WorldWideScience

Sample records for hungarian brand cr-39ma-nd

  1. The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis

    OpenAIRE

    Haefner, James E.; Zsuzsa Deli-Gray; Al Rosenbloom

    2011-01-01

    This paper presents the research findings of a global brand study conducted during the recent global economic crisis. The study sought to understand how four brand constructs (country-of-origin, brand familiarity, brand liking and brand trust) would influence global brand purchase intent in a sample of consumers living in Bulgaria and Hungary. Step-wise regression models were used for the study’s twenty brands for consumers living in both countries. The regression models indicated that brand ...

  2. 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...

  3. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

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

  4. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

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

  5. Brand!

    DEFF Research Database (Denmark)

    Markvorsen, Steen

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

  6. THE ROLE OF MARKETING IN CORPORATE COMPETITIVENESS: MARKETING PRACTICE ANALYSIS OF HUNGARIAN COMPANIES

    OpenAIRE

    Kenesei, Zsófia; Gyulavári, Tamás; László SEER

    2013-01-01

    The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels an...

  7. THE ROLE OF MARKETING IN CORPORATE COMPETITIVENESS: MARKETING PRACTICE ANALYSIS OF HUNGARIAN COMPANIES

    OpenAIRE

    Zsófia KENESEI; Gyulavári, Tamás; László SEER

    2013-01-01

    The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels an...

  8. Telicity marking in Hungarian

    Directory of Open Access Journals (Sweden)

    Éva Kardos

    2016-10-01

    Full Text Available This paper explores the encoding of telicity in Hungarian. While proposing a mereological, scalar semantic analysis, it shows that Hungarian uses a telicity-marking strategy in which it contrasts with English, where telicity is not the direct consequence of an overt marker but arises as a cumulative effect of specific, well-definable properties of various components of verbal predicates including the head verb and its argument(s. A major contribution of the analysis, which mainly addresses telicity marking in the class of non-creation/non-consumption predicates in neutral sentences, lies in the fact that it reveals important cross-linguistic differences with respect to the aspectual role of verbal particles and resultative/locative expressions and the referential properties of telic verbal predicates. As for the former, it is demonstrated that Hungarian verbal particles and resultative/locative expressions mark telicity by directly placing bounds on events by virtue of serving an event maximalizing function, whereas the English counterparts of these elements do not have such direct event-bounding effects. As for the latter, it emerges that in Hungarian quantized reference is a necessary and sufficient condition for telicity in cases where in English it is only sufficient.

  9. Emotional Intelligence of Hungarian Teachers

    Science.gov (United States)

    Baracsi, Ágnes

    2016-01-01

    The research focused on the personal and social competencies of Hungarian teachers as unexplored areas. The participants in the survey were 707 Hungarian teachers from elementary and secondary schools. In view of the expectations of the European Union related to new teacher roles, the following research question was formulated to guide the study:…

  10. Brand Policy and Brand Equity

    OpenAIRE

    Silvio M. Brondoni

    2001-01-01

    A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes ...

  11. THE ROLE OF MARKETING IN CORPORATE COMPETITIVENESS: MARKETING PRACTICE ANALYSIS OF HUNGARIAN COMPANIES

    Directory of Open Access Journals (Sweden)

    Zsófia KENESEI

    2013-06-01

    Full Text Available The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels and promotional activities. The results confirm that sophisticated marketing practice leads to higher business performance.

  12. Vajon in Translated Hungarian

    Directory of Open Access Journals (Sweden)

    Götz Andrea

    2016-12-01

    Full Text Available This paper presents an analysis of the structures the discourse marker vajon forms in translated Hungarian fiction. Although translation data has been deployed in the study of discourse markers (Aijmer & Simon- Vandenbergen, 2004, such studies do not account for translation-specific phenomena which can influence the data of their analysis. In addition, translated discourse markers could offer insights into the idiosyncratic properties of translated texts as well as the culturally defined norms of translation that guide the creation of target texts. The analysis presented in this paper extends the cross-linguistic approach beyond contrastive analysis with a detailed investigation of two corpora of translated texts in order to identify patterns which could be a sign of translation or genre norms impacting the target texts. As a result, a distinct, diverging pattern emerges between the two corpora: patterns of explicit polarity show a marked difference. However, further research is needed to clarify whether these are due to language, genre, or translation norms.

  13. Inflectional marking in Hungarian aphasics.

    Science.gov (United States)

    MacWhinney, B; Osmán-Sági, J

    1991-08-01

    How do aphasics deal with the rich inflectional marking available in agglutinative languages like Hungarian? For the Hungarian noun alone, aphasics have to deal with over 15 basic case markings and dozens of possible combinations of these basic markings. Using the picture description task of MacWhinney and Bates (1978), this study examined the use of inflectional markings in nine Broca's and five Wernicke's aphasic speakers of Hungarian. The analysis focused on subject, direct object, indirect object, and locative nominal arguments. Compared to normals, both groups had a much higher rate of omission of all argument types. Subject ellipsis was particularly strong, as it is in normal Hungarian. There was a tendency for Broca's to omit the indirect object and for Wernicke's to omit the direct object. Across argument types, Wernicke's had a much higher level of pronoun usage than did Broca's. Broca's also showed a very high level of article omission. Compared to similar data reported by Slobin (this issue) for Turkish, the Hungarian aphasics showed an elevated level of omission of case markings. Addition errors were quite rare, but there were 14 substitutions of one case marking for another. These errors all involved the substitution of some close semantic competitor. There were no errors in the basic rules for vowel harmony or morpheme order. Overall the results paint a picture of a group of individuals whose grammatical abilities are damaged and noisy, but still largely functional. Neither the view of Broca's as agrammatic nor the view of Wernicke's as paragrammatic was strongly supported.

  14. Brand Community.

    OpenAIRE

    Muniz, Albert M, Jr; O'Guinn, Thomas C

    2001-01-01

    This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These bran...

  15. Grassroots branding.

    Science.gov (United States)

    Ferris, Michael T

    2005-04-01

    In home care and hospice, effective branding begins at the grassroots level. Historically, high-level, widespread branding initiatives have proven relatively unsuccessful in these industries, and have not delivered a positive return on investment. This is generally because in home care and hospice, branding is most successfully implemented at individual and local levels. Since an agency's "brand" is established at this personal level, relationships are the crucial keys to sales and marketing success.

  16. 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…

  17. Brand management

    OpenAIRE

    2009-01-01

    The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.

  18. 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…

  19. Brand management of selected brand

    OpenAIRE

    2011-01-01

    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...

  20. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

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

  1. Multiple Operator Movements in Hungarian

    NARCIS (Netherlands)

    Surányi, L.B.

    2003-01-01

    In this thesis I argue for an approach to multiple operator constructions in Hungarian within a radically derivational model which heavily restricts the role of pre-fabricated functional A-bar projections and which holds that it is the verb in this language that carries and projects the relevant ope

  2. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors......, problems seem to multiply in what has becom known as city branding. This analysis of the communicational aspects of two Danish provincial towns´ branding efforts examines both their internally and externally directed communication. It demonstrates that an insufficient understanding of - or willingness...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  3. Radiology education in Hungarian schools

    Energy Technology Data Exchange (ETDEWEB)

    Marx, G. [Department of Atomic Physics, Boetvoes Univ., Budapest (Hungary)

    1999-09-01

    Basic concepts of nuclear physics are not more abstract and more difficult than those of electricity. For the orientation of the citizens of the 21st century, the Hungarian school curriculum has made them compulsory for all teenagers. According to the teachers' experience, the students find nuclear issues more relevant and more interesting than the topics inherited from the schoolbooks of earlier centuries. (author)

  4. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

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

  5. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

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

  6. Tainted Brands

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    International brand names are losing their luster in China following product quality scandals and consumer service confusion Feng Yan, a white collar worker in Beijing, is passionate about luxurious brands. From handbags to household electrical appliances, she prefers paying more for world-famous names than buying cheaper goods by unknown manufacturer.

  7. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

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

  8. Functions of modal particles in Hungarian

    OpenAIRE

    Marusynets, Marianna

    2014-01-01

    The article discusses the functions of Hungarian modal particles from the Relevance Theory perspective, which offers a cognitive account of utterance interpretation. It is argued that Hungarian modal particles govern the selection of context by guiding the hearer towards relevant interpretation.

  9. Ethnic Attitudes of Hungarian Students in Romania

    Science.gov (United States)

    Ives, Bob; Obenchain, Kathryn M.; Oikonomidoy, Eleni

    2012-01-01

    Participants in this study were ethnic Hungarian secondary students attending high schools in Romania in which Hungarian was the primary language of instruction. Attitudes of participants toward ethnic and cultural groups were measured using a variation of the Bogardus (1933) Scale of Social Distance. Results were consistent with predictions based…

  10. Place Branding

    DEFF Research Database (Denmark)

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

    2015-01-01

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

  11. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  12. Power branding

    Energy Technology Data Exchange (ETDEWEB)

    Chambers, A.

    1998-12-31

    For most of its century-long history, electricity was a natural monopoly, due in part to the excessive cost of the necessary infrastructure. In the past decade, however, politics have pushed the industry toward competition and consumer choice. At the same time, technology has been developed that allows consumers to choose their electricity supplier and to track the flow of power through the various grids and lines. In her new book, Power Branding, author and industry expert Ann Chambers examines marketing and branding of electricity -- what it is, how it`s done, what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. She surveys industry leaders who have already taken a dive into the ocean of marketing and offers lessons drawn from their experiences. She also takes a look at other formerly regulated industries -- airlines, telephone, natural gas -- and describes how their rebirth as free-market industries may affect the course of the electric utility industry`s experience. The contents include: Introduction; Basics of branding: Brand image; Value-added services; Southern Company; Duke Energy; UtiliCorp/EnergyOne/Aquila--big and brand; Engage energy; Florida Power and Light Co.; Enron; Convergence; Lessons from the natural gas industry; Lessons from other industries; Conclusion; Resources; Glossary of branding, marketing and Btu convergence; and Major federal legislation affecting the electric power industry.

  13. 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...... that promote brand citizenship behaviours. This study advances destination brand management theory and provides practical insights into destination brand management practices....

  14. Identitetsbaseret branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

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

  15. Hungarian climate change action plan

    Energy Technology Data Exchange (ETDEWEB)

    Molnar, S.; Takacs, T. [Systemexpert Consulting Ltd., Budapest (Hungary); Arpasi, M. [MOL, Budapest (Hungary); Farago, T.; Palvoelgyi, T. [Ministry for Environment and Regional Policy, Budapest (Hungary); Harnos, Z. [Univ. of Horticulture, Budapest (Hungary); Lontay, Z. [EGI-Contracting Engineering Co. Ltd., Budapest (Hungary); Somogyi, Z. [Forest Research Inst., Budapest (Hungary); Tajthy, T. [Univ. of Technology, Budapest (Hungary)

    1998-12-31

    In 1994--1996, within the framework of the US Country Studies Program, the Hungarian Country Study Team developed the national greenhouse gas emission inventory, and elaborated the mitigation options for the different sectors of the economy. In 1997, the development of a National Action Plan was begun as the continuation of this work. Results of the inventory study showed that greenhouse gas emissions decreased from the selected base level (i.e., from the yearly average emissions of 1985--1987) until 1994 by cca. 25%. However, this decrease was primarily caused by the deep economic recession. Therefore the policy makers have to face the problem of economic recovery without a relevant increase of greenhouse gas emissions in the near future. This is the main focus of the mitigation analysis and the National Action Plan.

  16. HUNGARIAN HIGHER EDUTATION-SUSTAINABILITY

    Directory of Open Access Journals (Sweden)

    Éva DARABOS

    2015-12-01

    Full Text Available Nowadays, the sustainability already goes far beyond the aspects of environmental protection; the knowledge and the education are also part of the sustainable development. In the field of education, a condition of realizing the sustainability is that the state should ensure a predictable and stable budget for the operation of institutions. Aim of the treatise, at first, is to examine the fulfilment of Europe 2020 Strategy objective affecting the higher education directly and then, based on statistical data, to present the trend in number of students of the Hungarian higher education and its composition by regions and to examine the change in the budgetary support.In order to retain the sustainability and competitiveness, the state and the institutions should make efforts to harmonise their sources and expenditures and to ensure a predictable, stable financial environment for the sector and its stakeholders.

  17. Hungarian repeat station survey, 2010

    Directory of Open Access Journals (Sweden)

    Péter Kovács

    2013-03-01

    Full Text Available The last Hungarian repeat station survey was completed between October 2010 and February 2011. Declination, inclination and the total field were observed using one-axial DMI fluxgate magnetometer mounted on Zeiss20A theodolite and GSM 19 Overhauser magnetometer. The magnetic elements of the sites were reduced to the epoch of 2010.5 on the basis of the continuous recordings of Tihany Geophysical Observatory. In stations located far from the reference observatory, the observations were carried out in the morning and afternoon in order to decrease the effect of the distant temporal correction. To further increase the accuracy, on-site dIdD variometer has also been installed near the Aggtelek station, in the Baradla cave, during the survey of the easternmost sites. The paper presents the technical details and the results of our last campaign. The improvement of the accuracy of the temporal reduction by the use of the local variometer is also reported.

  18. Branding sustentable

    OpenAIRE

    Raquel Hernández White

    2012-01-01

    El Branding toma en cuenta el nivel de MARCA dependiendo del grado de opinión colectiva y percepción que se tenga en el mercado, así como el respaldo económico y la eficiencia en la comunicación de la marca que le permita soportar, a través del tiempo. En este sentido es importante discutir ahora lo que se conoce el Branding sustentable, posicionamiento estratégico que busca gestionar la marca a través de un conocimiento profundo sobre los ecosistemas buscando el equilibrio de tres pilares co...

  19. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

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

  20. Brand & Market

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2007-01-01

    @@ The enterprises in Jiangsu Province,due to the special geographic location,mainly focus on trade and OEM for foreign garment company in early times. As the view of branding strategy becomes one essential part for enterprises development, textile and apparel enterprises in Jiangsu began to find the way to establish their own bran dindependently and tentatively.

