)

    Stephan-Otto, Christian; Siddi, Sara; Senior, Carl; Muñoz-Samons, Daniel; Ochoa, Susana; Sánchez-Laforga, Ana María; Brébion, Gildas

    2017-01-01

    Visual mental imagery might be critical in the ability to discriminate imagined from perceived pictures. Our aim was to investigate the neural bases of this specific type of reality-monitoring process in individuals with high visual imagery abilities. A reality-monitoring task was administered to twenty-six healthy participants using functional magnetic resonance imaging. During the encoding phase, 45 words designating common items, and 45 pictures of other common items, were presented in random order. During the recall phase, participants were required to remember whether a picture of the item had been presented, or only a word. Two subgroups of participants with a propensity for high vs. low visual imagery were contrasted. Activation of the amygdala, left inferior occipital gyrus, insula, and precuneus were observed when high visual imagers encoded words later remembered as pictures. At the recall phase, these same participants activated the middle frontal gyrus and inferior and superior parietal lobes when erroneously remembering pictures. The formation of visual mental images might activate visual brain areas as well as structures involved in emotional processing. High visual imagers demonstrate increased activation of a fronto-parietal source-monitoring network that enables distinction between imagined and perceived pictures.

  18. Institutional Brand Personality and Advertisements during Televised Games

    Science.gov (United States)

    Harris, Michael S.

    2009-01-01

    Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl…

  19. Strategic Planning, Key Tool for Brand Management in the New Advertising Context

    Directory of Open Access Journals (Sweden)

    Santiago Mayorga-Escalada

    2016-07-01

    Full Text Available New market conditions combined with continuous technological development in Communication, push brands to take decisions in order to ensure viability. This adaptation process makes corporations to rethink new methods of Advertising Communication. Consumers have also changed, they are well informed and discerning buyers, a fact that forces brands to build relevant relationships with their audiences letting brands to develop powerful positioning connections and create added value. These new conditions lead brands to professionalize their management practices, developing comprehensive strategic planning process to manage their brand image building through the marketing mix also called branding.

  20. Performant Brand Management Contribution to the Company Success on International Market

    Directory of Open Access Journals (Sweden)

    Victor Danciu

    2007-02-01

    Full Text Available The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management.

  1. Your most valuable asset. Increasing the value of your hospital through its brand.

    Science.gov (United States)

    Petromilli, M; Michalczyk, D

    1999-01-01

    The authors argue that hospitals could achieve the same brand name recognition as such popular consumer product names as Coke, Nike, and GE. In fact, they say, a brand identity strategy could bring hospitals the advantage they need in a growing marketplace. Increasingly, brand recognition is becoming important in the health care world, as hospitals battle for customers. The majority of patients now choose their health plan and hospital, and they're seeking brands that provide them with the same convenience, access, and value they demand from other consumer products companies. Hospitals can create a viable brand identity strategy by defining their brand's image, maximizing their bran's positioning and patients' brand experience, communicating their brand and measuring the brand's performance.

  2. Corporate strategic branding: How country and corporate brands come together

    OpenAIRE

    Đorđević Bojan

    2008-01-01

    The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, the...

  3. The impact of brand communication on brand equity through Facebook

    OpenAIRE

    Schivinski, B; Dabrowski, D

    2015-01-01

    Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty ...

  4. Branding in health marketing

    OpenAIRE

    Pralea, A. R.

    2011-01-01

    Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB) is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a n...

  5. Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer

    Directory of Open Access Journals (Sweden)

    Amanpreet Kang

    2015-10-01

    Full Text Available Each passing day brings new brands to India each vying for a share of wallet in the prospering market. By 2020, the median age of Indian population will be 29 years and owing to the absolute population of India, the presence in Indian market will be rewarding for the multinationals. But the twenty-something targets, because of their ‘variety seeking’ disposition, are a challenge, even for the most experienced marketers. The marketers create brands with a vision to create sustained loyalty, which however gets diluted by consumers coveting for ‘something new’ and ‘something different’. As a defensive, the marketers are now attempting to create an emotional bond with the customers. This phenomenon is termed as brand love and it is likely to influence desirable marketing outcomes such as commitment, positive word of mouth by customers, etc. This research attempts to explore the perceived ‘brand love’ of young Indians. A structured, non-disguised questionnaire was used, data was collected through personal interviews and a total of 160 complete questionnaires were obtained. The findings describe the comparative status of brands loved by the Indian consumers and will help marketers to understand their perceived brand image, customer engagement and attitude of customers towards their brands.

