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...

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...

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...

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

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...

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...

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.

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.

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.

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.

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.

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 ...

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...

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

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...

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...

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...

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.

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.

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

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...

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...

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.

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...

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...

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...

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...

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...

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...

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

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...

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...

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...

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...

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. 

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.

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...

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

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...

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...

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.

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.

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.

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.

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.

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...

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…

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 ...

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...

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.,

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...

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.

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.

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...

Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship

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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.

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...

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

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. .

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.

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

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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.

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...

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

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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.

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.

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

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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.

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 ...

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.

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...

Pricing of brand extensions based on perceptions of brand equity

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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.

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

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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.

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...

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...

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...

Long-term impact of sales promotion on brand image

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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.

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...

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.

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.

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 ...

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.

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.

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

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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.

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

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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.

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...

[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.

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...

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…

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.

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

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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.

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...

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

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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.

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...

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

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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.

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...

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

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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

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...

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

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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.

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 ...

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...

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

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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 .

Personal Branding Pustakawan Di Perpustakaan

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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.

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.

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...

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 ...

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

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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.

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.

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...

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...

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

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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

Urban branding as an effective sustainability tool in urban development

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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.

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...

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...

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...

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…

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

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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.

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

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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.

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...

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.

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

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...

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.

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.

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...

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.

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...

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...

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...

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.

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,...

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

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…

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.

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…

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...

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

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...

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.

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...

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...

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.

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).

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

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...

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.

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.

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....

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

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.

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 ...

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...

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...

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 ...

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.

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.

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

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.

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...

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.

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.

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...

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.

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...

GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

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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.

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 ...

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

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...

Young children's food brand knowledge. Early development and associations with television viewing and parent's diet.

Science.gov (United States)

Tatlow-Golden, Mimi; Hennessy, Eilis; Dean, Moira; Hollywood, Lynsey

2014-09-01

Brand knowledge is a prerequisite of children's requests and choices for branded foods. We explored the development of young children's brand knowledge of foods highly advertised on television - both healthy and less healthy. Participants were 172 children aged 3-5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children's healthy food brand knowledge was not related to their television viewing, their mother's education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children's age were independent predictors. Findings indicate that effects of food marketing for unhealthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of unhealthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age. Copyright © 2014 Elsevier Ltd. All rights reserved.

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.

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...

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

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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

Research of brand personality concept in marketing

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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.

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.

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...

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...

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...

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

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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.

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...

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...

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

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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.

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.

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 (...

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.

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

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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.

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...

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...

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.

COUNTRY IMAGE VS. COUNTRY BRAND: DIFFERENCES AND SIMILARITIES

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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

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.

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...

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

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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.

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

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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.

FACTORS AFFECTING BRAND CHOICE OF THE CONSUMERS ON SPORTS DRINKS

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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

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...

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 ...

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

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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 

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 ...

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

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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

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...

Brand Management Model in Sport Industry of Iran: Professional Football League Case

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vajihe javani

2013-07-01

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.

Brand Management Model in Sport Industry of Iran: Professional Football League Case

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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

STORYTELLING AND UNIVERSITY BRANDING IDENTITY

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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

PARTICULARITIES OF PLACE BRANDING IN THE EUROPEAN COUNTRIES

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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.

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

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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.

AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

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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.

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...

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 ...

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

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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.

Country of origin effect on luxury brands evaluation: an experimental study

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Andrea Kassouf Pizzinatto

2014-08-01

Full Text Available This study investigates the country of origin effect in luxury brands evaluation, theory that concerns the stereotype developed in the mind of consumers from a negative or positive image of the country where the product was manufactured, influencing product brand evaluation image. The methodological process was conducted with experiments, involving manipulation of variables thought printed advertisings, stimulus, as developed especially for the research, in three different situations: first the negative country of origin effect (with bad manufacture quality stereotyped image; second the positive country of origin effect (with good manufacture quality stereotyped image; e a third without any mention of the country of origin. Data were collected through printed questionnaires, answered by 330 people. Results indicated that luxury brand evaluation is not affected by positive country of origin stimulus, but it can influence positively the non luxury brands. The negative country of origin affects both, luxury and non luxury brands, however the effect is superior in non luxury brands. In the stimulus without mention regarding the country of origin, the brand luxury evaluation was not highly affected. However it improved the evaluation of non luxury brands, when compared with the negative country of origin stimulus.

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

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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.