  1. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

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

  2. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2011-01-01

    activists, scholars and venture capitalists, discusses the pros and cons of changing the world by ‘voting with your dollars’. Lisa Ann Richey and Stefano Ponte (Professor at Roskilde University and Senior Researcher at DIIS respectively), authors of Brand Aid: Shopping Well to Save the World, highlight how...

  3. Brands & Channels

    Institute of Scientific and Technical Information of China (English)

    Alice Yang

    2009-01-01

    @@ "Brands" and "Channels" are the two most important things in Ku-Hai Chen's eyes when doing business with Main-land China. Ku-Hai Chen, Executive Director of the International Trade Institute of Taiwan External Trade Development Council (TAITRA), flies frequently between Chinese Taipei and Mainland China, and was in Beijing earlier this month for his seminar.

  4. Brand Aid

    Science.gov (United States)

    Drozdowski, Mark J.

    2007-01-01

    Planning is a critical step to take before launching a capital campaign, if marketing materials are to cater to all potential donors and reinforce the institution's brand--which defines what the institution is and what it does, and is shaped by what people think of it. Here, the author discusses the importance of maintaining and conveying a…

  5. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

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

  6. 6th Congress of Croatian and Hungarian and 17th Congress of Hungarian Geomathematicians

    Directory of Open Access Journals (Sweden)

    Željka Tutek

    2014-06-01

    Full Text Available The theme of this year's 6th Congress of Croatian and Hungarian and 17th Congress of Hungarian Geomathematicians was Geomathematics – from theory to practice and its key topics were • Applied geomathematics (geosciences, environmental science • Geomathematics in reservoir characterization and modelling • Hydrological and hydrogeological modelling • Theoretical geomathematics (geostatistics, neural networks, statistics • Geoinformatics (including GIS.

  7. THE SZEKLERS AND HUNGARIANS FROM ROMANIA

    Directory of Open Access Journals (Sweden)

    GR. P. POP

    2015-10-01

    Full Text Available The Szeklers and Hungarians from Romania. This study regards, as its main topic, the possibility of establishing at present, a geodemographical entity on Romania’s territory, since certain representatives of the Hungarian ethnical minority in our country, and with a particular insistence of those in the vicinity of the western border, always remember to bring into view the problem of establishing an autonomy, common to a Székely Land, located in the central area of our country, which would include Mureş, Harghita and Covasna counties. Without carrying out a detailed account of this situation, it needs to be mentioned, just as it will emerge of the following presentation, that such an approach has neither the most reduced geodemographical support, since the Szeklers, after being assimilated by the Hungarian ethnic group, are no longer present at the census of 20 October 2011. By taking into account the above mentioned aspects, in order to be able to respond to the insistent requests for autonomy in Transylvania, we proceeded to highlight, through a fairly detailed approach of the Hungarian ethnical minority, obviously in point of the number of inhabitants and of their distribution on Romania’s territory, resulting of this the fact that the number of Hungarians is of 1,227,623 people, value which related to those 20,121,641 inhabitants of Romania, means 6.10%. The total number of mentioned Hungarians is characterized by a pronounced concentration on Romania’s territory, standing out by creating a corridor with a diagonal aspect, on the northwestsoutheast direction, consisting of seven counties, the first four (Satu Mare, Bihor, Sălaj and Cluj being registered with 2.01% (404,561 inhabitants of those 6.10% Hungarians, the following three (Mureş, Harghita and Covasna accounting for 3.03% (609,033 inhabitants, and hence in the corridor are present 5.04% (1,013,594 Hungarians of 6.10% at the level of the entire country. The above mentioned

  8. Branding sustentable

    Directory of Open Access Journals (Sweden)

    Raquel Hernández White

    2012-01-01

    Full Text Available El Branding toma en cuenta el nivel de MARCA dependiendo del grado de opinión colectiva y percepción que se tenga en el mercado, así como el respaldo económico y la eficiencia en la comunicación de la marca que le permita soportar, a través del tiempo. En este sentido es importante discutir ahora lo que se conoce el Branding sustentable, posicionamiento estratégico que busca gestionar la marca a través de un conocimiento profundo sobre los ecosistemas buscando el equilibrio de tres pilares con miras a la responsabilidad social: sociedad, economía y medio ambiente.

  9. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

    Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be ut...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...

  10. Brand, Brand Stretching, and Brand Stretching Plan for JAC

    OpenAIRE

    Chen, Lei

    2012-01-01

    With the consistent crisis of world economic, companies are encountering problems with their expansion. Introducing all new brands for expanding is hard to be accepted due to the high level of costs and risks. Using brand stretching as companies’ expansion strategy efficiently reduces the costs and risks today. Therefore, getting clear about brand stretching seems quite important for most companies nowadays. The objectives of this thesis is introducing brand stretching theory and making a...

  11. Brand, Brand Stretching, and Brand Stretching Plan for JAC

    OpenAIRE

    Chen, Lei

    2012-01-01

    With the consistent crisis of world economic, companies are encountering problems with their expansion. Introducing all new brands for expanding is hard to be accepted due to the high level of costs and risks. Using brand stretching as companies’ expansion strategy efficiently reduces the costs and risks today. Therefore, getting clear about brand stretching seems quite important for most companies nowadays. The objectives of this thesis is introducing brand stretching theory and making a...

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

    Directory of Open Access Journals (Sweden)

    Nur Choirul Afif

    2015-08-01

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

  13. 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...

  14. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2011-01-01

    activists, scholars and venture capitalists, discusses the pros and cons of changing the world by ‘voting with your dollars’. Lisa Ann Richey and Stefano Ponte (Professor at Roskilde University and Senior Researcher at DIIS respectively), authors of Brand Aid: Shopping Well to Save the World, highlight how......Can Citizen Consumers Make a Difference? DIIS researcher contributes to a Boston Review - New Democracy Forum In the current issue of Boston Review (November/December 2011), contributors to a ‘New Democracy Forum’ debate whether Citizen Consumers can make a difference in stimulating responsible...

  15. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

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

  16. Personal Branding

    OpenAIRE

    Climent i Martí, Jordi

    2017-01-01

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

  17. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

    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......-normative and constitutive approach to internal branding by proposing an enablement-oriented communication approach. The conceptual background presents a holistic model of the inside-out process of brand building. This model adopts a theoretical approach to internal branding as a nonnormative practice that facilitates...... 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...

  18. Branding water.

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-06-15

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

  19. 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...

  20. Online Testing of Hungarian Children's Prosocial Behavior

    Science.gov (United States)

    Zsolnai, Anikó; Kasik, László

    2017-01-01

    The aim of our cross-sectional investigation was to explore prosocial behavior at the ages of 9, 11, and 13, and to reveal associations between this social behavior and some background variables such as age, gender, and parents' educational attainment. The participants were 185 Hungarian students and their teachers. Two Likert-type questionnaires…

  1. Community Cable Television--Hungarian Perspectives.

    Science.gov (United States)

    Szekfu, Andras

    This paper argues that, although community cable television is one of the most dynamic (although experimental) elements of the Hungarian media structure, it is well on its way toward institutionalization. It is suggested that whether community cable television is able to retain the spontaneity, innovativeness, and elasticity of its early days may…

  2. The Hungarian car insurance cartel saga

    NARCIS (Netherlands)

    Cseres, K.J.; Szilágyi, P.; Rodger, B.

    2013-01-01

    his chapter discusses the landmark Hungarian case relating to the car insurance and repair markets, which involved both vertical and horizontal agreements. The case concerned the horizontal relationship between Hungary’s two largest insurance companies and their vertical relationships with car

  3. 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...

  4. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

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

  5. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

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

  6. Austro-Hungarian Bank building in Subotica

    Directory of Open Access Journals (Sweden)

    Aladžić Viktorija

    2012-01-01

    Full Text Available During the negotiations between Austria and Hungary in 1867 when dual Austro-Hungarian Monarchy was formed, the question of the central bank was not touched to prevent further complications. In 1878, after years of prolonged negotiations, the central bank was successfully transformed into an institute in which Austria and Hungary had an equal share. The 'Austro- Hungarian Bank' acted as a central bank for both parts of the Empire. The dualistic character of the institute was characterized by two managements and two head offices in Vienna and Budapest. During first decade of 20th century it was built few dozens of bank buildings in Hungary and the most important: the central Austro-Hungarian Bank building in Budapest on Szabadsbg tjr 8. Bank building in Budapest was built according to the design made by Ignbc Alpbr who won the competition. Most of the other bank buildings built throughout Hungary were designed by architect Juzsef Hubert, but Austro-Hungarian bank building in Subotica was designed by architect Ferenc Juzsef Raichl in 1901. Main topic of this paper is research of architecture of Austro-Hungarian Bank Building in Subotica. It is obvious, although smaller in size, that the building was designed according to the main concept of the central bank building in Budapest. Compositions of the both facade applied similar architectural elements, like pillars, projections, attics, plinth and also decorative elements that symbolizes the function of a building. Inner organization of space also corresponds to each other, in both buildings: beside offices there were several apartments for renting. In contrast to other bank buildings in Hungary designed by Juzsef Hubert, bank building in Subotica, although made according to the concept of Central Bank building in Budapest represents remarkable and unique architectural masterpiece including all: architectural composition, decorative elements and function of a building.

  7. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

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

  8. International Brand Marketing

    Institute of Scientific and Technical Information of China (English)

    甘甜

    2016-01-01

    In the deepening development of the market economy today, the importance of the brand for enterprise survival and development is as everyone knows, the brand strategy has become a magic weapon for many well-known enterprises remain invincible in the market competition. But at present, in our country a large number of enterprise leadership, the brand awareness of a widespread misunderstanding. Many business leaders in a brand, often brands just as commodity identification, believe the brand is more than a few registered trademarks, and develop several products, but did not see the deep sense of brand meaning. Therefore, based on the basic meaning of brand exposition, this article is to discusses the importance of brand in the development of enterprises, and puts forward some opinions on how to build its own brand strategy for enterprise.

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

    OpenAIRE

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

    2015-01-01

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

  10. The Branding Management Approaches

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI; Mohamed Lamine

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-02-01

    Full Text Available 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 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.

  12. Building Brand Power

    Science.gov (United States)

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

    2017-05-01

    Brand power is established through brand awareness. It’s all about making consumers familiar about their products and services. Marketing strategies should make the customers extend the positive approach towards brand and continue through repeated purchases. There is a triple perspective approach to investigate the brand awareness in this research. The brand awareness and brand equity are studied and the relationship between those are analyzed. This also drills down about the brand performance and knowledge with awareness which tries to find out the brands value and utility among the public. Continuous improvement on package design, quality and buying experience will lead to customer loyalty and preference. Branding should happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent to which consumers are familiar with their product or services. Power of a brand is resides in the minds of the customers. To build a strong brand, it is one of the great challenge for the marketers to ensure that customers have the right experiences with products and services and various marketing programs. So that tenderness, beliefs, perspective, perception and so on linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are going to forget about our brand. Even though that may seem harsh, it’s the naked truth in today’s marketing world. Brand must reach out to the community by special events, creating campaigns to keep the brand relevant also offer customer a unique experience. Here we study about the brand consciousness and to identify the cohesion between brand awareness with knowledge and performance and also to assess the effect of brand awareness on consumer purchase. In this study we necessary statistical tools like chi-square test ad t-test has been used to analyse the collected data. It is highly recommend to increase brand awareness, the marketers are constantly required to build brand awareness both

  13. 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 advertisements, gat...

  14. New Concept of Hungarian Robotic Telescopes

    Science.gov (United States)

    Hegedus, T.; Kiss, Z.; Biro, B.; Jager, Z.

    As the result of a longer innovation of a few Hungarian opto-mechanical and electronic small companies, a concept of fully robotic mounts has been formed some years ago. There are lots of Hungarian Automated Telescopes over the world (in Arizona, South Korea, Izrael and atop Mauna Kea, just below the famous Keck domes). These are cited as HAT telescopes (Bakos et al. 2002), and served thousands of large-frame time-series CCD images since 2004, and the working team found already 6 exoplanets, and a number of new variable stars, etc... The newest idea was to build a more robust robotic mount, hosting larger optics (D > 50 cm) for achieving much fainter celestial objects, than the HAT series (they are operating with Nikon teleobjective lenses) on a still relatively wide celestial area. The very first sample model is the BART-1, a 50cm f/6 telescope.

  15. Hungarian space research 1981-1985: Lectures and review articles

    Science.gov (United States)

    Benko, G. (Editor)

    1986-01-01

    This monograph presents an overview of Hungarian space research from 1981 to 1985. Topics discussed in the original report include the development of space research centers, the flight of the first Hungarian astronaut, Hungarian participation in international space programs such as the Vega/Halley's Comet mission and the BEALUCA materials science experiment, advances in astronomical research, and activities of the Cosmic Geodetic Observatory. Other topics discussed incude space biomedical studies, meteorological applications of space research, satellite communications, and satellite power supply systems.

  16. El + verb complex predicates in Hungarian

    Directory of Open Access Journals (Sweden)

    Éva Dékány

    2008-12-01

    Full Text Available This paper investigates the structure of complex predicates comprising the verbal particle el- (`away' and a verb in Hungarian. I show that el- has different meaning contributions to the predication when combined with different types of verbs. I argue that despite the three seemingly unrelated meanings of el-, two uses involve the same lexical item. In these unifiable cases I analyze el- as a measure function that can measure in both the spatial and the temporal domains.

  17. Competitiveness of the Hungarian elite sport system

    OpenAIRE

    Gulyás, Erika

    2016-01-01

    This paper presents the initial results of significant research conducted under the IOC PhD Student Research Grant Programme with the support of the Hungarian Olympic Committee. The main objectives of the research were to understand why Hungary is successful in specific sports and to explore the relationship between elite sport policy systems and success in international competitions. The increasing international sporting competition forces governments to invest more money in elite sport deve...