  6. Comparison of Luxury Brand Perception: Old (UK vs. Modern (Russia consumers’ perception toward Burberry Brand

    Directory of Open Access Journals (Sweden)

    Irina Ivanovna Skorobogatykh

    2014-03-01

    Full Text Available Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0pt 5.4pt 0pt 5.4pt; mso-para-margin:0pt; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.

  7. How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-05-01

    Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}

  8. The construction of Brand Denmark

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2015-01-01

    In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index vi...

  9. The Antecedents and Outcomes of Brand Love in Malaysian Context

    OpenAIRE

    Chin, Shih Yuan

    2013-01-01

    This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consum...

  10. Body-image, quality of life and psychological distress: a comparison between kidney transplant patients and a matching healthy sample.

    Science.gov (United States)

    Yagil, Yaron; Geller, Shulamit; Levy, Sigal; Sidi, Yael; Aharoni, Shiri

    2018-04-01

    The purpose of the current study was to assess the uniqueness of the condition of kidney transplant recipients in comparison to a sample of matching healthy peers in relation to body-image dissatisfaction and identification, quality of life and psychological distress. Participants were 45 kidney transplant recipients who were under follow-up care at a Transplant Unit of a major Medical Center, and a sample of 45 matching healthy peers. Measures were taken using self-report questionnaires [Body-Image Ideals Questionnaire (BIIQ), Body Identification Questionnaire (BIQ), Brief Symptoms Inventory (BSI), and the SF-12]. The major findings were the following: (i) kidney transplant recipients reported lower levels of quality of life and higher levels of PsD when compared to their healthy peers; (ii) no difference in body-image dissatisfaction was found between the two studied groups; (iii) significant correlations between body-image dissatisfaction quality of life and PsD were found only in the kidney transplant recipients. The kidney transplantation condition has a moderating effect in the association between body-image dissatisfaction PsD but not in the association between body-image dissatisfaction and quality of life; (iv) kidney transplant recipients experienced higher levels of body identification than did their healthy peers. Taken together, these findings highlight the unique condition of kidney transplant recipients, as well as the function that body-image plays within the self.

  11. Left ventricular synchrony assessed by phase analysis of gated myocardial perfusion SPECT imaging in healthy subjects

    International Nuclear Information System (INIS)

    Wang Yuetao; Wang Jianfeng; Yang Minfu; Niu Rong

    2013-01-01

    Objective: To investigate the value of Cedars-Sinai quantitative gated SPECT (QGS) phase analysis for left ventricular synchrony assessment in healthy subjects. Methods: Seventy-four healthy subjects (41 males, 33 females,average age: (60±13) years) underwent both rest and exercise 99 Tc m -MIBI G-MPI. QGS software was used to analyze the reconstructed rest gated SPECT images automatically, and then the parameters of left ventricular synchrony including phase bandwidth (BW) and phase standard deviation (SD) were obtained. The influences of gender and age (age<60 years, n=36; age ≥ 60 years, n=38) on left ventricular systolic synchronicity were analyzed. The phase angle for original segmental contraction was measured to determine the onset of the ventricular contraction using 17-segment model. Forty healthy subjects were selected by simple random sampling method to evaluate the intra-observer and interobserver repeatability of QGS phase analysis software. Two-sample t test and linear correlation analysis were used to analyze the data. Results: The BW and SD of left ventricular in healthy subjects were (37.22 ±11.71)°, (11.84±5.39)° respectively. Comparisons between male and female for BW and SD yielded no statistical significance (BW: (36.00±9.70)°, (38.73±13.84)°; SD: (11.88±5.56)°, (11.79±5.26)°; t=0.96 and-0.07, both P>0.05); whereas the older subjects (age≥60 years) had larger BW than the others (age<60 years ; (39.95± 12.65)°, (34.33± 10.00)°; t=-2.11, P<0.05) and no statistical significance was shown for SD between the two age groups ((11.18±4.31)°, (12.54±6.33)°; t=1.08, P>0.05). Of the 74 subjects, the mechanical activation started from the ventricular base to apex in 54 subjects (73%), and from apex to base in only 20 subjects (27%). High repeatability of phase analysis was observed for both intra-observer and inter-observer (r=0.867-0.906, all P<0.001). Conclusions: Good left ventricular segmental synchrony is shown in healthy