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

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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.

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.

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.

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.

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

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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.

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.

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

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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.

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…

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.

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...

Features of brand perception by people with different strategies of consumer behavior

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Antonova N. V.

2018-03-01

Full Text Available The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years. Methods of research: a the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with different consumer behavior strategies: 1 the image of the Russian brand is more complicated, includes 5 factors, while the image of the foreign brand includes 3 factors; 2 8 basic and three generalized strategies of consumer behavior of Russians are singled out, and the content of strategies differs from the content of strategies of foreign consumers; 3 the peculiarities of brand perception in people with different consumer behavior strategies are highlighted, and it is found that the perception of foreign brands is more closely connected with the strategies of consumer behavior than the perception of domestic brands; 4 brand image (primarily such parameters as “reliability” and “positivity” of the brand is more significant for rational and impulsive consumers and to a lesser extent for brand-dependent ones. The obtained results can be used in the construction of brand communication, as well as a basis for further research of the mechanisms of perception of brands as objects of social cognition.

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…

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

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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.

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...

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...

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, ...

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

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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.

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

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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.

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

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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.

Strategic Coopetition of Global Brands: A Game Theory Approach to ‘Nike + iPod Sport Kit’ Co-branding

OpenAIRE

Rodrigues, Flávio; Souza, Victória; Leitão, João

2009-01-01

Co-branding can be implemented by establishing an agreement of strategic coopetition that allows companies to compete and cooperate simultaneously in order to obtain competitive advantages through operational synergy. With this type of agreement, brands enter markets sharing loyal customers they would be unlikely to reach individually. The main advantages associated with implementation of this form of strategic coopetition are the possibility of jointly communicating brand image, reputation a...

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…

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.

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...

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....

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

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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

Regional Branding: Building Brand Value

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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.

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...

Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

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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.

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

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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

University Branding: A Myth or a Reality

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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.

Are the strategic stars aligned for your corporate brand?

Science.gov (United States)

Hatch, M J; Schultz, M

2001-02-01

In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, culture, and image. Aligning the stars takes concentrated managerial skill and will, the authors say, because each element is driven by a different constituency: management, employees, or stakeholders. To effectively build a corporate brand, executives must identify where their strategic stars fall out of line. The authors offer a series of diagnostic questions designed to reveal misalignments in corporate vision, culture, and image. The first set of questions looks for gaps between vision and culture; for example, when management establishes a vision that is too ambitious for the organization to implement. The second set addresses culture and image, uncovering possible gaps between the attitudes of employees and the perceptions of the outside world. The last set of questions explores the vision-image gap--is management taking the company in a direction that its stake-holders support? The authors discuss the benefits of a corporate brand, such as reducing marketing costs and building a sense of community among customers. But they also point to cases in which a corporate brand doesn't make sense--for instance, if you are a product incubator, if you've recently experienced M&A activity, or if you are expecting fallout from risky ventures.

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.

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

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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

Building scientific institution’s brand with online instruments

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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.

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

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...

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...

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.

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...

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

OpenAIRE

Ali Eilaghi Karvandi

2016-01-01

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 produc...

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...

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 ...

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.

Corporate brand extensions based on the purchase likelihood: governance implications

Directory of Open Access Journals (Sweden)

Spyridon Goumas

2018-03-01

Full Text Available This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized that levels of brand knowledge eases the transference of associations and affect to the new products. Similarity to the existing products of the parent company and perceived image also influence the success of brand extensions. However, sector categorization may interfere with this relationship. The purpose of this study is to examine Greek consumers’ attitudes towards hypothetical brand extensions, and how these are affected by consumers’ existing knowledge about the brand, sector categorization and perceptions of image and category fit of cross-sector extensions. This aim is examined in the context of technological categories, where less-known companies exhibited significance in purchase likelihood, and contradictory with the existing literature, service companies did not perform as positively as expected. Additional insights to the existing literature about sector categorization are provided. The effect of both image and category fit is also examined and predictions regarding the effect of each are made.

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.

BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

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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.

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 ...

Brand Management Model in Sport Industry of Iran: Professional Football League Case

OpenAIRE

Vajihe Javani

2016-01-01

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 loya...

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...

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

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Rafael Barreiros Porto

2018-03-01

Full Text Available Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness for the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning.

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. ...

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....

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...

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...

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...

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 ...

Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

Directory of Open Access Journals (Sweden)

Sarabjot Singh

2013-12-01

Full Text Available In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.

The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty

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Retno Dewanti

2011-11-01

Full Text Available The restaurant business in jakarta showed rapidly increased. Marketing today as the compete of brand strategy and experiental marketing on the competitive situation. The Jun Jan Kitchen is a new restaurant specialized on Chinnese Food, urgent to know the brand loyalty. The Aim research is to measured the influence of Experiental marketing, emotional branding and brand trust towards brand loyalty. Research method used descriptif, data collecting technique with questioner and observation. Statistic tools using path analysis to looking for contribution level on each variabel towards other. Population this research is customer Jun Jan Kitchen. Sampling technique using accidental sampling. Amount of sample is 100 customers. Result of this research is experiental marketing giving the significant influence towards brand trust whereas Emotional branding giving the significant influence towards brand loyalty. 

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...

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...

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...

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.

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;}

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.

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.

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...

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...

Self-concept as a significant determinant of brand choice and consumer buying behaviour

Directory of Open Access Journals (Sweden)

Starčević Slađana

2011-01-01

Full Text Available The need to predict consumer behavior outcomes is considered to be a very important issue for marketers. Today, one of the most popular psychological constructs in social sciences and marketing is the self-concept, as the total sum of ideas, thoughts and feelings through which individual can describe themselves in regards to other individuals in socially determined environment. The importance of self-concept in predicting consumer behavior and choice of brands has been recognized by many researchers. People tend to maintain and reinforce their self-concept by consumption of brands that have an image and personality in accordance to their own self-concept. Many studies have confirmed that high level of congruency between brand image/personality and consumer self-concept have positive influence on brand attitudes, preferences, evaluation of brands, buying intentions, satisfaction and brand loyalty. In this study, we have researched how has self-concept, as a psychological construct, gained in importance in the field of marketing research and practice. The concept is analyzed simultaneously as a psychological and marketing construct. By presenting literature review, we have also analysed the consequences of congruence between brand image/brand personality and consumer self-concept on consumer behavior and choice of brands. We have also pointed out the significance and references connected with the use of this concept for practical purposes in the realm of brand management. .

STRATEGI MENCIPTAKAN, MEMPERTAHANKAN DAN MENJUAL PERSONAL BRANDING JELANG PEMILU 2014

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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

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 ...

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...

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

OpenAIRE

Loureiro, S. M. C.; Lopes, R.; Kaufmann, H.R.

2014-01-01

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 loyal...

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...

Brand Placement in Establishing Corporate Identity - A University Example -

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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

CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

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UROŠEVIĆ Snežana

2014-05-01

Full Text Available Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer well-known companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products’ quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing’s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognized as strategic capital.

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…

CORPORATE BRANDING COWORKING PLACE IN BANDUNG (CORPORATE BRANDING COWORKING SPACE DI BANDUNG

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Dewi Damayanti

2017-10-01

Full Text Available The title of this research is “Corporate Branding Coworking Space in Bandung” with the subtitle is “Descriptive Study of Corporate Branding Coworking Space in Bandung to Create Product Differentiation”. The high demand for economical workspace makes business coworking space growing. The growth happen in Bandung and make the level of competition coworking space in Bandung is quite high, especially with the uniformity of the product offered each coworking space. Seeing these growth, researchers interested in conducting research on how corporate branding coworking space in Bandung to create product differentiation.The purpose of this study is to discover how company create the vision, implemented vision to their corporate culture, and the compability between their vision and image of Bandung Digital Valley, Freenovation, and Ruang Reka that stakeholder created. The method used in this research is descriptive method with qualitative data and Hatch & Schultz’s concept of corporate branding. The data collection techniques used in interviews, observation, and documentation study.The result of this study indicate that Bandung Digital Valley, Freenovation, and Ruang Reka focus to introduce the company to their target market. Started from create the vision of the company by founder based on their experiences and business opportunity. Then, the application of corporate vision to corporate culture. Non of Bandung Digital Valley, Freenovation, or Ruang Reka implement the vision into corporate culture. Last, Bandung Digital Valley, Freenovation, and Ruang Reka think it is not a right time to create corporate image because they need to improve the quality of their facility first.   Keywords : corporate branding, product differentiation, Bandung Digital Valley, Freenovation, Ruang Reka Judul penelitian yang diangkat adalah “Corporate Branding Coworking Space di Bandung” dengan sub judul Studi Deskriptif mengenai Corporate Branding Coworking

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

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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.