  18. BRANDING IN SMALL BUSINESS

    Directory of Open Access Journals (Sweden)

    Mihai Răzvan Constantin BARBU

    2010-01-01

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

  19. Research on Relative Age in Hungarian Swimming

    Directory of Open Access Journals (Sweden)

    Nagy Nikoletta

    2015-12-01

    Full Text Available In 2017, the 19th World Swimming Championship will be organized in Hungary. Up to now, many people have already been working with swimmers to achieve good results. However, in the next period they must work even harder to ensure that the national swimmers of a country as small as Hungary can achieve the outstanding results of their predecessors. Since high-level competitions in swimming have become more intense, innovations including scientific studies are needed during preparation for the event. The purpose of this paper is to present the major results of an independent study carried out by the authors about the relative age of the best Hungarian swimmers with the aim of contributing to their preparation. The research population consisted of selected age groups of swimmers registered by the Hungarian Swimming Association (N=400. The method for data collection was an analysis of documents. To evaluate the data, the Chi-square and Kruskal-Wallis tests were used. The results are presented according to the period of the competitor’s date of birth, gender, and age group. The results confirm only partly the hypothesis that people born in the first quarters of the year play a dominant role in Hungarian national swimming teams. In the conclusion, the authors recommend further research on relative age in swimming and in other sports.

  20. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    OpenAIRE

    Anca BUTNARIU

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2014-12-01

    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.

  2. 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...

  3. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

    Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

    2014-01-01

    This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solida......This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads...

  4. Branding and digital analytics

    OpenAIRE

    Borel, L.-H.; Christodoulides, George

    2016-01-01

    Book synopsis: \\ud \\ud The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.\\ud \\ud Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas o...

  5. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

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

  6. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

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

  7. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

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

  8. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

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

  9. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  10. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  11. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  12. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    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...

  13. 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.

  14. TAXONOMY AND STRUCTURE OF HUNGARIAN PERSONALITY-TRAITS

    NARCIS (Netherlands)

    SZIRMAK, Z; DERAAD, B

    1994-01-01

    This study reports on the application of the principles of the lexical approach to a non-Indo-European language, namely Hungarian. This language is a Uralic island surrounded on all sides by Indo-European languages. In addition, the Hungarians are, in terms of cultural features, Europeans. These con

  15. Competition assignment problem algorithm based on Hungarian method

    Institute of Scientific and Technical Information of China (English)

    KONG Chao; REN Yongtai; GE Huiling; DENG Hualing

    2007-01-01

    Traditional Hungarian method can only solve standard assignment problems, while can not solve competition assignment problems. This article emphatically discussed the difference between standard assignment problems and competition assignment problems. The kinds of competition assignment problem algorithms based on Hungarian method and the solutions of them were studied.

  16. Hungarian University Students' Misunderstandings in Thermodynamics and Chemical Kinetics

    Science.gov (United States)

    Turanyi, Tamas; Toth, Zoltan

    2013-01-01

    The misunderstandings related to thermodynamics (including chemical equilibrium) and chemical kinetics of first and second year Hungarian students of chemistry, environmental science, biology and pharmacy were investigated. We demonstrated that Hungarian university students have similar misunderstandings in physical chemistry to those reported in…

  17. Hungarian University Students' Misunderstandings in Thermodynamics and Chemical Kinetics

    Science.gov (United States)

    Turanyi, Tamas; Toth, Zoltan

    2013-01-01

    The misunderstandings related to thermodynamics (including chemical equilibrium) and chemical kinetics of first and second year Hungarian students of chemistry, environmental science, biology and pharmacy were investigated. We demonstrated that Hungarian university students have similar misunderstandings in physical chemistry to those reported in…

  18. Check list of the Hungarian Salticidae with biogeographical notes

    Directory of Open Access Journals (Sweden)

    Szüts, Tamás

    2003-04-01

    Full Text Available An updated check list of the Hungarian jumping spider fauna is presented. 70 species are recorded from Hungary so far. Four species are new to the Hungarian fauna: Hasarius adansoni, Neon valentulus, Sitticus caricis, Synageles subcingulatus. With 12 original drawings.

  19. The brand identity

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine; BENTAYEB Feryel

    2013-01-01

    We will try, through this publication to transmit necessity of a branding approach in the discipline of marketing and translate its importance through the definition of the "brand identity". To clarify this concept, we shall analyze the various aspects and the main elements which compose the "brand identity". But first it is important to clarify some concepts often confused with it and point their differences as well as their complementarities, especially the difference between "brand identity", "brand positioning" and "marketing positioning".

  20. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

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

  1. Health branding ethics

    DEFF Research Database (Denmark)

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

    2011-01-01

    Commercial food health branding is a challenging branch of marketing because it might, at the same time, promote healthy living and be commercially viable. However, the power to influence individuals’ health behavior and overall health status makes it crucial for marketing professionals to take...... into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols......) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands....

  2. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    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......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 application of the theory of aesthetic expression emphasizes: understanding humans holistically in order to explain how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic ways people handle expression/expressiveness; and managing brands...

  3. THE HUNGARIAN CRISIS: AN AUSTRIAN SCHOOL EXPLANATION

    Directory of Open Access Journals (Sweden)

    Andras Toth

    2013-07-01

    Full Text Available The Hungarian model was heralded as one of the most successful post-socialist way of integration into the globalised world economy and European economic area in the nineties. Currently, Hungary is suffering from a full-blown crisis 1996 onwards. Increasingly large number of Hungarians is losing their faith in political parties, institutions, democracy and in market economy. The government, elected in 2010 by supermajority and still enjoying a broad support despite the deepening recession, condemns the development path taken after 1989 and openly rejects the wrong model of the last 20 years. The government intends to build a new economic model following a model, which one can call a model of economic nationalism as the only way out of the crisis. The paper intends to portray, through the case of Hungary, how economy and politics is interconnected, and why political elites are choosing a credit fuelled development path. The paper intends to portray how a credit fuelled growth was induced by politics and ended up in tears. Moreover, the paper describes the consequences of pro-etatist shift in the public sentiment due to the alleged “market-failure”, which was in reality a crisis, at first place, created for political purposes by political means. This article, based on the Austrian business cycle theory, argues that the tragedy of Hungary was that it went through a government inspired spending binge in the first half of the 2000s. The deficit spending of the government was accompanied by the expansion of credit by the commercial banks, mostly denominated in Swiss francs. The combined effect of deficit spending and credit expansion was the build-up of debt and loss of cost competitiveness. The 2008 crisis ended the credit fuelled development path and has started the long and painful period of deleveraging crisis. On the other hand, the Hungarian crisis is a post-Keynesian crisis. It had broken out when the state was already heavily indebted and

  4. Outlook for developing the Hungarian oil industry

    Energy Technology Data Exchange (ETDEWEB)

    Zsengeller, I.

    1984-01-01

    Reports from the 72nd general meeting of the Hungarian state society of miners and metallurgists are presented. Half of the need for energy supply is provided by oil and natural gas. The annual extraction is 2 million T of oil and 7 billion mT of natural gas. The discovered reserves guarantee extraction for 10-30 years. The need is stressed for using new methods in oil refining to extract more valuable products. World Bank credit also has to be used for development of the industry.

  5. The Hungarian Peculiarities of National Remembrance: Historical Figures with Symbolic Importance in Nineteenth-century Hungarian History Paintings

    Directory of Open Access Journals (Sweden)

    Zsuzsanna Tóth

    2012-01-01

    Full Text Available In order to place nineteenth-century Hungarian art into international context, this article calls for the theoretical discourse of cultural memory, when a suppressed community turns to their past and insists on their antecedents’ traditions for the survival of their culture. When, in the 1850s and 1860s, the leaders of the Habsburg Austrian Empire retaliated against Hungary for its 1848-49 “Fight for Freedom”, Hungarian visual art of the era rediscovered long-honoured figures of the historical past as the essential components of Hungarian national identity. This article argues that the successful visualization and memorialization of outstanding historical characters with symbolic values for the Hungarian nation was due to history painting itself as medium. The Hungarian painters’ choice of characters vigorously reacted to the changing political relationship between the Austrians and the Hungarians from the failure of the 1849 Hungarian Fight for Freedom until the 1850s and the 1870s involving the 1867 Austro-Hungarian Compromise. Keeping it in mind, the display and the reception of four great paintings, Bertalan Székely’s The Discovery of the Body of King Louis II (1860, Viktor Madarász’s Péter Zrínyi and Ferenc Frangepán in Prison at Wiener-Neustadt (1864, Székely’s The Women of Eger (1867 and Gyula Benczúr’s The Baptism of Vajk (1875 are analysed.

  6. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2010-08-01

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

  7. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

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

  8. INFLUENCE OF BRAND EQUITY AND MOVIELIKING IN OVERRIDING IMPACT OF MISLEADING BRAND PLACEMENT TOWARD BRAND ATTITUDE

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-04-01

    Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a con- dition 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, 3 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 knowl- edge 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.

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

    Directory of Open Access Journals (Sweden)

    Sandra Maria Correia Loureiro

    2014-12-01

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

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

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-02-01

    Full Text Available Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.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.

  11. Prevalence of malocclusions in Hungarian adolescents.

    Science.gov (United States)

    Gábris, Katalin; Márton, Sándor; Madléna, Melinda

    2006-10-01

    The aim of this epidemiological study was to assess the prevalence of malocclusion, associated caries experience, and level of oral hygiene in the Hungarian population using the World Health Organisation (WHO) questionnaire designed to assess dentofacial anomalies. A total of 483 adolescents (289 girls, 194 boys), aged 16-18 years, were assessed. Orthodontic anomalies were detected in 70.4 per cent of the sample. Crowding and spacing were observed in 14.3 and 17 per cent, respectively, with the latter being more prevalent in the maxilla than in the mandible (10.4 and 2.9 per cent, respectively). A Class I occlusion was found in 52.8 per cent of the subjects. A half cusp anomaly in the antero-posterior molar relationship was more prevalent than a full cusp anomaly (26.9 and 20.3 per cent, respectively). The decayed, missing, and filled teeth (DMFT), the decayed, missing, and filled surfaces (DMFS), and the visible plaque indices scores (VPI) of the 340 adolescents with malocclusion were significantly higher (P adolescents who displayed no anomalies. The prevalence of malocclusion in the Hungarian population seems to be comparable with other European communities.

  12. Ottoman-Hungarian Conflict through Venetian Eyes

    Directory of Open Access Journals (Sweden)

    N. Zeynep YELÇE

    2017-04-01

    Full Text Available The new phase in Ottoman-Hungarian relations starting with the ascension of Süleyman I and the following period of conflict have been thoroughly examined by scholars; causes and effects have been analyzed; and the process has been evaluated in a wide array of perspectives ranging from evaluations as a process of glorious conquest to a process of tragic enslavement. This paper moves away from such grand narratives to explore the way the process was perceived by contemporaries as they lived through the conflict. As such, this paper focuses on the letters of Lorenzo Orio, the Venetian ambassador in Buda between 1519-1523. From his arrival in Buda on June 5, 1519, to his presentation of his report to the Pregadi on December 22, 1523; Orio has been a close witness of the relations and conflicts between the Ottomans, Habsburgs, and the Hungarians. The information offered by Orio in these tumultuous times, as he tried to present a neutral stance for Venice, has not only added to the soft power of Venice but presents us the experience and perception of an era. In other words, it opens a window to the rumors, gossip, fears, and hopes in the daily lives of the contemporaries.

  13. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

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

  14. AN OVERVIEW OF BRANDING STRATEGIES

    Directory of Open Access Journals (Sweden)

    Ebru SÖNMEZ

    2010-06-01

    Full Text Available Brand strategies, a broad range of products which is of great importance for businesses. On account of this in this study, the literature covered in brand strategies, examining, Aaker and Joachimsthaler in 1997 Kapferer developed brand strategy based on creating the brand relationship spectrum is discussed. Aaker and Joachimsthaler, presented four options in terms of brand strategies. These four options; the house of brands, enorsed brand, subbrands and branded house strategy. Morever, brand of these four strategies are examined in nine sub-categories.

  15. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

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

    2008-01-01

    This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...

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

    Directory of Open Access Journals (Sweden)

    Duncan Guest

    Full Text Available 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.

  17. 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

  18. 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.

  19. Nonprofit brand strength’s moderational role

    OpenAIRE

    Walter Wymer

    2015-01-01

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

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

    OpenAIRE

    Lim, Yu Mi

    2013-01-01

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

  1. Branding a family business

    OpenAIRE

    Pohjola, Matti

    2016-01-01

    This master’s thesis main object was to understand better the very little researched topic: branding a family business. The main aim was to seek the values used behind family business that are the family values used in the brand and how the branding has been implemented in a family company. A qualitative method was chosen for this research for an interpretative analysis of the subject. Five family companies were chosen for the interviews. All these family companies are known Fi...

  2. 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...

  3. Win Market by Brand

    Institute of Scientific and Technical Information of China (English)

    FENG Zhende

    2002-01-01

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

  4. Does brand differentiate pharmaceuticals?

    Science.gov (United States)

    Bednarik, Josef

    2005-12-01

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

  5. Design and Iconic Brands

    Directory of Open Access Journals (Sweden)

    2015-11-01

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

  6. 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....

  7. [Hungarian Diet and Nutritional Status Survey 2014. I. Nutritional status of the Hungarian adult population].

    Science.gov (United States)

    Erdei, Gergő; Kovács, Viktória Anna; Bakacs, Márta; Martos, Éva

    2017-04-01

    The Hungarian Diet and Nutritional Status Survey examines the obesity prevalence, dietary habits and, since 2014, physical activity in Hungarian adults in every 5 years. The survey provides national data representative by age and gender, based on anthropometric measurements and international standards. In 2014, nearly two-thirds of adults were overweight or obese. 28.2% of men and 31.5% of women were obese. Prevalence of morbid obesity were 2.6% and 3.3% in men and women, respectively. Abdominal obesity was more prevalent among women than men (55% vs. 38%), and the rate was increasing with age in both genders. In elderly, 55% of men and almost 80% of women were abdominally obese. In conclusion, the prevalence of overweight, obesity, and abdominal obesity is high in Hungarian adults. In order to tackle obesity, we need to obtain representative and measured data, which form the basis of targeted interventions and the assessment of their impact. Orv. Hetil., 2017, 158(14), 533-540.

  8. Where will Luxury Brands Go?

    Institute of Scientific and Technical Information of China (English)

    2009-01-01

    In the face of the recent global economic crisis, many people still have great enthusiasm for luxury brands despite the declining profits of many luxury brands. But how to seize the eye of God? Many luxury brand

  9. Brand Relationships 2.0

    DEFF Research Database (Denmark)

    Ringberg, Torsten; Bjerregaard, Stine

    Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...