  12. Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

    Directory of Open Access Journals (Sweden)

    Shirkhodaie Maisam

    2016-03-01

    Full Text Available Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers. This study evaluates the roles of value congruity, brand love, and brand image in creating a consumer commitment that leads to positive word of mouth. The sample is comprised of makeup consumers in Rasht, Iran. At first, thirty stores were selected in the city center. Then, 384 questionnaires were distributed with sampling available in selected stores. Amos 22 was used to test the conceptual model. The results show that the value congruity of the brand consumer has a positive impact on the brand image and brand commitment. Moreover, brand love and brand commitment have a significant positive impact on positive word of mouth. But the impacts of brand image and brand love on brand commitment are rejected. Also, brand image has a significant positive impact on brand love.

  13. Niche Marketing: Branding Your Early Child Care and Education Business without Getting Burned

    Science.gov (United States)

    Wassom, Julie

    2004-01-01

    Branding in the early child care and education marketplace is very similar to branding on the farm. It refers to the specific image the company develops and promotes to make services unique, recognizable, and memorable in the minds of prospects and customers. This article discusses how to establish a niche in a business, develop a brand, and…

  14. A Model for the Branding of Higher Education in South Africa

    Science.gov (United States)

    Hay, H. R.; van Gensen, G. A.

    2008-01-01

    In this article a proposed model for the branding of higher education institutions is provided. The model describes, among others, the internal practices that have a profound impact on branding and on an institution's overall reputation and image. The authors argue that a strong internal focus is necessary before a meaningful brand experience can…

  15. Customers’ Intention to Use Green Products: the Impact of Green Brand Dimensions and Green Perceived Value

    Directory of Open Access Journals (Sweden)

    Doszhanov Aibek

    2015-01-01

    Full Text Available This study aimed to identify the relationships between green brand dimension (green brand awareness, green brand image, and green brand trust, green perceived value and customer’s intention to use green products. Data was collected through structured survey questionnaire from 384 customers of three hypermarkets in Kuala-Lumpur. Data was analyzed based on multiple regression analysis. The results indicate that there are significant relationships between green brand awareness, green brand trust, green perceived value, and customer’s intention to use green products. However, green brand image was not found to have significant relationship with customer’s intention to use green products. The discussion presented suggestions for marketers and researchers interested in green branding.

  16. The Impact of Brand Trust and Brand Affect on Brand Loyalty at Pond€™s Skin Care Manado

    OpenAIRE

    Mekel, Peggy Adeline; Lolowang, Anggreiny C.

    2014-01-01

    Brand is not just a brand for a product or service on the market. Brand makes consumers buy and use the brand. To introduce a product publicly the market, company should create a good reputation for brand. Research objectives are to analyze the influence of brand trust on brand loyalty and to analyze the influence of brand affect on brand loyalty. This research implement quantitative analyze by using questionnaires and used Multiple Regression analyze. The population observed is people in Man...

  17. Developmental trajectories of cerebrovascular reactivity in healthy children and young adults assessed with magnetic resonance imaging.