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...

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...

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...

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

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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.

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...

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...

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...

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…

An ERP-study of brand and no-name products.

Science.gov (United States)

Thomas, Anika; Hammer, Anke; Beibst, Gabriele; Münte, Thomas F

2013-11-23

Brands create product personalities that are thought to affect consumer decisions. Here we assessed, using the Go/No-go Association Task (GNAT) from social psychology, whether brands as opposed to no-name products are associated with implicit positive attitudes. Healthy young German participants viewed series of photos of cosmetics and food items (half of them brands) intermixed with positive and negative words. In any given run, one category of goods (e.g., cosmetics) and one kind of words (e.g., positive) had to be responded to, whereas responses had to be withheld for the other categories. Event-related brain potentials were recorded during the task. Unexpectedly, there were no response-time differences between congruent (brand and positive words) and incongruent (brand and negative words) pairings but ERPs showed differences as a function of congruency in the 600-750 ms time-window hinting at the existence of implicit attitudes towards brand and no-name stimuli. This finding deserves further investigation in future studies. Moreover, the amplitude of the late positive component (LPC) was found to be enhanced for brand as opposed to no-name stimuli. Congruency effects suggest that ERPs are sensitive to implicit attitudes. Moreover, the results for the LPC imply that pictures of brand products are more arousing than those of no-name products, which may ultimately contribute to consumer decisions.

Customers’ Intention to Use Green Products: the Impact of Green Brand Dimensions and Green Perceived Value

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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.

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.

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

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...

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

OpenAIRE

Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

2014-01-01

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 I...

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

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...

Analisis Brand Equity Bina Nusantara University di Lingkungan SMU Jakarta

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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.

Information Warfare on Social Media: A Brand Management Perspective

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Kalpokas Ignas

2017-06-01

Full Text Available Employing a perspective informed by brand management, this article aims at understanding information warfare operations in social media. The state, seen as brand, must project an image of itself to both internal and foreign audiences to unite the domestic audience and/or attract global support. However, in constructing a brand, states are vulnerable to ‘sofa warriors’ – ordinary individuals who have been unwittingly recruited by hostile actors to disseminate (over social media or other platforms a counter-brand, harmful to the state concerned. These new threats are investigated in light of recent tendencies in online branding, elucidating their status as a national security threat, with the potential to significantly disrupt life in political communities.

RETAIL STORE DESIGN AND ENVIRONMENT AS BRANDING SUPPORT IN THE SERVICES MARKETING

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Tudor NISTORESCU

2008-01-01

Full Text Available The services are intangibles, therefore their quality is difficult to be evaluatedby the client and building a strong brand image is a challenging task. Theservices are distributed using diverse channels such as: company retailstores, dealers, franchise. The service companies are interested in theenvironment of the location, not only to increase sells but also in order toboost the image of the company. The excitement that a retail store induces toa client can modify the perception of the brand. The client values more abrand that distributes its services in a luxury, high-tech retail environmentthan a discount store. In this paper we intended to investigate the techniquesthat a service company is using to enhance the brand image in a retaillocation. For this purpose, the various aspects of the retail store design andenvironment were analyzed in connection with the customer-based brandequity model. This original association will offer the services companies’ newperspectives on how to leverage brand image.

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.

Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market

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Rupinderdeep Kaur

2015-01-01

Full Text Available Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of India offers great opportunities to marketers. India's luxury market is projected to reach $14.72 billion by 2015 from an estimated $8.21 billion in 2014.The present study aims to examine the empirical relationship of self-concept and attitudinal brand loyalty in the context of female consumer-luxury fashion brand relationships. A single cross sectional survey of 240 female customers of five global brands, including Zara, Armani, Guess, Versace and Calvin Klein, from the State of Punjab (India was conducted. Regression and Z-Test were used to analyze the data. The self-concept positively enhances female consumers’ attitudinal brand loyalty. The perceived influence of self-concept and attitudinal brand loyalty is high in luxury fashion purchase. Therefore, the process of shaping a marketing strategy should include different dimensions of self-concept, namely, enhancement, contribution, admiration and extension. Furthermore, a marketing strategy needs to strengthen brand superiority, brand performance and brand synchronization to win attitudinal loyalty in luxury fashion industry.

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...

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...

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

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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.

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...