  10. 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).

  11. A Reconceptualization of Brand Image

    OpenAIRE

    J. Lucy Lee; Jeffrey D. James; Yu Kyoum Kim

    2014-01-01

    Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing with regard to brand image measurement and subsequent assessment of brand equity and brand positioning. A revised definition is proposed¡ªthe sum of a customer¡¯s perceptions about a brand generated by ...

  12. CREDIT LEVEL INFLUENCING FACTORS AT HUNGARIAN FARMS

    Directory of Open Access Journals (Sweden)

    Toth Jozsef

    2012-12-01

    Full Text Available In this paper we estimate the impact of different factors on creditability of agricultural farms. According to the literature the collateral (tangible assets, the farm size, productivity, and subsidies should have significant effects on farm loans. We use data from the Hungarian Farm Accountancy Data Network to test our two hypotheses and theoretical assumptions for the period 2001-2010. Because of using panel data, we do our estimations using fixed effects econometrics model to test our assumptions. The results indicate that the chosen factors have significant influence on total liabilities and short- and long-term loans as well. With specially interest of subsidies the growing level of supports decrease the need of other financial tools. At output factors (inclusive farm size have significant and positive effect, same as collateral (tangible assets.

  13. Progressive Dyslexia: Evidence from Hungarian and English

    Science.gov (United States)

    Druks, Judit; Aydelott, Jennifer; Genethliou, Marios; Jacobs, Helen; Weekes, Brendan

    2012-01-01

    We report a patient with non-fluent Primary Progressive Aphasia who was premorbidly literate in two alphabetic scripts, Hungarian (L1) and English (L2). Testing was performed over a two-year period to assess the impact of progressive illness on oral reading and repetition of single words. Results showed significant decline in oral reading in both languages, and an effect of language status in favour of oral reading in L1. Phonological complexity was a significant predictor of oral reading decline in both languages. Of interest, we observed an effect of language status on task performance whereby repetition was better in L2 than L1 but oral reading was better in L1 than L2. We conclude that language status has an effect on repetition and oral reading abilities for bilingual speakers with non-fluent Primary Progressive Aphasia. PMID:22713383

  14. [Hungarian psychiatry in the light of the Hungarian Presidency of the Council of the European Union].

    Science.gov (United States)

    Kurimay, Tamás

    2010-01-01

    In order to get an accurate picture of mental health and psychiatric care, the article reviews the relevant structures and functioning of the European Union. It examines a few, important professional events that reflect the gaining significance of the issue of mental health within the EU; the 2005 World Health Organization's European Ministerial Conference, the 2008 European Pact for Mental Health and Well-being, and the results of the so-called Thematic Conferences. For the future of the European Union, the articles stresses the crucial need for the continuing research and development, and highlights the benefits of the European Research Region an its framework programmes especially in the fields of brain research and mental health research. The issue of mental health, its care providing system, and the atmosphere of the work place, as the surveying of the Eurobarometer underscored, should be treated as priorities for the EU and during the Hungarian presidency. The programme of the Hungarian Presidency of the Council of the European Union provides priority to the presentation of the European Pact for Mental Health and Well-being to the Council Conclusion, as well as to the organization of a priority research presidential conference on the regions R and D, entitled "Discovery research in neuropsychiatry: depression, anxiety and schizophrenia in focus." The articles emphasizes the challenges of Hungarian psychiatry, first and foremost the difficulties of human resources, the theoretical context and determined perspectives for the establishment of the new National Psychiatry and Addictology Institute, the need of the move towards GP's and community care, and the importance of the cooperation with civil organizations, and scientific information gathering. The given tasks can only be achieved along with the professional development of psychiatry, with a change of perspectives towards EU since a concentrated multi level allocation of resources is only possible in the

  15. Water cycle investigations in Hungarian forest ecosystems

    Institute of Scientific and Technical Information of China (English)

    Judit Sitkey

    2006-01-01

    From the biological point of view the value of autotrophy plant association is determined by the carbon fixation and the carbon cycle. Among the plant associations of Hungary, forest has the largest biological carbon fixation and carbon cycle. In general,the annual water cycle is the key factor in the organic material production of the Hungarian forests. The most intensive water consumption and organic material production take place from May till July, which period is named main water consumption and respectively main growing period. In Hungary the categories of the forest climate are characterized by main tree species and based on the forest climate covers 8% of the forest area, hornbeam-oak forest climate covers 22%, sessile oak-Turkey oak forest climate covers48% and forest steppe climate covers 22%. Partly in the frame of ICP-Forests, the Department of Ecology in the Forest Research Institute carries out long term, complex ecophysiological investigations on several sample plots (so-called basic plots) throughout the whole country. The organic material production (growth), the nutrient and water cycle, the measurements of air pollutants and meteorological parameters, as well as chemical analyses are all part of the investigations. As a comparison the figure of two basic plotsforest steppe climate in the hydrological year of 2001-2002. In the Hungarian forest 60%-70% of the precipitation is used for interception, evaporation, and in the vegetation season, for the transpiration both in beech and forest steppe climate. From other point of view, only 30%-40% of the open air precipitation infiltrates into the soil and can be utilized by the forest.

  16. Regional Disparities along the Romanian-Hungarian Border Region

    Directory of Open Access Journals (Sweden)

    EGON NAGY

    2006-01-01

    Full Text Available The paper presents the actual state and condition of territorial inequalities at the Romanian-Hungarian border region, which shows - at present - an evident advantage of the Hungarian side, from the point of view of complex socio-economical aspects. This advantage is especially outstanding for the Hungarian side in the field of infrastructural supply (drinking water, natural gas, and public sewage networks, but it is valid for some characteristics of human capital, too, (above all, with regard to the illiteracy rate and the proportion of highly skilled persons with bachelor degree. Despite these difficulties, these inequalities are not insurmountable and should not affect efficient cross-border cooperation between the two countries. This regional inventory facilitates the evaluation of the starting-point of this kind of cooperation and also depicts some aspects of the interregional cooperation of the four counties north of the Romanian-Hungarian border region which belong to the Carpathian Euroregion.

  17. New Features of Educational Media Development in Hungarian Secondary Education.

    Science.gov (United States)

    Benedek, Andras

    1994-01-01

    The development of educational technology media in Hungarian secondary education is discussed in terms of changing general pedagogical requirements; the influence of interactivity on teaching procedures; training teachers and developing educational media; and new statutory frameworks. (AEF)

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

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

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

  19. Brands savner fotostil

    DEFF Research Database (Denmark)

    Risager Rasmussen, Ulla

    2016-01-01

    Logo, typografi, det 5. element og farver repræsenterer det visuelle udtryk for et brand, det ved vi. Vi ved også at billeder er et uhyre vigtigt virkemiddel i markeds- føringen af produkter, oplevelser og services. Alligevel mangler mange brand guidelines en definition af billedkoncept og fotostil....

  20. Judgments of brand similarity

    NARCIS (Netherlands)

    Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS

    This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the

  1. 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

  2. Branded content infantil

    Directory of Open Access Journals (Sweden)

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Full Text Available Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  3. Branding og designmanagement

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Præsentation af en brand management model, der viser, hvordan integration af design og brand management gennem hele produktudviklingsprocessen fremmer udviklingen af en konsistent brandoplevelse. Modellen er udviklet på baggrund af dybdeinterview med 37 ledere af spanske virksomheder, der er ke...

  4. Corporate identity. Brand designs.

    Science.gov (United States)

    Mathieson, Steve

    2004-02-19

    The past two years have seen a steadily more consistent brand identity for the NHS. Branding will become more important as foundation status and PCT commissioning makes acute hospitals more competitive. This has put pressure on some trusts that have their own strong identities.

  5. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party...

  6. Revitalizing brands and brand : 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

  7. Judgments of brand similarity

    NARCIS (Netherlands)

    Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS

    1998-01-01

    This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the formatio

  8. Innovation and Internationalization of Hungarian SMEs in the IT Industry

    Directory of Open Access Journals (Sweden)

    Csonka László

    2014-10-01

    Full Text Available The aim of this paper is to look at the extent and type of internationalization among Hungarian information technology (IT small- and medium-sized enterprises (SMEs and the possible relationship between the degree of innovativeness and the internationalization of these companies. Information technologies play an important role in the Hungarian economy: this sector is one of the most R&D intensive industries in which many SMEs are active.

  9. Excise Tax Overshifting in the Hungarian Beer Market

    OpenAIRE

    Bakó, Barna; Berezvai, Zombor

    2013-01-01

    We conduct this paper on excise tax shifting in the Hungarian beer market. Using a regression model we show that tax overshifting occurs in this market. We present a model with oligopolistic competition to explain how tax overshifting can occur because of the separated vertical structure. Our results suggests that Hungarian beer producers compete in Bertrand fashion and the hypothesis of collusion between beer producers can be rejected.

  10. 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...

  11. TOURIST DESTINATION BRANDING

    Directory of Open Access Journals (Sweden)

    Andrijana Mrkaić

    2012-01-01

    Full Text Available The paper shows how the branding,as a process that identifies destinations and allowstourists to make a good choice between differentalternatives, fits into the contemporary marketingconcept. Movement of people and their urge totravel are biological needs which offer relaxationto tourists and result in greater cultural knowledge.Tourism is also reflected as social politics, throughthe benefits for employees. Tourism is ofimportance and branding makes it more expressed,because it is the brand through which numerousmarketing activities are coordinated, in order tobuild value and meet the expectations of tourists.Branding in tourism is a dynamic category that isin constant evolution, which requires better brandmanagement and strengthening and revitalizationof the brand.

  12. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

    Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...

  13. How global brands compete.

    Science.gov (United States)

    Holt, Douglas B; Quelch, John A; Taylor, Earl L

    2004-09-01

    It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.

  14. Co-branding: A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the cur

  15. Co-branding: A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the

  16. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

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

  17. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

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

  18. The Antecedents and Outcomes of Brand Love in Malaysian Context

    OpenAIRE

    Chin, Shih Yuan

    2013-01-01

    This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consum...

  19. The impact of brand communication on brand equity through Facebook

    OpenAIRE

    Schivinski, B; Dabrowski, D

    2015-01-01

    Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty ...

  20. Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

    Science.gov (United States)

    2016-06-01

    in the same 24-hour period, thereby making brand exposure a percentage of the global news market-share. The percentage is important because the... BRANDS : UNDERSTANDING TERRORIST GROUP STRATEGIES THROUGH BRAND EXPOSURE by Bradley S. Greaver June 2016 Thesis Advisor: Camber Warren...REPORT TYPE AND DATES COVERED Master’s thesis 4. TITLE AND SUBTITLE TERRORIST GROUP BRANDS : UNDERSTANDING TERRORIST GROUP STRATEGIES THROUGH BRAND

  1. World Cup: Brands Gamble Began

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2010-01-01

    @@ Among the 32 national teams,there are only seven sports brands sponsors.Of them,the famous three sports brands Nike,Adidas and Puma gather together the sponsorship with 28 teams in total.Each brand features themselves with technology innovation or branding promotion strategy.

  2. Brand as an intangible asset

    OpenAIRE

    Shigina Natalya Sergeevna

    2012-01-01

    Purpose - determine the place and role of brand intangible assets. Methodology - investigations are analytical in nature. Results - the analysis of influence of the brand on a reputation for enterprise approaches to the evaluation of the brand as an asset, specify the value of the brand should be reflected in the balance sheet. Practical implications - these studies can be useful for any enterprise.

  3. Brand Management Nowadays

    OpenAIRE

    Silvia Delia OLARU; Gurgu, Elena

    2010-01-01

    Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer. In this sense, many wise marketers and brands will seek inspiration from brands that won in the Great Depression. That period saw a generation of shoppers completely transformed. Today’s recession, the likes of which most current day consumers and marketers have never seen or felt but only heard of, ...

  4. Semiotik for brand managers

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2013-01-01

    I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolske...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management....

  5. Building Brands Together

    DEFF Research Database (Denmark)

    Ind, Nicholas; Iglesias, Oriol; Schultz, Majken

    2013-01-01

    Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we...... created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because...... the research shows that managers have to see participants as integral to the brand....

  6. Nonprofit brand strength’s moderational role

    Directory of Open Access Journals (Sweden)

    Walter Wymer

    2015-03-01

    Full Text Available The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents and marketing outcomes (consequents. Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

  7. Retail Brand in China Market

    Institute of Scientific and Technical Information of China (English)

    Sayamon Worawutkhunchai

    2011-01-01

    @@ The purpose of this paper is to discuss why and how brand reputation influence customer in Chinese retail market.Brand reputation can be looked upon as a favorable and publicly recognized estimation of a product or a service.The paper is not specifically interested in the success of marketing itself,but more on whether brand reputation impacts brand loyalty which forms the bases of brand equity.

  8. China's First Luxury Brands Released

    Institute of Scientific and Technical Information of China (English)

    Richard Zhu

    2011-01-01

    @@ China now has its own luxury brands.The four brands Feitian (Moutai spirit), Yong-Qi Zitan (furniture), Rongbaozhai (works of art) and Dongding Oolong (tea) were released as the first Chinese luxury brands by the China Luxury Institute on Nov.11.Based on the Institute's investigation of over 500 enterprises and brands within over 30 kinds of industries like garments, tea, wine, china and jade, in combination with market questionnaire, the first four brands have made their debut.

  9. CONSUMER RELATIONSHIPS WITH RUTHLESS BRANDS

    OpenAIRE

    Power, John; Whelan, Susan; Davies, Gary

    2006-01-01

    The marketing and reputation literature has failed to investigate how brands with negative associations can build trusting relationships with consumers. Research into the measurement of product brand image is unbalanced and has focused on using only positive traits (Aaker, 1999; Batra et al. 1993; Bellenger et al., 1976), as the belief was that a brand could have significant brand equity when consumers held a favourable impression of the brand (Keller, 1993). However, it has been argued tha...

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

    National Research Council Canada - National Science Library

    Gerber, Charlene; Terblanche-Smit, Marlize; Crommelin, Tracey

    2014-01-01

    ... consumers (directly or indirectly) about the products or brands that companies offer. Mass media advertising has long been the cornerstone of most brand-building efforts (Joachimsthaler & Aaker 1997; Ouwersloot & Duncan 2008). Advertising represents the voice of a brand and is a means by which a brand can establish a dialogue and build relations...