    Science.gov (United States)

    Leung, Jackie; Kosinski, Przemyslaw D; Croal, Paula L; Kassner, Andrea

    2016-05-15

    Cerebrovascular reactivity (CVR) reflects the vasodilatory reserve of cerebral resistance vessels. Normal development in children is associated with significant changes in blood pressure, cerebral blood flow (CBF) and cerebral oxygen metabolism. Therefore, it stands to reason that CVR will also undergo changes during this period. The study acquired magnetic resonance imaging measures of CVR and CBF in healthy children and young adults to trace their changes with age. We found that CVR changes in two phases, increasing with age until the mid-teens, followed by a decrease. Baseline CBF declined steadily with age. We conclude that CVR varies with age during childhood, which prompts future CVR studies involving children to take into account the effect of development. Cerebrovascular reactivity (CVR) reflects the vasculature's ability to accommodate changes in blood flow demand thereby serving as a critical imaging tool for mapping vascular reserve. Normal development is associated with extensive physiological changes in blood pressure, cerebral blood flow and cerebral metabolic rate of oxygen, all of which can affect CVR. Moreover, the evolution of these physiological parameters is most prominent during childhood. Therefore, the aim of this study was to use non-invasive magnetic resonance imaging (MRI) to characterize the developmental trajectories of CVR in healthy children and young adults, and relate them to changes in cerebral blood flow (CBF). Thirty-four healthy subjects (17 males, 17 females; age 9-30 years) underwent CVR assessment using blood oxygen level-dependent MRI in combination with a computer controlled CO2 stimulus. In addition, baseline CBF was measured with a pulsed arterial spin labelling sequence. CVR exhibited a gradual increase with age in both grey and white matter up to 14.7 years. After this break point, a negative correlation with age was detected. Baseline CBF maintained a consistent negative linear correlation across the entire age range

  18. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

    Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

    2014-01-01

    This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solida......This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads...... that solidarise through setting boundaries to the object of solidarisation, discussing who to solidarise with and how, and linking solidarisation to market mechanisms and grand societal and political discourse. These findings suggest going beyond individual engagement behaviour and add a social level of solidary...

  19. Branding in health marketing

    Directory of Open Access Journals (Sweden)

    Pralea, A. R.

    2011-01-01

    Full Text Available Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a non-successful one. The key elements of commercial branding can be successfully translated to the social sector. This is the case for the Truth® campaign but, unfortunately, not for some public health campaigns in Romania.

  20. Optimising magnetic resonance image quality of the ear in healthy dogs.

    Science.gov (United States)

    Wolf, Davina; Lüpke, Matthias; Wefstaedt, Patrick; Klopmann, Thilo; Nolte, Ingo; Seifert, Hermann

    2011-03-01

    The aim of this study was to develop an examination protocol for magnetic resonance imaging, in order to display diagnostically important information of the canine middle and inner ear. To ensure that this protocol could also be used as a basis for determining pathological changes, the anatomical structures of the ear were presented in detail. To minimise stress through anaesthesia in live animals, preliminary examinations were carried out on four dog cadavers. During these initial examinations, three-dimensional (3D) sequences proved to be superior to two-dimensional ones. Therefore, only 3D sequences were applied for the main examinations performed on six clinically healthy Beagles. The anonymised MR images were rated by three experienced reviewers using a five-point scale. The most valuable sequence was a T2-weighted CISS sequence (TR = 16.7 ms, TE = 8.08 ms). This sequence proved to be most suitable for illustrating the inner ear structures and enabled good tissue contrasts. The sequence ranked second best was also a T2-weighted DESS sequence (TR = 19 ms, TE = 6 ms), allowing the imaging of the tympanic cavity and enabling 3D reconstruction due to its isotropic voxels. Due to low contrast and strong noise, the other sequences (TSE, FISP, MP RAGE) were not suitable for anatomical illustration of the middle and inner ear.

  1. Plast og Brand

    DEFF Research Database (Denmark)

    Jensen, Jens Kristian Jehrbo

    Dette skrift behandler emnet: plast og brand set i relation til anvendelserne i byggeriet. Den udstrakte brug af plastmaterialer gør det nødvendigt at være opmærksom på forhold vedrørende termisk nedbrydning af brand. En analyse af plastmaterialer kan foretages ved hjælp af ret simple prøver , og...