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

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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…

Country brand equity model: Sustainability perspective

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Teodorović Milivoj

2016-01-01

Full Text Available This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience. The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty. Also, the analysis suggests the existence of the higher order construct confirming the country brand equity concept. Based on the research findings, the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.

Ownership effects in consumers' brand extension evaluations%消费者品牌延伸评价中的"拥有者效应"

Institute of Scientific and Technical Information of China (English)

符国群; 丁嘉莉

2007-01-01

A two levels of product similarity times two levels of brand image consistency times three levels of ownerships factorial experiment was designed to explore the ownership effects when consumers evaluate brand extensions and judge parent brand after receiving brand extension information. Evidence shows that ownership effects do exist in both extension and parent brand evaluations.Brand image consistency is the most influential factor for parent brand owners while product similarity is more important factor for non-users in attitude formation towards the extension. The owners of competitive brands favor lowimage consistency extension more than high image consistency extension.Furthermore, there is an interaction effect between brand image consistency and product similarity for brand owners, whereas this effect is non-existent for non-owners and non-users. This again shows that brand owners care much more about brand image consistency than other consumer groups do. In evaluating a parent brand, owners and non-owners differ. The authors draw the conclusion that consumers' brand extension evaluation is more like a "benefit oriented"process rather than a "pure affect transfer" process.

How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation

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Jesús Gutiérrez-Cillán

2017-10-01

Full Text Available Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relational efficacy for a firm-managed Facebook brand page (FBP in which the brand posts created by the firm influence the behavioural engagement of individual users through the utilitarian and hedonic values derived from their interactive experiences within the FBP. The findings highlight that information posts stimulate user behavioural engagement through the utilitarian experiential route. Aside from any experiential route and adopting a more direct path, interaction posts are the main drivers of engagement behaviour. Image posts contribute towards the perception of utility, but in no way affect engagement. Finally, in order to gain a deeper insight, we explore the moderating effect of user brand purchase intensity on the relations posited in the model.

Untangling the brand name from the branded entity

OpenAIRE

Round, Griff; Roper, Stuart

2015-01-01

Purpose\\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\\ud \\ud Design/methodology/approach\\ud –...

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

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Sri Vandayuli Riorini

2015-04-01

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.

Covert brand recognition engages emotion-specific brain networks.

Science.gov (United States)

Casarotto, Silvia; Ricciardi, Emiliano; Romani, Simona; Dalli, Daniele; Pietrini, Pietro

2012-12-01

Consumer goods' brands have become a major driver of consumers' choice: they have got symbolic, relational and even social properties that add substantial cultural and affective value to goods and services. Therefore, measuring the role of brands in consumers' cognitive and affective processes would be very helpful to better understand economic decision making. This work aimed at finding the neural correlates of automatic, spontaneous emotional response to brands, showing how deeply integrated are consumption symbols within the cognitive and affective processes of individuals. Functional magnetic resonance imaging (fMRI) was measured during a visual oddball paradigm consisting in the presentation of scrambled pictures as frequent stimuli, colored squares as targets, and brands and emotional pictures (selected from the International Affective Picture System [IAPS]) as emotionally-salient distractors. Affective rating of brands was assessed individually after scanning by a validated questionnaire. Results showed that, similarly to IAPS pictures, brands activated a well-defined emotional network, including amygdala and dorsolateral prefrontal cortex, highly specific of affective valence. In conclusion, this work identified the neural correlates of brands within cognitive and affective processes of consumers.

Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

OpenAIRE

Arslan Rafi; Moeez Ahsan; Fawad Saboor; Salima Hafeez; Mohammad Usman

2011-01-01

The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s 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 ...

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…

STUDY ON RETAIL BRAND AWARENESS IN RETAIL

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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.

ISLAMIC IDENTITY VERSUS CITY/PLACE BRANDING

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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?   

The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

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Hashed Ahmad Mabkhot

2016-01-01

Full Text Available This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua. Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.

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...