  11. Soil-atmosphere relationships: The Hungarian perspective

    Science.gov (United States)

    Ács, Ferenc; Rajkai, Kálmán; Breuer, Hajnalka; Mona, Tamás; Horváth, Ákos

    2015-10-01

    This study discusses scientific contributions analyzing soil-atmosphere relationships. These studies deal with both the biogeophysical and biogeochemical aspects of this relationship, with biogeophysical aspects being in the majority. All of the studies refer either directly or indirectly to the fundamental importance of soil moisture content. Moisture has a basic influence on the spatiotemporal pattern of evapotranspiration, and so 1) on cloud formation and precipitation events by regulating the intensity of convection, and 2) on the trace-gas exchanges in the near-surface atmosphere. Hungarian modeling efforts have highlighted that soils in the Pannonian Basin have region-specific features. Consequently, shallow and deep convection processes are also, to some extent, region-specific, at least in terms of the diurnal change of the planetary boundary layer height and the spatial distribution of convective precipitation. The soil-dependent region-distinctiveness of these two phenomena has been recognized; at the same time the strength of the relationships has not yet been quantified.

  12. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing...... the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party...... heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates...

  13. 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...

  14. Brand Wins Honors

    Institute of Scientific and Technical Information of China (English)

    Shang Lin'aiyi

    2007-01-01

    @@ On September 11th, the outcome of "China's world famous brand" assessment, conducted by General Administration of Quality Supervision & Inspection & Quarantine, was announced in Beijing. Among the three winners, Bosideng Group is the only one representing China's apparel industry.

  15. 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...... Carnalentejana beef, as better on all quality cues and quality aspects than the other two store branded beefs. Preference for Carnalentejana beef stayed highly consistent even after the blind test, where consumers differentiated this beef from the other two beef brands on all sensory dimensions: taste......, tenderness, and juiciness, and chose it as the preferred one. Consumers utilized more perceived intrinsic cues to infer expected eating quality of store branded beefs....

  16. Brahms J. Hungarian Dances. London Symphony Orchestra, Neeme Järvi / Jonathan Swain

    Index Scriptorium Estoniae

    Swain, Jonathan

    1991-01-01

    Uuest heliplaadist "Brahms J. Hungarian Dances. London Symphony Orchestra, Neeme Järvi. Chandos MC ABTD 1496; CD CHAN 8885 (57 minutes). Brahms J. Hungarian Dances. Staatskapelle Berlin. Otmar Suitner." Denon CD CO- 74597 (53 minutes)

  17. Brahms J. Hungarian Dances. London Symphony Orchestra, Neeme Järvi / Jonathan Swain

    Index Scriptorium Estoniae

    Swain, Jonathan

    1991-01-01

    Uuest heliplaadist "Brahms J. Hungarian Dances. London Symphony Orchestra, Neeme Järvi. Chandos MC ABTD 1496; CD CHAN 8885 (57 minutes). Brahms J. Hungarian Dances. Staatskapelle Berlin. Otmar Suitner." Denon CD CO- 74597 (53 minutes)

  18. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    ? Essensen ved Black Friday er lave priser, og det er der ved første øjekast ikke mange brandingmuligheder forbundet ved, hvis man forstår branding som en måde at skabe ekstra værdi omkring sit produkt eller sin virksomhed. Som brand bliver man dog alligevel nødt til at forholde sig til konceptet, da det er...

  19. Brand patronage and loyalty patterns in store vs. manufacturer brands

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

    Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a considerable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above......-described objective, panel data from the soft-drinks market in Greece are used, with the premise to investigate brand performance and loyalty of store brands. Observed loyalty measures are benchmarked against predictions from the Dirichlet model (Ehrenberg, Uncles and Goodhardt 2004). The aim of this work is, first...

  20. A prospective study on the dimensions of global brands, brand equity and brand value

    OpenAIRE

    Motter Junior, Mario Divo

    2016-01-01

    This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about t...

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

    OpenAIRE

    Sandra Maria Correia Loureiro; Rui Lopes; Hans Ruediger Kaufmann

    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...

  2. Co-Branding between Luxury Fashion Brands and Mass Fashion Brands

    OpenAIRE

    Khaustova, Svetlana

    2012-01-01

    This master thesis investigates a relatively new phenomenon of co-branding between luxury and mass fashion brands. Through exploratory research of the fashion industry with respect to its main segments: luxury and mass fashion, specific and distinctive features of each segment are identified, in order to provide the basis for understanding the practice of fashion and the fashion branding. Further, a thorough study of co-branding in the framework of brand extension and strategic alliances iden...

  3. International Equity Portfolios and Currency Hedging: The Viewpoint of German and Hungarian Investors

    OpenAIRE

    Bugár, Gyöngyi; Maurer, Raimond

    2001-01-01

    In this paper we study the benefits derived from international diversification of stock portfolios from German and Hungarian point of view. In contrast to the German capital market, which is one of the largest in the world, the Hungarian Stock Exchange is an emerging market. The Hungarian stock market is highly volatile, high returns are often accompanied by extremely large risk. Therefore, there is a good potential for Hungarian investors to realize substantial benefits in terms of risk redu...

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

    Directory of Open Access Journals (Sweden)

    Amin Asadollahi

    2012-08-01

    Full Text Available 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 directly by brand attachment and indirectly by future purchase. In contrast, brand attachment is affected by current purchase and future purchase. And finally current purchase is affected by directly by future purchase. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness. These researchers recommend that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure consumers are satisfied with brand trust and feel attached to a brand. This is a cross-paradigm study and it is the first that combines two separate broad-based perspectives on brands in a simple comprehensive model for researchers and brand managers.

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

    Directory of Open Access Journals (Sweden)

    Shin Namju

    2014-01-01

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

  6. Pathology of Iran tourism Brand

    Directory of Open Access Journals (Sweden)

    helya barezani

    2013-08-01

    Full Text Available Destination branding is one the most challenging and attractive discussions place marketing and in the field of tourism marketing nowadays. Considering the plethora of advantages of branding concepts and activities for countries around the globe and high potentials of Islamic Republic of Iran as a tourism destination, in this paper authors have tried to assess the current situation of tourism brand and the effectiveness of branding activities in Iran based on Hankinson model (2004. To achieve the objectives of this research 102 members of Iranian DMO consisting of managers and experts in the respected subject have been questioned. Collected data were analyzed with mean comparing methods. Findings implicate that Core brand of Iran (including, brand personality, brand positioning and brand reality has serious problems and the degree of attention to branding activities and concepts is respectively too low. Based on our findings managerial and marketing recommends are presented.

  7. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    Directory of Open Access Journals (Sweden)

    Anca BUTNARIU

    2017-05-01

    Full Text Available Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate and limited understanding of contexts in which such contracts pay off. Our paper provides an extensive review of literature and research streams in ingredient branding, adding knowledge to theory and help for companies that need to establish and maintain a competitive advantage, by differentiating their offer on the markets they act on, in a globalized economy.

  8. Corporate Brand Identity in SMEs

    DEFF Research Database (Denmark)

    Mäläskä, Minna; Jones, Richard Ian

    studies. The research is important since it suggests an iterative and co-creative approach to brand identity. A typology of brand identity formation for SMEs is presented: entrepreneur driven, market driven, stakeholder driven. Practical implications: The three paths to creating a strong brand identity......Purpose: To study the emergence of corporate brand identity in SMEs and to develop a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity. Design / Methodology / Approach : Existing approaches to brand identity are summarised. A narrative...... approach to understanding the emergence of brand identity is employed in case studies of 10 case companies reflecting both B-to-B and B-to-C companies. Findings: In all cases we see that brand identity is not a clear, enduring identity as suggested in the literature but is formed in a co-creative process...

  9. Marketing Communication dan Brand Awareness

    Directory of Open Access Journals (Sweden)

    Dominikus Tulasi

    2012-03-01

    Full Text Available The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an individual consumer's perspective a brand has no equity unless the consumers is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.

  10. [How to help and promote Hungarian medical publications?].

    Science.gov (United States)

    Rurik, Imre

    2010-02-07

    The journal impact factor (IF) is often recognized as a symbol of scientific prestige and relevance. However it is greatly influenced by the field or scope of journals, publisher, scientific, editorial, and economic background. Although there are many suggestions to modify the most important scientometric parameter, it is widely used to compare journals, individuals, departments, scientific outputs to judge academic promotions, grant allocations, awarding appointments. Most of the researchers use international database searching relevant publication, which will be cited in their own paper. Unfortunately these international databases refer only few Hungarian journals. It is recommended to develop and maintain a Hungarian Electronic Medical Bibliography, divided by the field of scientific interest (e.g., diabetology, gastroenterology, public health, urology etc.). Authors can upload the list or full text of publications, if copyright agreements allow, and search other Hungarian papers for citation, to promote each others. Organizer, manager, host and supporters of this database are very welcomed.

  11. Hollywood on the Danube: Hungarian Filmmakers in a Transnational Context

    Directory of Open Access Journals (Sweden)

    Catherine Portuges

    2012-01-01

    Full Text Available Exile, emigration and displacement have marked the trajectories of Hungarian filmmakers over the past century. Michael Curtiz, the Korda brothers—Alexander, Vincent and Zoltán—André de Toth, Emeric Pressburger, Vilmos Zsigmond, Miklós Rózsa, Peter Lorre, Géza von Radvány and other talented artists have crossed borders, cultures and languages, creating such classics as Casablanca, Somewhere in Europe, The Red Shoes and The Lost One. The legendary sign posted in Hollywood studios read: "It is not enough to be Hungarian, you have to have talent, too!" Accompanied by film extracts, rare footage, personal interviews, archive photographs, and documentary materials, my presentation explores the transnational odysseys of these Hungarian directors, producers, cinematographers, composers, actors and screenwriters whose artistic contributions became an indispensable part of international cinema, suggesting that the challenges of emigration may also offer opportunities for critique, self-examination and artistic creativity.

  12. Development of the security system of the new Hungarian banknotes

    Science.gov (United States)

    Peterfi, Sandor

    2000-04-01

    The more than 75 year old Hungarian Banknote Printing Corporation is an enterprise with a rich history. It is located in the very center of the capital, only some blocks away form the Parliament. Most people on this side of the Atlantic may not even have heard about the Hungarian currency, the Forint. Some may remember that after the WWII it was Hungary, where the severest hyperinflation in the world took place. As we come from a manufacturing company , we can give you information about deliberation and experiences of application of optically variable features on banknotes and some observations made in the past two years since the new Hungarian bank note series is ins circulation.

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

    National Research Council Canada - National Science Library

    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...

  14. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    Directory of Open Access Journals (Sweden)

    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.

  15. DEVELOPMENT POSSIBILITIES OF THE HUNGARIAN-UKRAINIAN

    Directory of Open Access Journals (Sweden)

    Pasztor Szabolcs

    2012-12-01

    Full Text Available Thanks to the all pervasive globalisation trends previous state borders have become more permeable and subject to change. As borders disappear previously separated borderlands can unite and form a spatial unit where more increased economic interactions could integrate both sides to the global economy.The European continent is such a case which previously had been puctuated by strong state borders. Today the continent sees the physical and intellectual disappearance of borders. Regional integrations – like the European Union – spur this process and helps the integration of borderland inside and outside of the common market. The creation of a common market was a huge success and still a great deal of benefits are anticipated from the fulfillment. We are not taken by surprise when we see a massive increase in the number of border related studies and researchers. This field is very popular today. However the difference between Western and Eastern Europe is huge because eastern state borders are still strong or they link peripheral regions. There - under the communist times- border crossings were restricted and trade links were quite poor. No wonder that the tendencies of the past are still determining. This paper focuses on of one the most peripheral external borderland of the Schengen zone: the Hungarian-Ukrainian borderland. Expectations are running high and the disappearance of the border is a long-awaited hope. First I take into consideration the relevant economic theory in connection with more intense borderland dynamics. In the literature the trade theory, new economic geography and the traditional location theory approach this question. The approaches do not give coherent and clear-cut answers so I have to turn my attention to different empirical approaches. These show huge heterogeneity depending on the nature and character of the borderlands. In the mentioned case, settlement-level data are not fully available so I conduct a

  16. Sustainable Brand-Based Innovation

    DEFF Research Database (Denmark)

    Nedergaard, Nicky; Gyrd-Jones, Richard

    2013-01-01

    . On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii....... Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.......The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation...

  17. Global brands: a brief review

    Directory of Open Access Journals (Sweden)

    Martín Hernani-Merino

    2015-12-01

    Full Text Available Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012. Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003. Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.

  18. Executing the Perfect Retail Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Rygaard Jonas, Louise

    focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in-depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by understanding the complex interplay of identities between occupational groups......The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...

  19. 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...

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

    Directory of Open Access Journals (Sweden)

    Sem Christina Hawila Sibagariang

    2010-09-01

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

  1. Named Entity Recognition in a Hungarian NL Based QA System

    Science.gov (United States)

    Tikkl, Domonkos; Szidarovszky, P. Ferenc; Kardkovacs, Zsolt T.; Magyar, Gábor

    In WoW project our purpose is to create a complex search interface with the following features: search in the deep web content of contracted partners' databases, processing Hungarian natural language (NL) questions and transforming them to SQL queries for database access, image search supported by a visual thesaurus that describes in a structural form the visual content of images (also in Hungarian). This paper primarily focuses on a particular problem of question processing task: the entity recognition. Before going into details we give a short overview of the project's aims.

  2. Abstracts of the 27th Hungarian conference on rabbit production

    Directory of Open Access Journals (Sweden)

    Abstracts, Conferences, Congresses, Symposiums...

    2015-12-01

    Full Text Available About 100 participants took part in the 27th Hungarian Conference on Rabbit Production at Kaposvár, organised by the Kaposvár University, the Hungarian Branch of the WRSA and the Rabbit Production Board. This is the largest and most popular event for rabbit breeders in Hungary. Thirteen papers were presented by senior and young scientists. Topics of the papers covered almost all fields of rabbit research (production, housing and welfare, reproduction, genetics, nutrition. Full papers are available from the organiser (matics.zsolt@ke.hu on request.