  2. Selling the brand inside.

    Science.gov (United States)

    Mitchell, Colin

    2002-01-01

    When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns--techniques executives can use to make sure employees understand, embrace, and "live" the brand vision companies are selling to the public. First, he says, companies need to market to employees at times when the company is experiencing a fundamental challenge or change, times when employees are seeking direction and are relatively receptive to new initiatives. Second, companies must link their internal and external marketing campaigns; employees should hear the same messages that are being sent to the market-place. And third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. Internal campaigns should introduce and explain the brand messages in new and attention-grabbing ways and then reinforce those messages by weaving them into the fabric of the company. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. It's up to top executives, he says, to give them a reason to care.

  3. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    ? Essensen ved Black Friday er lave priser, og det er der ved første øjekast ikke mange brandingmuligheder forbundet ved, hvis man forstår branding som en måde at skabe ekstra værdi omkring sit produkt eller sin virksomhed. Som brand bliver man dog alligevel nødt til at forholde sig til konceptet, da det er...

  4. Nonprofit brand strength’s moderational role

    Directory of Open Access Journals (Sweden)

    Walter Wymer

    2015-03-01

    Full Text Available The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents and marketing outcomes (consequents. Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

  5. Branding and the Risk Management Imperative

    Directory of Open Access Journals (Sweden)

    Fournier Susan

    2018-05-01

    Full Text Available In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

  6. Branding and the Risk Management Imperative

    OpenAIRE

    Fournier Susan; Srinivasan Shuba

    2018-01-01

    In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

  7. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

    OpenAIRE

    Başer, İ.; Cintamür, İ.; Arslan, F.

    2016-01-01

    This study aims to examine the direct and indirect effects of brand experienceon consumer satisfaction, brand trust and brand loyalty. It also aims to put fortha model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product ...

  8. Preliminary study of the optic radiation in healthy adults by MR diffusion tensor imaging

    International Nuclear Information System (INIS)

    Sun Jing; Guo Jing; Xu Han; Jiang Zhen; Xu Xiaoqiu; Shen Junkang; Liu Tao; Gong Zhigang

    2009-01-01

    Objective: To investigate the distribution of optic radiation fibers and the variation of Meyer loop in healthy adults. Methods: Diffusion tensor magnetic resonance images were obtained from 25 healthy volunteers using a 1.5 T MR scanner and postprocessed using the DTI Studio software. Multiple ROIs were used for fiber reconstruction. The distance between the anterior limit of Meyer loop and the temporal tip(MT) and the fraction of anisotropy (FA) at one side were compared with those at the contralateral side by paired t test. Results: Forty-nine optic radiation fibers were successfully reconstructed in 25 volunteers. The value of MT was (43.2±7.7) mm(ranged from 30.6 to 59.7 mm), and coefficient of variation was 18%. The values of MT and FA of optic radiation in the left side were (43.5±8.1) mm, (0.53±0.10) respectively, and those counterparts in the right side were (43.2±7.5) mm and (0.53± 0.07) respectively. There were no significance difference of MT or FA between the two sides (t=0.12, 0.00; P=0.91 and 1.00 respectively). Conclusions: The range of interindividual variation for MT was rather large in healthy volunteers. The preoperative measurement of the MT appears be helpful to predict the risk of the incidence of visual defect and to decrease the incidence of the complication. (authors)

  9. PARTICULARITIES OF PLACE BRANDING IN THE EUROPEAN COUNTRIES

    Directory of Open Access Journals (Sweden)

    Olga PERCINSCHI

    2016-01-01

    Full Text Available This article examines the role of place branding in the image forming of certain European countries. The relevance of the article is confirmed by an acute need to identify the factors and branding tools that should be taken into account while a country develops a brand and influences the process of image forming. The purpose of the article is to examine successful examples and failures of the branding strategies of some European countries and cities. The results have to identify similarities and differences in the approach of European countries to promote a certain area as a part of country branding; to determine the key success factors that lead a country to the recognition by the international community.