STRATEGIC OPTIONS IN THE CONSTRUCTION OF THE BUCHAREST BRAND THROUGH THE APPLICATION ANALYSIS OF THE MEASURING INSTRUMENTS FOR THE URBAN BRANDS

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RUXANDRA IRINA POPESCU

2010-01-01

Full Text Available The reality demonstrates that, in the present context, the competition between the cities is harsh, amplified by the economic and politic effects of the globalization. Thecities are fighting to attract investments, influence, businesses, tourists, residents. One of the challenges of the urban management in its efforts to grow the performance is linked around the construction of the urban brand as a solution in the process of the cities’ development. This construction implies the validity, credibility, simplicity, attractiveness and distinctiveness of the city’s image. The answer of the researchers to the need of a critical effective instrument in this area was the creation of the Urban Brand Index. Through these measuring instruments, the actors implied in the administration of the cities can easily understand the perception of the visitors, investors, costumers and future residents upon the image of the city, to identify and apply some pro-active measures to stimulate and improvement of the existing opportunities that have as main result the development of the city. In this study are presented three of these instruments - The City Brands Index, The European Barometer of City Brands and The Global Cities Index - and the way in which these can contribute to the actions for constructing a powerful urban brand of Bucharest, is analyzed.

BRAND ANALYSIS OF LG ELECTRONICS: A CASE STUDY

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Syed Fida Hussain Shah

2013-04-01

Full Text Available LG Electronics is a Korean based global brand in the field of consumer electronics, home appliances and mobile communications. The critical analysis in identifying the steps taken by the LG Electronics in the light of the existing literature review helps us to correlate these steps with the enhanced brand image, brand value and brand positioning. Information is collected from various reports i.e., LG Annual reports; International Magazines from the world of Business and Tech-nology; research literatures and other reputable sources. Innovation & design and constant obsolescence of ICT and IT Products (i.e., mobiles in particular, LG have to stick on R&D, design strategies and innovation and creativity for competing in the global market.

Desain Kemasan Sebagai Strategi Branding Produk Cokelat Bali

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Ni Luh Desi In Diana Sari

2016-01-01

Full Text Available Efforts to make Balinese chocolate products of IKM sector as souvenirs for tourists require branding strategy to improve the image of the product in the minds of the target audience. Branding strategies conducted through designing of logo as a brand identity, packaging design as a media product appeal and POP (Point of Purchase as a means of product promotion. The creative concept refers to the main idea of "Balinese Chocolate", by processing one of the potentials local Balinese culture in the form of Prada textiles and woven fabrics Pegeringsingan, which is applied to the packaging as a visual element to construct the attractiveness of Balinese chocolates.   Keywords: Branding, Strategies, Balinese, Chocolate, Textile

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.

An investigation of the role of brand image on consumer loyalty

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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.

Global challenges and perspectives of marketing of healthy food products

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Mitić Sanja

2012-01-01

Full Text Available This paper deals with global trends of healthy food market growth, Serbian export potential as well as with the importance and role of positioning and other marketing strategies in this field. Secondary data will be used for identifying characteristics and range of healthy food market on a global level and key segments. In that context, the economic importance and export potential of this sector in Serbia will be discussed. Food sector accounts for high percentage of total Serbian export. Yet, those products are of low added value, neither branded nor packed. In order to position producers of healthy food on an international market successfully, strength and weaknesses of domestic production and export will be identified as well as measures for its promotion. In this paper, literature review in field of food positioning and marketing will be presented. Various positioning strategies of healthy food will be discussed from the aspect of branding, country of origin image, marketing mix instruments, with special emphasis on promotion and product labelling. Special part of paper will be dedicated to specific aspects of buying and food consumption behaviour. This behaviour is under the influence of numerous factors, both personal and sociodemographic, which will be analyzed in order to identify adequate positioning strategies. At the end, recommendations for successfully healthy food positioning on an international market will be given. We will present ways of improving marketing strategies regarding exploiting identified chances on an international market.

Performant Brand Management Contribution to the Company Success on International Market

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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.

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...

Brand Strategies in the Era of Sustainability

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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.

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...

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...

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....

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...

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...

The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

OpenAIRE

Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

2016-01-01

This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perl...

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

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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.

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.

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...

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...

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...

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...

DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

OpenAIRE

Veeva Mathew; Sam Thomas; Joseph I Injodey

2012-01-01

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and...

PENGARUH DARI IDENTITY TERHADAP BRAND VALUE, SATISFCATION, TRUST AND BRAND LOYALTY

Directory of Open Access Journals (Sweden)

Rahmania Asmoningsih

2016-08-01

Full Text Available The purpose of this study was to analyze the influence of brand identity on brand value, customer satisfaction and brand trust and the influence of brand value and customer satisfaction on brand trust and its impact on brand loyalty. Respondents in this study is the beauty clinic customers in Jakarta which consists of 112 respondent . Structural Equation Modeling (SEM with AMOS version 16 used in this study for data analysis . Results of the testing showed that the brand identity has a positive influence on brand value and brand trust, and customer satisfaction and brand value has a positive influence on brand trust that subsequently will have positive influence on brand loyalty. The results also showed that the brand identity does not have an influence on customer satisfaction

The role of brand trust in male customers' relationship to luxury brands.