  3. Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

    Institute of Scientific and Technical Information of China (English)

    Bixia LUO; Chong GONG; Licong CAO

    2016-01-01

    In this paper,the concept of perceived trust was adopted to investigate the relationship between brand crisis type and brand attitude; what’s more,the paper considered the moderating effect of consistency of negative word of mouth on the relationship between the aforementioned two. Empirical study results showed that compared with values-related brand crisis,performance-related brand crisis had a more significant effect on consumers’ perceived competence-based trust and there were no significant differences in the negative effects of two types of brand crisises on consumers’ perceived benevolence-based trust. In addition,consumers’ perceived competence-based and benevolence-based trust had a positive effect on brand attitude and consistency of negative word of mouth played a moderating role in the relationship between brand crisis type and brand attitude.

  4. The effects of service brand dimensions on brand loyalty

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    2014-01-01

    influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same...

  5. Brand society – How brands transform management and lifestyle

    Directory of Open Access Journals (Sweden)

    Sara Brorström

    2012-01-01

    Full Text Available

    Martin Kornberger

    Brand society – How brands transform management and

    lifestyle

    Cambridge University Press, 2010. 308 sidor, häftad. ISBN: 9780521726900.

  6. 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.

  7. 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.

  8. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    OpenAIRE

    Urošević, Snežana; Bruno ZAVRŠNIK

    2014-01-01

    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 whe...

  9. Co-branding: A brand partnership and a new product

    OpenAIRE

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the current literature on cobranding focuses on either the creation (i.e., NPD literature) or the introduction (i.e., marketing literature) of the product. As new product success partly depends on a prope...

  10. Distinguishing implicit from explicit brand attitudes in brand placement research

    NARCIS (Netherlands)

    Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.

    2016-01-01

    Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the

  11. Distinguishing implicit from explicit brand attitudes in brand placement research

    NARCIS (Netherlands)

    Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.

    2016-01-01

    Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the

  12. Building "Brand Me": Creating a Personal Brand Statement

    Science.gov (United States)

    Stanton, Angela D'Auria; Stanton, Wilbur W.

    2013-01-01

    Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

  13. Building "Brand Me": Creating a Personal Brand Statement

    Science.gov (United States)

    Stanton, Angela D'Auria; Stanton, Wilbur W.

    2013-01-01

    Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

  14. Integrating Branding Strategy Across Markets, Building International Brand Architecture

    NARCIS (Netherlands)

    Douglas, S.P.; Craig, S.; Nijssen, E.J.

    2001-01-01

    Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other

  15. Personal branding through leadership

    Directory of Open Access Journals (Sweden)

    Milovanović Svetislav

    2015-01-01

    Full Text Available The main idea of this study is to demonstrate that leadership is increasingly becoming an important and current global phenomenon known as personal branding. Leadership is of utmost importance for each human activity, and even for the entire progress of humanity which has always moved forward thanks to people and, naturally, great endeavors of great people. Leadership is what makes the world go round. Although a personal branding investigated in terms of defining, describing various practices and the growing importance of the use of these techniques, there is still a gap in the scientific literature regarding how technology advancement in the business to take advantage of the positioning of the individual in the global market. Therefore, the primary objective of this paper provide new insights into the personal branding that will be useful for the academic community and provide conclusions for its practical application in entrepreneurship.

  16. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    neighbourhoods stories of authenticity seems to be of great importance giving value and identity to place and people. By way of design and branding new places are implied with notions of the real, the original and the unique referring to e.g. its historical past, architectural uniqueness, sustainability or sense......How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... the relation and interplay between the two. This study strives to fill this gap by ethnographically tracing the process from design to occupancy including the role of branding as a means to create authenticity. The concept of authenticity is often associated with old houses and neighbourhoods, but also in new...

  17. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    Black Friday er et godt eksempel på, hvordan ikke kun produktbrands og corporate brands rejser på tværs af landegrænser, men også traditioner som Halloween, Valentines Day og i dette tilfælde den ultimative tilbuds-fredag, som i USA går under navnet Black Friday. Men hvad er Black Friday i Danmark......? Essensen ved Black Friday er lave priser, og det er der ved første øjekast ikke mange brandingmuligheder forbundet ved, hvis man forstår branding som en måde at skabe ekstra værdi omkring sit produkt eller sin virksomhed. Som brand bliver man dog alligevel nødt til at forholde sig til konceptet, da det er...

  18. Branding til kritiske forbrugere

    DEFF Research Database (Denmark)

    Hermansen, Judy; Østergaard, Per

    2009-01-01

    Mange forbrugere tager idag aktivt og bevidst stilling til alle dimensioner ved brandet. Denne forbrugertype har fået betegnelsen 'den refleksive forbruger' og er karakteriseret ved hele tiden at medreflektere alle aspekter af brandarkitekturen, når han eller hun køber og forbruger brands. Den...... refleksive forbruger er udtryk for en ny, kritisk forbrugerbevidsthed, som stiller skærpede krav til, hvordan brand management kan adressere forbrugerne - men som også giver nye spillerum for en kreativ udvikling af nye brandingstrategier. Den refleksive forbruger lever nemlig med et konstant, eksistentielt...... refleksive forbruger er tværtimod dybt afhængig af produkter, der kan "brande" ham som anderledes end alle mainstreamforbrugerne, der bare køber alt, hvad mainstreamvirksomhederne forsøger at prakke dem på. Den refleksive forbruger er med andre ord en Feinschmecker og i lighed med - eller måske rettere i...

  19. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... the relation and interplay between the two. This study strives to fill this gap by ethnographically tracing the process from design to occupancy including the role of branding as a means to create authenticity. The concept of authenticity is often associated with old houses and neighbourhoods, but also in new...... neighbourhoods stories of authenticity seems to be of great importance giving value and identity to place and people. By way of design and branding new places are implied with notions of the real, the original and the unique referring to e.g. its historical past, architectural uniqueness, sustainability or sense...

  20. Bayesian inference of genetic parameters on litter size and gestation length in Hungarian Landrace and Hungarian Large White pigs

    Directory of Open Access Journals (Sweden)

    Zoltán Csörnyei

    2010-01-01

    Full Text Available Genetic parameters of number of piglets born alive (NBA and gestation length (GL were analyzed for 39798 Hungarian Landrace (HLA, 141397 records and 70356 Hungarian Large White (HLW, 246961 records sows. Bivariate repeatability animal models were used, applying a Bayesian statistics. Estimated and heritabilitie repeatabilities (within brackets, were low for NBA, 0.07 (0.14 for HLA and 0.08 (0.17 for HLW, but somewhat higher for GL, 0.18 (0.27 for HLA and 0.26 (0.35 for HLW. Estimated genetic correlations between NBA and GL were low, -0.08 for HLA and -0.05 for HLW.

  1. Bayesian inference of genetic parameters on litter size and gestation length in Hungarian Landrace and Hungarian Large White pigs

    OpenAIRE

    Zoltán Csörnyei; László Csató; János Farkas; Ino Curik; István Nagy

    2010-01-01

    Genetic parameters of number of piglets born alive (NBA) and gestation length (GL) were analyzed for 39798 Hungarian Landrace (HLA, 141397 records) and 70356 Hungarian Large White (HLW, 246961 records) sows. Bivariate repeatability animal models were used, applying a Bayesian statistics. Estimated and heritabilitie repeatabilities (within brackets), were low for NBA, 0.07 (0.14) for HLA and 0.08 (0.17) for HLW, but somewhat higher for GL, 0.18 (0.27) for HLA and 0.26 (0.35) for HLW. Estimated...

  2. Corporate Branding and Corporate Reputation

    DEFF Research Database (Denmark)

    Karmark, Esben

    2013-01-01

    Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through o...... for corporate brands and corporate communication.......Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through...... organizational culture and identity, and how, although characterized by parallel developments, new ideas and models from a “third” wave of corporate branding challenge prevailing assumptions of corporate reputation particularly in terms of the assumptions that reputations emerge from authentic and transparent...

  3. The construction of Brand Denmark

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2015-01-01

    In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via...... its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how...... the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity....

  4. 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

  5. Brand Development Suggestions of Chinese Clothing Enterprises

    Institute of Scientific and Technical Information of China (English)

    张霞; 陈素英

    2013-01-01

    According to the analysis of the current situation and problems of Chinese clothing brand, the corresponding measures are raised from three aspects of brand positioning, brand broadcast and brand extension strategy. Some guidance and reference value is provided for the brand building and upgrading of Chinese clothing brand.

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

    Directory of Open Access Journals (Sweden)

    Arslan Rafi

    2011-11-01

    Full Text Available 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 establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e., Brand Awareness and Brand Association, on creation of Brand Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and promoting new brands. Finding of this research imply that for achieving desirable outcome through creation of Brand attachment and Brand Attitude Strength n the target audience and for designing more effective and fruitful strategies, managers and policy makers should pay more focus on creating strong Knowledge metrics amongst the target audience.

  7. Brand Management Strategy in Services

    OpenAIRE

    Ondrušová, Petra

    2012-01-01

    This thesis deals with the brand programmes functioning in the Czech Republic. The first part contains basic theoretical brand management grounds, marketing research and its plan creation. Furthermore there are analysed particular brand programmes on the European, national and regional level in the thesis. The following part is marketing research which is concerned with the respondents' consumable behaviour, European brand programmes knowledge and popularity of the Poutnik brewery. The final ...

  8. Branding the Brain

    DEFF Research Database (Denmark)

    Plassmann, Hilke; Ramsøy, Thomas Z.; Milosavljevic, Milica

    2012-01-01

    The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why...... researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection...... of neuroscience and consumer psychology....

  9. How we Relate to Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    In three experiments, this research provides new insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to their beloved brands. The authors propose that emotional arousal decreases over the brand relationship span, while inclusion of the br...

  10. Where will Luxury Brands Go?

    Institute of Scientific and Technical Information of China (English)

    Nie Ting

    2009-01-01

    @@ In the face of the recent global economic crisis,many people still have great enthusiasm for luxury brands despite the declining profits of many luxury brands.But how to seize the eye of God? Many luxury brand manufacturers will have to reconsider this.

  11. Case Marking in Hungarian Children with Specific Language Impairment

    Science.gov (United States)

    Lukács, Ágnes; Kas, Bence; Leonard, Laurence B.

    2013-01-01

    This study examines whether children with specific language impairment (SLI) acquiring a language with a rich case marking system (Hungarian) have difficulty with case, and, if so, whether the difficulty is comparable for spatial and nonspatial meanings. Data were drawn from narrative samples and from a sentence repetition task. Suffixes were…

  12. "Unraveling Intercultural communication in an Hungarian cookie Company"

    DEFF Research Database (Denmark)

    Baca, Susan

    2009-01-01

    This paper presents a case study of a Hungarian company going through the double transition of having been recently acquired by a foreign corporation and, at the same time, reorienting its business approach from east to west. This juncture in time for Central and Eastern European companies, namel...

  13. Media Literacy and Cigarette Smoking in Hungarian Adolescents

    Science.gov (United States)

    Page, Randy M.; Piko, Bettina F.; Balazs, Mate A.; Struk, Tamara

    2011-01-01

    Objective: To assess smoking media literacy in a sample of Hungarian youth and to determine its association with current smoking and susceptibility to future smoking. Design: Quantitative cross-sectional survey. Setting: Four elementary and four high schools in Mako, Hungary. Method: A survey form was administered in regularly-scheduled classes to…

  14. US-Hungarian Relations Ten Years After 1956

    Directory of Open Access Journals (Sweden)

    Tibor Glant

    2016-10-01

    Full Text Available 1966, the tenth anniversary of the 1956 Revolution, was a key year in US–Hungarian relations. Diplomatic relations were raised from the lowest to the highest level, but suspicion and tension remained. Neither side knew what to expect from the other on account of the anniversary, the Vietnam War, economic and cultural negotiations, and the fate of Cardinal Mindszenty. A traditional diplomatic historical approach is supplemented here with cultural materials to present the full scale of contacts ranging from high political issues to the visit of Hollywood movie star Kirk Douglas in Budapest. First Secretary of the Legation for Press and Cultural Affairs Edward Alexander receives special attention, because he played a crucial role in the events of 1966. As press secretary, he helped calm Hungarian fears over what American journalists might report about the anniversary, while as cultural affairs officer he worked on documenting and expanding American cultural presence in Hungary. In the latter capacity, he opened the USIA Library at the Legation, fraternized with blacklisted painters of the Zuglói Kör [‘Zugló Circle’], monitored the Hungarian stage production of My Fair Lady, and reported on the publication of American literature in Hungarian.

  15. Medical Liability in the Light of New Hungarian Civil Code

    Science.gov (United States)

    Barzó, Tímea

    2015-01-01

    The number of medical malpractice lawsuits filed each year in Hungary has considerably increased since the change of regime. The judicial decisions and practices on determining and awarding wrongful damages recoverable for medical malpractices in the Hungarian civil law have been developing for decades.

  16. Long memory in the Croatian and Hungarian stock market returns

    Directory of Open Access Journals (Sweden)

    Silvo Dajčman

    2012-06-01

    Full Text Available The objective of this paper is to analyze and compare the fractal structure of the Croatian and Hungarian stock market returns. The presence of long memory components in asset returns provides evidence against the weak-form of stock market efficiency. The starting working hypothesis that there is no long memory in the Croatian and Hungarian stock market returns is tested by applying the Kwiatkowski-Phillips-Schmidt-Shin (KPSS (1992 test, Lo’s (1991 modified rescaled range (R/S test, and the wavelet ordinary least squares (WOLS estimator of Jensen (1999. The research showed that the WOLS estimator may lead to different conclusions regarding long memory presence in the stock returns from the KPSS and unit root tests or Lo’s R/S test. Furthermore, it proved that the fractal structure of individual stock returns may be masked in aggregated stock market returns (i.e. in returns of stock index. The main finding of the paper is that both the Croatian stock index Crobex and individual stocks in this index exhibit long memory. Long memory is identified for some stocks in the Hungarian stock market as well, but not for the stock market index BUX. Based on the results of the long memory tests, it can be concluded that while the Hungarian stock market is weakform efficient, the Croatian stock market is not.