  10. Difference between healthy children and ADHD based on wavelet spectral analysis of nuclear magnetic resonance images

    International Nuclear Information System (INIS)

    González Gómez Dulce, I.; Moreno Barbosa, E.; Hernández, Mario Iván Martínez; Méndez, José Ramos; Silvia, Hidalgo Tobón; Pilar, Dies Suarez; Eduardo, Barragán Pérez; Benito, De Celis Alonso

    2014-01-01

    The main goal of this project was to create a computer algorithm based on wavelet analysis of region of homogeneity images obtained during resting state studies. Ideally it would automatically diagnose ADHD. Because the cerebellum is an area known to be affected by ADHD, this study specifically analysed this region. Male right handed volunteers (infants with ages between 7 and 11 years old) were studied and compared with age matched controls. Statistical differences between the values of the absolute integrated wavelet spectrum were found and showed significant differences (p<0.0015) between groups. This difference might help in the future to distinguish healthy from ADHD patients and therefore diagnose ADHD. Even if results were statistically significant, the small size of the sample limits the applicability of this methods as it is presented here, and further work with larger samples and using freely available datasets must be done

  11. Difference between healthy children and ADHD based on wavelet spectral analysis of nuclear magnetic resonance images

    Energy Technology Data Exchange (ETDEWEB)

    González Gómez Dulce, I., E-mail: isabeldgg@hotmail.com, E-mail: emoreno@fcfm.buap.mx, E-mail: mim@fcfm.buap.mx, E-mail: joserm84@gmail.com; Moreno Barbosa, E., E-mail: isabeldgg@hotmail.com, E-mail: emoreno@fcfm.buap.mx, E-mail: mim@fcfm.buap.mx, E-mail: joserm84@gmail.com; Hernández, Mario Iván Martínez, E-mail: isabeldgg@hotmail.com, E-mail: emoreno@fcfm.buap.mx, E-mail: mim@fcfm.buap.mx, E-mail: joserm84@gmail.com; Méndez, José Ramos, E-mail: isabeldgg@hotmail.com, E-mail: emoreno@fcfm.buap.mx, E-mail: mim@fcfm.buap.mx, E-mail: joserm84@gmail.com [Faculty of Physics and Mathematics, BUAP, Puebla, Pue. (Mexico); Silvia, Hidalgo Tobón [Hospital Infantil de México, Federico Gómez, Mexico DF. Mexico and Physics Department, Universidad Autónoma Metropolitana. Iztapalapa, Mexico DF. (Mexico); Pilar, Dies Suarez, E-mail: pilydies@yahoo.com, E-mail: neurodoc@prodigy.net.mx; Eduardo, Barragán Pérez, E-mail: pilydies@yahoo.com, E-mail: neurodoc@prodigy.net.mx [Hospital Infantil de México, Federico Gómez, Mexico DF. (Mexico); Benito, De Celis Alonso, E-mail: benileon@yahoo.com [Faculty of Physics and Mathematics, BUAP, Puebla, Pue. Mexico and Fundación para el Desarrollo Carlos Sigüenza. Puebla, Pue (Mexico)

    2014-11-07

    The main goal of this project was to create a computer algorithm based on wavelet analysis of region of homogeneity images obtained during resting state studies. Ideally it would automatically diagnose ADHD. Because the cerebellum is an area known to be affected by ADHD, this study specifically analysed this region. Male right handed volunteers (infants with ages between 7 and 11 years old) were studied and compared with age matched controls. Statistical differences between the values of the absolute integrated wavelet spectrum were found and showed significant differences (p<0.0015) between groups. This difference might help in the future to distinguish healthy from ADHD patients and therefore diagnose ADHD. Even if results were statistically significant, the small size of the sample limits the applicability of this methods as it is presented here, and further work with larger samples and using freely available datasets must be done.

  12. Ex vivo photometric and polarimetric multilayer characterization of human healthy colon by multispectral Mueller imaging.