Science.gov (United States)

Hur, Won-Moo; Kim, Minsung; Kim, Hanna

2014-04-01

This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample (N = 400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.

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...

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

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.

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...

Komparasi Destination Branding dalam Official Website Negara Singapura-Malaysia-Indonesia

Directory of Open Access Journals (Sweden)

Ryan Pratama Sutanto

2010-01-01

Full Text Available High profit income has attracted South Asian countries to compete in the fields of tourism marketing. Destination branding as a differentiating factor is an alternative approach in marketing communication. The purpose of this research is to make a comparison study of destination branding application in Singapore's, Malaysia's and Indonesia's tourism official websites. Destination branding in websites as part of promotion campaigns is a strategy used by each country to promote tourism to consumers worldwide. This research uses qualitative method, and involves experts in the fields of Information Technology (IT and Visual Communication Design. Each website's elements contributes in the success of a country's destination branding and influences its brand image.

Dissociation from beloved unhealthy brands decreases preference for and consumption of vegetables.

Science.gov (United States)

Trump, Rebecca K; Connell, Paul M; Finkelstein, Stacey R

2015-09-01

Many people form strong bonds with brands, including those for unhealthy foods. Thus, prompting people to dissociate from beloved but unhealthy food brands is an intuitively appealing means to shift consumption away from unhealthy options and toward healthy options. Contrary to this position, we demonstrate that dissociating from unhealthy but beloved brands diminishes people's interest in consuming vegetables because the dissociation depletes self-regulatory resources. Across three experimental studies, we manipulate dissociation from two beloved brands both implicitly (studies 1-2) and explicitly (study 3) and observe effects on both preference for vegetables (studies 2-3) and actual vegetable consumption (study 1). In study 1, participants consumed fewer vegetables following dissociation from (vs. association with) a beloved candy brand. Study 2 demonstrates that the effect of depletion on preference for vegetables is more pronounced for those who strongly identify with the brand, as these individuals are most depleted by the dissociation attempt. Finally, study 3 illustrates that the difficulty experienced when trying to dissociate from beloved brands drives the observed effects on vegetable preference and consumption for those who strongly (vs. weakly) identify with the brand. Copyright © 2015 Elsevier Ltd. All rights reserved.

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 ...

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.

The Process of Adapting the Employer Brand to Attract the Right Employees : A Case Study of How SEB Uses Employer Branding to Go Digital

OpenAIRE

Simon, Tabea; Ferhatovic, Amela

2016-01-01

Companies within the banking industry are facing the challenge to attract new competences in order to react to the forces of digitization. This paper examines how employer branding is used as a tool to achieve this through appealing to a broader target group. It also identifies problems that can arise in this process. We extend the theoretical knowledge on this topic by developing a theoretical framework, which combines corporate brand, employer branding, industry image and P-O fit literature...

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...

Branding your medical practice with effective public relations.

Science.gov (United States)

Trent, Nancy

2009-01-01

Whether you think of it as your image, your standing in the community, or your reputation, your medical practice is also a brand. While many organizations, companies, products, and services are known for specific attributes that make them stand out from competitors, most use a combination of marketing disciplines to communicate who and what they are to their customers, consumers, and patients. Public relations is often considered the most powerful, cost-effective, and efficacious of the marketing disciplines, surpassing advertising, promotion, and direct mail in molding and developing brands. Your practice can benefit from a well-crafted branding public relations program.

Employer Branding - Source of Competitiveness of the Industrial Plants

Science.gov (United States)

Babčanová, Dagmar; Babčan, Miroslav; Odlerová, Eva

2010-01-01

The paper deals with the concept of employer branding, which is very important to follow, as an employer brand represents the core values of an organization. Organizations considered good employers have a strong identity and a positive image in the marketplace. To be successful, organizations need to attract the employee market. Marketing tools associated with Brand Management have been applied by the HR (Human Resources) in order to attract, engage and retain employees in the same way as marketing applies such tools to attract and retain customers.