  17. Media Literacy and Cigarette Smoking in Hungarian Adolescents

    Science.gov (United States)

    Page, Randy M.; Piko, Bettina F.; Balazs, Mate A.; Struk, Tamara

    2011-01-01

    Objective: To assess smoking media literacy in a sample of Hungarian youth and to determine its association with current smoking and susceptibility to future smoking. Design: Quantitative cross-sectional survey. Setting: Four elementary and four high schools in Mako, Hungary. Method: A survey form was administered in regularly-scheduled classes to…

  18. "Great Expectations:" The Motivational Profile of Hungarian English Language Students

    Science.gov (United States)

    Kormos, Judit; Csizer, Kata; Menyhart, Adrienn; Torok, Dora

    2008-01-01

    In this article we investigate what characterizes the language learning motivation of Hungarian English language students in terms of Dornyei and Otto's process model of motivation ("Motivation in Action," 1998). We used a mixed-method research design, in which qualitative interviews conducted with 20 students were supplemented with questionnaire…

  19. Linguistics in Language Teaching: The Case of Finnish and Hungarian

    Science.gov (United States)

    Tarsoly, Eszter; Valijarvi, Riitta-Liisa

    2011-01-01

    This paper discusses the role of various linguistic sub-disciplines in teaching Finnish and Hungarian. We sketch the profile of the two languages, including difficulties in learning and teaching them, and the context in which they are taught in the UK. Using examples from our own teaching, we argue that a linguistically oriented approach is well…

  20. Medical Liability in the Light of New Hungarian Civil Code

    Science.gov (United States)

    Barzó, Tímea

    2015-01-01

    The number of medical malpractice lawsuits filed each year in Hungary has considerably increased since the change of regime. The judicial decisions and practices on determining and awarding wrongful damages recoverable for medical malpractices in the Hungarian civil law have been developing for decades.

  1. Behaviour Profile of Hungarian Adolescent Outpatients with a Dual Diagnosis

    Science.gov (United States)

    Dinya, Elek; Csorba, Janos; Suli, Agota; Grosz, Zsofia

    2012-01-01

    The behaviour dimensions of 244 Hungarian adolescent psychiatric outpatients with a dual diagnosis (intellectual disability and psychiatric diagnosis) were examined by means of the adapted version of the Behaviour Problem Inventory (BPI, Rojahn, Matson, Lott, Esbensen, & Smalls, 2001). Four IQ subgroups were created: borderline, mild, moderate…

  2. Establishing Normative Reference Values for Handgrip among Hungarian Youth

    Science.gov (United States)

    Saint-Maurice, Pedro F.; Laurson, Kelly R.; Karsai, István; Kaj, Mónika; Csányi, Tamás

    2015-01-01

    Purpose: The purpose of this study was to examine age- and sex-related variation in handgrip strength and to determine reference values for the Hungarian population. Method: A sample of 1,086 Hungary youth (aged 11-18 years old; 654 boys and 432 girls) completed a handgrip strength assessment using a handheld dynamometer. Quantile regression was…

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

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-10-01

    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.

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

    Directory of Open Access Journals (Sweden)

    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. 

  5. PERAN BRAND IMAGESEBAGAI PEMEDIASI PENGARUH COUNTRY OF ORIGINPADA BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Pratiwi Ni Luh Putu Mira

    2015-10-01

    Full Text Available The aim of this study is to determine the mediating role of brand image on the influence of countryof origin on brand equity of Toyota car in Denpasar City. This research was conducted to 150 samples by implementing purposive sampling method. The data was collected by using instrument with 5 point Likert’s Scale. The data was analized with Structural Equation Modeling ( SEM technique. The results show that 1 country of origin has a positive effect on brand image, 2 country of origin is positively affect brand equi ty, 3 brand image is positively affect brand equity, and 4 brand image mediates the effect of country of origin on brand equity. It is recommended for Toyota Management to further highlight that Toyota is a made in Japan car with an image of developed countries. Additionally, Toyota  management can also improve  its brand image by making Toyota as the top brand award, so it will be able to increase the brand equityof the Toyota products.

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

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

    structural differences for the brand image dimensions of the city contingent upon the type of flagship project. Hence, this study shows (i) that different flagship projects have different image effects for the city brand and (ii) provides a novel method for measuring perceived place brand image effects...... (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...

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

    Directory of Open Access Journals (Sweden)

    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.

  8. [Psychometric properties of the Hungarian version of the Codependence Questionnaire].

    Science.gov (United States)

    Nagy, Anikó; Knapek, Éva; Balázs, Katalin; Kuritárné Szabó, Ildikó

    2014-01-01

    The purpose of this study is to assess the internal consistency of the subscales of the Hungarian Version of the Codependent Questionnaire (CdQ, Roehling & Gaumond, 1996). Thus, a reliable measurement of codependency for professionals become available in Hungary. The Hungarian Version of the Codependent Questionnaire enables professionals to identify codependent individuals. Our sample (N=137) was recruited from the general population and from self-help groups (82 individuals); and patients with borderline personality disorder (55 individuals) were recruited as clinical control group. The reliability of the questionnaire was assessed by Cronbach's alfa and principal component analysis. In addition, in order to investigate the latent structure, factors analyses and hierarchical cluster analysis were used. Based on our results, the Cronbach's alfa values of the subscales of 'control', 'reliability' and 'intimacy' indicate appropriate reliability, however, the subscale of 'enmeshment' indicates poor reliability. The originally assumed factor structure is not supported by the results of the statistical analyses. The subscales are not separate from each other, which is also indicated by the correlations of the total scores of the subscales. The reliability of the Hungarian Version of the Codependent Questionnaire is nearly identical to the original data, except for one subscale ('enmeshment subscale'). Based on these results the Hungarian Version of the Codependent Questionnaire is considered to be reliable. Besides the Hungarian adaptation, the strength of this study is the investigation of a clinical sample. The use of the questionnaire is recommended without the subscale of 'enmeshment' and further 5 items, and it is suggested to use as one scale.

  9. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

    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...

  10. Syv veje til branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Mange brandingbøger kommer med én bestemt opskrift på, hvad branding er for noget, og hvad det er for nogle strategier, man skal anlægge. Men der ligger altid mange antagelser bag de gode råd, som bare aldrig bliver sagt explicit. Hvilke antagelser bygger relationsteorien fx på? Eller Martin...

  11. Persona-fied brands

    DEFF Research Database (Denmark)

    Dion, Delphine,; Arnould, Eric

    2016-01-01

    We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate...

  12. Selling brand MD.

    Science.gov (United States)

    Hudson, T

    1999-08-01

    Health care is more than local, of course: It's personal. Recognizing the connections between doctors and patients as a potent form of brand loyalty, health systems are looking for ways to leverage those bonds--and encourage new ones--with special marketing campaigns.

  13. Branding and liberal autonomy

    NARCIS (Netherlands)

    Terlaak, E.

    2011-01-01

    Are you manipulated by branding campaigns? This book addresses this question by drawing on work in both philosophy and psychology. It does so from the perspective of the liberal state. As such, manipulation is understood as the violation of liberal autonomy. The central claims are that, on this defi

  14. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

    focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups...

  15. Branding: The Next Step

    Institute of Scientific and Technical Information of China (English)

    WAN LIXIN

    2006-01-01

    @@ The Ministry of Commerce (MOFCOM) and the Ministry of Finance (MOF) have pledged 7oo million yuan (US$86 million) this year toward the building of national brands and the protection of intellectual property rights (IPR), suggesting that the government,dissatisfied with China's role as a mere global production base, wants to move up the value chain.

  16. BRAND COMMUNICATION ON SOCIAL NETWORKS

    Directory of Open Access Journals (Sweden)

    Otilia-Elena PLATON

    2015-07-01

    Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.

  17. Building online brand perceptual map.

    Science.gov (United States)

    Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M

    2008-10-01

    Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.

  18. THE EFFECTS OF BRAND AUTHENTICITY ON BRAND PREFERENCES, CUSTOMER SATISFACTION AND BRAND LOYALTY: A STUDY ON COMPUTER BRANDS

    Directory of Open Access Journals (Sweden)

    Elif ÜLKER DEMİREL

    2015-07-01

    Full Text Available Abstract Today’s consumers have become more conscious and selective. They prefer to choose brands which have, make sense for them, differentiate themselves from other brands and have an authentic value. Become authentic is seen as crucial element for companies under these circumstances. However, despite the increasing importance of authenticity in terms of business and literature, there are limited numbers of studies in the extant literature. The aim of this research is to analyze effects of the concept of authenticity, which is an element that makes difference for brands in these days, on the consumer preferences, satisfaction degrees and brand loyalty. The survey was conducted to 415 personal computer owners and we aimed to investigate authenticity perception of computer brands. The proposed model was tested structural equation modelling (SEM. The results of this study show that consumers intend to prefer brands that offer a unique experience and deliver on their brand promises.

  19. STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    Directory of Open Access Journals (Sweden)

    ANDREEA MONICA STATE

    2016-08-01

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

  20. The lure of global branding.

    Science.gov (United States)

    Aaker, D A; Joachimsthaler, E

    1999-01-01

    As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brand-planning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity.

  1. Market Orientation as a Branding Strategy

    OpenAIRE

    Mellenius, Harriet

    2008-01-01

    This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. The latter brands are known to use advertising to create brand awareness. Fashion magazine attention was used as a measure of brand awareness. Data on the brand awareness was gathered by browsin...

  2. Nation branding and sustainable competitiveness of nations

    OpenAIRE

    2009-01-01

    Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation branding to achieve sustainable competitiveness of nations. Focusing on performance in nation branding, the dissertation develops a brand management model towards a systematic and strategic applicati...

  3. Are Consumer and Brand Personalities the Same?

    OpenAIRE

    Huang, H; Mitchell, V-W.; Elliott, R.

    2012-01-01

    Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology that focuses on each individual's perception of a brand (the brand × subject structure). The results reveal that consumers reflect th...

  4. Brand patronage and loyalty patterns in store vs. manufacturer brands

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

    , while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above......-described objective, panel data from the soft-drinks market in Greece are used, with the premise to investigate brand performance and loyalty of store brands. Observed loyalty measures are benchmarked against predictions from the Dirichlet model (Ehrenberg, Uncles and Goodhardt 2004). The aim of this work is, first...

  5. ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

    Directory of Open Access Journals (Sweden)

    Elia Ardyan

    2016-03-01

    Full Text Available Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1 Test the influence of brand experience on brand trust; (2 Test brand beliefs on brand loyalty; (3 Test on emotional attachment brand experience; (4 Test emotional attachment on brand trust; (5 Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1 Brand experience influenced brand trust positively and significantly; (2 The trust against a brand loyalty affect brand positively and significantly; (3 Brand experience have positive and significant effect on emotional attachment; (4 Emotional attachment affects brand trust positively and significantly; (5 Brand trust have the influence of brand loyalty positively but not significant.

  6. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    based on a framework of discourses regarding consumers' healthy eating and aims to explore these segments in terms of socio-demographic characteristics, health-oriented attitudes, type of associations with food and health, and perceptions of food healthfulness. Finally, the fourth study explores...... and obesity, as well as a number of other diseases. In recent years, the prevalence of such dietary-related diseases has increased. Therefore, measures to encourage consumers to eat more healthily are called for. 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...

  7. Ideology and brand consumption.

    Science.gov (United States)

    Khan, Romana; Misra, Kanishka; Singh, Vishal

    2013-03-01

    Do mundane daily choices, such as what brands people buy in a supermarket, reflect aspects of values and ideologies? This article presents a large-scale field study performed to determine whether traits associated with a conservative ideology, as measured by voting behavior and religiosity, are manifested in consumers' routine, seemingly inconsequential product choices. Our analysis of market shares for a variety of frequently purchased products shows that both of these measures of conservatism are associated with a systematic preference for established national brands (as opposed to their generic substitutes) and with a lower propensity to buy newly launched products. These tendencies correspond with other psychological traits associated with a conservative ideology, such as preference for tradition and the status quo, avoidance of ambiguity and uncertainty, and skepticism about new experiences.

  8. Badwill branding Denmark

    DEFF Research Database (Denmark)

    Mordhorst, Mads

    2016-01-01

    Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?......Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?...

  9. Strategic Brand Management: Building a Brand : Case Studio Tendance

    OpenAIRE

    Kostomarova, Viktoriya

    2015-01-01

    Today the fashion market is saturated with a great variety of brands. Therefore, consumers can compare quality, prices, availability, and choose those brands, which deliver the best value to them. It is quite difficult for a new company to gain attention of customers because many of them already have their preferences and even loyalty to some specific brands. What should an unknown company do in order to attract attention? How can it convince potential customers at least to try something new?...

  10. Brand loyalty in Smartphone

    OpenAIRE

    Forsido, Mulugeta Z

    2012-01-01

    Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the p...

  11. Brand Nostalgia and Consumers Relationships to Luxury Brands: A Continuous and Categorical Moderated Mediation Approach

    OpenAIRE

    Kessous, Aurélie; Magnoni, Fanny; Valette-Florence, Pierre

    2016-01-01

    International audience; This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two modera...

  12. ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

    OpenAIRE

    Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata

    2016-01-01

    Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this s...

  13. Brand Management : A qualitative study on branding in a SME

    OpenAIRE

    Bergström, Karl; Landgren, Jens; Müntzing, Felix

    2010-01-01

    Purpose The purpose of this thesis is to investigate how branding is exercised in a SME and to develop a model for how SMEs can implement branding. This means that we will especially focus on aspects that are important for a SME when building and strengthening a brand.   Background When looking at the concept of brand management, the wide range of literature gives examples of corporations such as Nike, Coca-Cola, and Apple who have been successful in the field. It rarely talks about how SMEs ...

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

    Directory of Open Access Journals (Sweden)

    Denisa, COTÎRLEA

    2014-11-01

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

  15. STRATEGI PERSONAL BRANDING FOTOGRAFER HOTEL DAN RESORT

    OpenAIRE

    GUSTAFIAN, THOMAS HENRY ADRIAN

    2014-01-01

    Identitas brand menjadi masalah penting dalam lingkungan bisnis yang semakin kompleks dan penuh dengan persaingan. Salah satu cara yang dapat dilakukan seorang entrepreneur untuk menunjukkan identitas brand adalah melalui personal branding. Strategi personal branding sangat dipengaruhi oleh konsep diri dan strategi komunikasi yang dimiliki oleh seorang entrepreneur. Tulisan ini menggambarkan bagaimana strategi personal branding mempengaruhi keberhasilan seorang entrepreneur

  16. 27 CFR 5.34 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 5.34 Section... Spirits § 5.34 Brand names. (a) Misleading brand names. No label shall contain any brand name, which... officer finds that such brand name (when appropriately qualified if required) conveys no...