    Science.gov (United States)

    Pierangelo, Angelo; Manhas, Sandeep; Benali, Abdelali; Fallet, Clément; Antonelli, Maria-Rosaria; Novikova, Tatiana; Gayet, Brice; Validire, Pierre; De Martino, Antonello

    2012-06-01

    Healthy human colon samples were analyzed ex vivo with a multispectral imaging Mueller polarimeter operating from 500 to 700 nm in a backscattering configuration with diffuse light illumination impinging on the innermost tissue layer, the mucosa. The intensity and polarimetric responses were taken on whole tissues first and after progressive exfoliation of the outer layers afterwards. Moreover, these measurements were carried out with two different substrates (one bright and the other dark) successively placed beneath each sample, allowing a reasonably accurate evaluation of the contributions to the overall backscattered light by the various layers. For the shorter investigated wavelengths (500 to 550 nm) the major contribution comes from mucosa and submucosa, while for the longer wavelengths (650 to 700 nm) muscular tissue and fat also contribute significantly. The depolarization has also been studied and is found to be stronger in the red part of the spectrum, mainly due to the highly depolarizing power of the muscular and fat layers.

  13. Accuracy and Precision of a Plane Wave Vector Flow Imaging Method in the Healthy Carotid Artery

    DEFF Research Database (Denmark)

    Jensen, Jonas; Villagómez Hoyos, Carlos Armando; Traberg, Marie Sand

    2018-01-01

    The objective of the study described here was to investigate the accuracy and precision of a plane wave 2-D vector flow imaging (VFI) method in laminar and complex blood flow conditions in the healthy carotid artery. The approach was to study (i) the accuracy for complex flow by comparing...... of laminar flow in vivo. The precision in vivo was calculated as the mean standard deviation (SD) of estimates aligned to the heart cycle and was highest in the center of the common carotid artery (SD = 3.6% for velocity magnitudes and 4.5° for angles) and lowest in the external branch and for vortices (SD...... the velocity field from a computational fluid dynamics (CFD) simulation to VFI estimates obtained from the scan of an anthropomorphic flow phantom and from an in vivo scan; (ii) the accuracy for laminar unidirectional flow in vivo by comparing peak systolic velocities from VFI with magnetic resonance...

  14. Quantitative Magnetic Resonance Imaging Volumetry of Facial Muscles in Healthy Patients with Facial Palsy

    Science.gov (United States)

    Volk, Gerd F.; Karamyan, Inna; Klingner, Carsten M.; Reichenbach, Jürgen R.

    2014-01-01

    Background: Magnetic resonance imaging (MRI) has not yet been established systematically to detect structural muscular changes after facial nerve lesion. The purpose of this pilot study was to investigate quantitative assessment of MRI muscle volume data for facial muscles. Methods: Ten healthy subjects and 5 patients with facial palsy were recruited. Using manual or semiautomatic segmentation of 3T MRI, volume measurements were performed for the frontal, procerus, risorius, corrugator supercilii, orbicularis oculi, nasalis, zygomaticus major, zygomaticus minor, levator labii superioris, orbicularis oris, depressor anguli oris, depressor labii inferioris, and mentalis, as well as for the masseter and temporalis as masticatory muscles for control. Results: All muscles except the frontal (identification in 4/10 volunteers), procerus (4/10), risorius (6/10), and zygomaticus minor (8/10) were identified in all volunteers. Sex or age effects were not seen (all P > 0.05). There was no facial asymmetry with exception of the zygomaticus major (larger on the left side; P = 0.012). The exploratory examination of 5 patients revealed considerably smaller muscle volumes on the palsy side 2 months after facial injury. One patient with chronic palsy showed substantial muscle volume decrease, which also occurred in another patient with incomplete chronic palsy restricted to the involved facial area. Facial nerve reconstruction led to mixed results of decreased but also increased muscle volumes on the palsy side compared with the healthy side. Conclusions: First systematic quantitative MRI volume measures of 5 different clinical presentations of facial paralysis are provided. PMID:25289366

  15. Global brand of the country in modern technologies of the trade and marketing activity

    Directory of Open Access Journals (Sweden)

    Tetyana Tsyhankova

    2011-03-01

    Full Text Available In the article there have been studied the technologies of creation and measurement of country’s brand power. There was proved that the existing approach to formation of the international rating of countries’ brands needs methodological and organizational updating. There were suggested the priority-driven directions of positive image creation of Ukraine and formation of the brand-awareness in the format of global index determination of the national brand.

  16. Customer’s satisfaction and brand awareness : Case: Bulsho Cooperative, Finland

    OpenAIRE

    Ali, Hussein; Ali, Hussein

    2012-01-01

    The aim of the research is to find out ways to create an awareness of Bulsho cooperative, its brand image and brand identity in order to strengthen the brand and develop a competitive advantage over other similar brands. To satisfy customers’ needs by providing quality goods and services, know how customers behave, make the decision to purchase goods or services, what factors influence those decisions and how do these factors change their purchasing patterns. Improve sales serv...

  17. Customers satisfaction and brand awareness : A case study of Bulsho cooperative

    OpenAIRE

    Ali, Hussein

    2012-01-01

    The aim of the research is to find out ways to create an awareness of Bulsho cooperative, its brand image and brand identity in order to strengthen the brand and develop a competitive advantage over other similar brands. To satisfy customers’ needs by providing quality goods and services, know how customers behave, make the decision to purchase goods or services, what factors influence those decisions and how do these factors change their purchasing patterns. Improve sales services and bro...

  18. University Branding: A Myth or a Reality

    Directory of Open Access Journals (Sweden)

    Amran Bin Md. Rasli

    2012-06-01

    Full Text Available will differentiate it from others. University brand, in fact, is the perception and reputation developed in the minds of the people about the university or institution. It is the reaction appears in the minds of the people when they hear or see a name or symbol of someuniversity or institute. This research aimed to identify key factors that are required to be taken care of while developing university branding strategy. For this research a deductive approach is adopted, as the main objective of this research is to investigate the influenceof attributes like awareness, acceptance, and quality on brand image of universities, therefore, it is proposed to conduct semi structured interviews which are considered to be a most suitable for testing of influence of different attributes on brand image. The components used in the study are awareness, acceptance, prestige, incentives and quality. The result of the study shows that in the university selection decision, image of the university is the key determinant. The result also shows that the image of the university has four key constructing factors which are quality, prestige, financial incentives, and acceptance. Quality is found to be the strongest construct followed by prestige, acceptance and incentives.

  19. The Relationship between Branding and Organisational Change

    Science.gov (United States)

    Stensaker, Bjorn

    2007-01-01

    Increased national and international competition within higher education has triggered an interest in branding within the sector. Higher education institutions are, as a consequence, currently re-examining their profile and image. This article addresses the problems higher education institutions face in this process, and points to the benefits and…

  20. Brand Placement in Establishing Corporate Identity - A University Example -

    Directory of Open Access Journals (Sweden)

    Saliha AĞAÇ

    2015-06-01

    Full Text Available With competition becoming ever fiercer, brands must conform to modern marketing and become more influential on consumer perceptions by developing strategies according to the needs and demands of consumers. Hence it is very important to determine how the br and is perceived and placed in the consumer’s mind. Branding is a key issue on the modern agenda. As universities have understood the importance of establishing corporate identity and brand placement, they have joined the race and begun developing social strategies to develop their brand values. These include establishing brand belongingness, advertising and promotions and efforts to make the university stand out among similar ones. Brand placement in the minds of users is attempted through the name, logo , colors, characters and fonts representing the university used on clothing, office material and similar. Brand placement efforts include definitions by consumers of the product or service or attempts to distinguish these from those of competitors. This r esearch deals with a clothing b rand representing a university, brand image and product perceptions as well as the brand placement efforts. The scanning method was used in the research. The brand of casual clothing used as an example for brand placement as well as similarly known brands were examined for their product variety, prices and consumer portfolios. Measurement devices were prepared for the brand placement of the apparel designed and produced for the university, and a pilot trial was performed. I n the pilot trial, a set of questions was asked to a group of randomly chosen 242 people, consisting of academics, university students and administrative staff. The data obta ined were analyzed using SPSS 16 .0. Findings were given in tables according to sta tus variables. The finding of the research indicate that in brand placing efforts, for the intended consumer the apparel’s fabric, stitching and print/embroidery quality, its price