  17. 27 CFR 7.23 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 7.23 Section... Beverages § 7.23 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name, then the name of the person required to appear on the brand label shall be deemed...

  18. ENVIRONMENTAL OBJECTIVE ANALYSIS, RANKING AND CLUSTERING OF HUNGARIAN CITIES

    Directory of Open Access Journals (Sweden)

    LÁSZLÓ MAKRA

    2008-12-01

    Full Text Available The aim of the study was to rank and classify Hungarian cities and counties according to their environmental quality and level of environmental awareness. Ranking of the Hungarian cities and counties are represented on their „Green Cities Index” and „Green Counties Index” values. According to the methodology shown in Part 1, cities and counties were grouped on different classification techniques and efficacy of the classification was analysed. However, they did not give acceptable results either for the cities, or for the counties. According to the parameters of the here mentioned three algorithms, reasonable structures were not found in any clustering. Clusters received applying algorithm fanny, though having weak structure, indicate large and definite regions in Hungary, which can be circumscribed by clear geographical objects.

  19. Breeding value estimation in the Hungarian Sport Horse population.

    Science.gov (United States)

    Posta, János; Komlósi, István; Mihók, Sándor

    2009-07-01

    The aims of this study were to estimate phenotypic and genetic parameters for a range of traits in Hungarian Sport Horses, and to compare several methods of estimating breeding value (BV) in this breed. The analyses were based on the Hungarian Sport Horse Studbook, results of self-performance tests (SPTs) and show-jumping competition results. An SPT comprises subjective judgement of conformation traits, movement analysis traits and free-jumping performance, assessed via ordinal scores. Genetic parameters of SPTs were estimated with an animal model. Different measurements of the competition performance were compared using the same repeatability model. Estimates of BV for sport were made with random regression models using a first-order Legendre polynomial. Heritability was found to increase and permanent environmental variance to decrease continuously with age. BVs can be estimated at different ages and from these a composite BV index can be computed. It is possible to weight BVs for the specific age of a horse.

  20. Translating Family Names in Hungarian: A Diachronic Survey

    Directory of Open Access Journals (Sweden)

    Tamás Farkas

    2016-01-01

    Full Text Available In our paper we focus on the translating practice and translatability of surnames used in Hungarian, from the problems of translating the immediate predecessors of surnames to the questions of translating surnames today. Our main interest is in how multilingualism, language contact situations, language prestige considerations, customs, fashion and other potential factors affect the use of these names in different languages, and the translatability in a wider sense in the actual practice in Hungary and other countries. We shall look at name translation practice in medieval documents, the relevant questions of spontaneous and conscious surname changes, the changes of Hungarian surnames used outside of Hungary, and finally the questions of translating surnames occurring in fiction.

  1. Personal Branding Through Fashion Blogging

    Directory of Open Access Journals (Sweden)

    Yuanita Safitri

    2017-01-01

    Full Text Available The objective of this research was to analyze personal branding development from personal brand identity, personal brand positioning, and personal brand assessment. The object of this research was Diana Rikasari's blog “Hot Chocolate and Mint”. She is one of prominent influence and fashion blogger from Indonesia. The research used the qualitative method with data collection by virtual observation from June until August 2016. Rikasari’s personal branding showed on her blog was the fashionably smart woman who had entrepreneurship competence. This research finds out that Diana Rikasari success to make her personal identity by her blog profile and blog posting. Her positioning is clear as Indonesian modern woman. The personal brand assessment can be seen through the achievements and feedbacks on her blog post, both positive or negative.

  2. Introduction to Interregional Place Branding

    DEFF Research Database (Denmark)

    2015-01-01

    with a high degree of complexity. In this chapter, we will define the place brand and examine different concepts to understand branding as they relate to places. In a next step, we will highlight the special character of interregional place branding. Finally, we will apply these concepts to a particular......Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city – a place is quite complex, but it becomes even more...... challenging when the entity exists on a higher level, like a region, two or more joined regions, or a country. When performing place branding, regions often not only differentiate themselves but also cooperate (within one country or between countries), thereby building so-called interregional brands...

  3. 匈牙利香肠%Hungarian sausage

    Institute of Scientific and Technical Information of China (English)

    王盼盼

    2008-01-01

    英文名:Hungarian sausage原产地:匈牙利行走匈牙利,从来不用为食物烦恼。这个国家从草原到城市,没有哪里找不到香肠摊子,在小摊上付出少许银两,匈牙利妈妈就会笑盈盈递过来一段香肠。

  4. What Influences the Savings Decisions of the Hungarian Population?

    OpenAIRE

    Annamária Horváthné Kökény; Zsuzsanna Széles

    2014-01-01

    We created a theoretical model of the main factors that influence household savings based on our secondary research, then conducted a questionnaire survey involving 4106 Hungarian households in the scope of primary research. The examined households had a low level of financial knowledge. They believe that financial literacy needs to be developed, since in general it is true that they are not adequately familiar with the various financial services and state aid options related to them. We came...

  5. ADRIAN HATOS, School Performance and Language of Hungarian Ethnic Pupils

    Directory of Open Access Journals (Sweden)

    ADRIAN HATOS

    2011-02-01

    Full Text Available One of the thorniest issues of the linguistic policies in North-Western Transylvania was the establishment of linguistic arrangements in the mandatory education system. Supported also by arguments which refer to the equal opportunity rule, native language education for ethnic minority children, concerning especially the Hungarian language, has flourished both in mixed schools, and in schools that are segregated in terms of the teaching language. This article assesses the effects that the various linguistic contexts in which a Hungarian teenager in the region studies can have on his/her performance in school, compared to the performance of his/her colleagues who study in Romanian. I start from two hypotheses: linguistic shortcoming and opposition culture. The hierarchical linear regression modeling of the average of school results scores in the seventh grade, on a sample of over 3 700 pupils in the eighth grade in Bihor County, indicates a significant and systematic disadvantage of Hungarian pupils, although small as an absolute value, irrespective of the linguistic arrangement. Moreover, both the linguistic disadvantage thesis and the opposition culture model can be supported, although the results are not conclusive from this point of view.

  6. The Greek charter of the Hungarian King Stephen I

    Directory of Open Access Journals (Sweden)

    Stojkovski Boris

    2016-01-01

    Full Text Available The first Hungarian Christian ruler, King Stephen I (997-1038 issued several charters that have survived to this day. One of them is the charter issued on behalf of the nuns from the Monastery of the Holy Theotokos in Veszprémvölgy. The charter was written in the Greek language, and has been the subject of many studies. The original has not been preserved; what remains is a copy from the time of King Coloman, dated to 1109. The charter has not been published in a critical edition in any language other than Hungarian and even though it has been examined by numerous Hungarian scholars, many questions remain open. The aim of the author is to provide a critical edition and an English translation of the charter, but also to clarify some remaining doubts about the charter and its contents. Furthermore, some comparisons will be made with the Byzantine charters issued at the beginning of the 11th and during the 12th century.

  7. What do the Hungarian young people think about the nuclear?

    Energy Technology Data Exchange (ETDEWEB)

    Pazmandi, T.; Aszodi, A.; Boros, I.; Hanti, A.; Legradi, G.; Petofi, G. [Budapest University of Technology and Economys, Institute of Nuclear Techniques, Budapest (Hungary)

    2001-07-01

    During the last few years new challenges and opportunities appeared on the nuclear agenda, like the improvement of the economic competitiveness, enhancing radiation and waste safety, strengthening of the role of the public acceptance. It seems that the future of the nuclear industry depends on several things. On the one hand the scientific and technical development in the last decades worked up sufficient nuclear safety and radiation protection, and nuclear methods are widely used in the industry, agriculture and medical systems, as well. On the other hand there are some other interesting questions, like Human Relations and the public acceptance of the nuclear energy still lying ahead of us. The Hungarian Youth for Nuclear (FINE) was established in 1998 as the Hungarian branch of the Young Generation Network. Our purpose is to remove the misbelieves and fears arisen around the nuclear techniques and mainly the nuclear energetics and to answer the questions brought up by the Hungarian youth in this topic. In this paper our experience what we have drawn with the help of our programmes about the attitude and the knowledge of the youth is summarised. (author)

  8. NIFF: Impetus to Fashion Brands

    Institute of Scientific and Technical Information of China (English)

    Nie Ting

    2009-01-01

    @@ NIFF, Ningbo International Fashion Fair, as one of the most important events of Ningbo International Fashion Festival, has been held successfully 12 times, which has made great contributions to development of fashion and brands in Ningbo. Mentioning the accomplishment, brands should be brought into spotlight. Viewing Youngor and Firs as successful business model, a great many of garment enterprises in Ningbo joined the procession of establishing self-brands.

  9. Branding on the Shop Floor

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Jonas, Louise Rygaard

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly...... towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures....

  10. Customer-centered brand management.

    Science.gov (United States)

    Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N

    2004-09-01

    Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.

  11. Study on the Hungarian algorithm for the maximum likelihood data association problem

    Institute of Scientific and Technical Information of China (English)

    Wang Jianguo; He Peikun; Cao Wei

    2007-01-01

    A specialized Hungarian algorithm was developed here for the maximum likelihood data association problem with two implementation versions due to presence of false alarms and missed detections. The maximum likelihood data association problem is formulated as a bipartite weighted matching problem. Its duality and the optimality conditions are given. The Hungarian algorithm with its computational steps, data structure and computational complexity is presented. The two implementation versions, Hungarian forest (HF) algorithm and Hungarian tree (HT) algorithm, and their combination with the na(i)ve auction initialization are discussed. The computational results show that HT algorithm is slightly faster than HF algorithm and they are both superior to the classic Munkres algorithm.

  12. Examining Place Branding with Aarhus

    OpenAIRE

    2014-01-01

    This study examines the phenomenon place branding in relations to a specific case, the Danish city Aarhus, whom recently changed the city brand and image to “Aarhus – Danish for Progress”. The goal of the study is to examine which community of values is present in the branding of Aarhus, and what implications this type of branding has in a democratic society. The study includes a functional-pragmatic discourse analysis of the publications “Positioning Aarhus for the Future” and “Do Busines...

  13. Brand Value - Proposed Model Danrise

    Directory of Open Access Journals (Sweden)

    Daniel Nascimento Pereira da Silva

    2011-12-01

    Full Text Available Brands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are not measurable. A strong brand configures itself as the highest representative of an enterprise and the brand is regarded as an asset of the enterprise. The evolution of a brand, as an intangible and strategic asset, becomes more vitally important for the enterprises, as a way of maximizing the results. This need, whether of the market or the enterprises, justifies the direction of the research for this vector – the value of the brand. A main objective of the research is to present a new model of brand evaluation. This model is supported by a tangible and intangible aspects and the intangible aspect, evaluates the knowledge and capacity of their managers and workers to build a brand with value through the correct ordering of the priorities of the dimensions of the proposed model. The model was tested on the brand ‗Blue Rise.‘ 

  14. The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

    OpenAIRE

    Danang Prihandoko

    2016-01-01

    The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwh...

  15. [Hungarian Diet and Nutritional Status Survey - OTÁP2014. II. Energy and macronutrient intake of the Hungarian population].

    Science.gov (United States)

    Sarkadi Nagy, Eszter; Bakacs, Márta; Illés, Éva; Nagy, Barbara; Varga, Anita; Kis, Orsolya; Schreiberné Molnár, Erzsébet; Martos, Éva

    2017-04-01

    The aim of the study was to assess and monitor the dietary habits and nutrient intake of Hungarian adults. Three-day dietary records were used for dietary assessment, the sample was representative for the Hungarian population aged ≥18ys by gender and age. The mean proportion of energy from fat was higher (men: 38 energy%, women: 37 energy%), that from carbohydrates was lower (men: 45 energy%, women: 47 energy%) than recommended, the protein intake is adequate. Unfavorable change compared to the previous survey in 2009 was the increase of fat and saturated fatty acid energy percent in women, the decrease in fruit and vegetable consumption, which explains the decreased fiber intake. An increasing trend in added sugar energy percent in each age groups of both genders was observed compared to 2009. Interventions focusing on the promotion of fruit and vegetable consumption and decreasing of saturated fat and added sugar intake are needed. Orv. Hetil., 2017, 158(15), 587-597.

  16. 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

    2011-01-01

    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 consume...

  17. BASF Announces New Brand:Polyurethane Solutions

    Institute of Scientific and Technical Information of China (English)

    2009-01-01

    The BASF brand is about to become more visible now for BASF’s polyurethane customers all over the world. With the launch of the new Polyurethane Solutions brand and associated harmonization of branding across European affiliates

  18. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    Directory of Open Access Journals (Sweden)

    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.

  19. [The most important obstacles of the development of Hungarian psychiatry].

    Science.gov (United States)

    Kalmár, Sándor

    2015-06-01

    A quarter of a century ago the change of the political system in Hungary precipitated a serious value-crisis and caused a lot of harmful effects in nurturing and the development of psychiatry. The author establishes that the attack against psychiatry is more intensive than previously but neither the education and health management nor the psychiatric leadership could cope with these difficulties. It can't be denied that the foundation of lifelong mental health begins in the early life years and about 75% of the first Mental Disorder manifests in adolescence and youth. We are not able to ensure the special rights of every child according to the Hungarian Constitution and the Declaration of the Rights of the Child by the United Nations. The large inequalities within the country, the lack of paramount mental education and nurturing, the lack of essential, consistent eternal values, the lack of required psychiatric care system are huge obstacles of the development of healthy individual and leads to self-destructive behaviour and several, serious physical and mental disorders. The purpose of the author is to call psychiatrists' attention to the main obstacles of the development of Hungarian Psychiatric Care System. The main obstacles of the present psychiatric care system: 1. Unclarified notions, confusion of ideas. 2. Somatic, neurologic, mental, cultural-social and spiritual ignorance. 3. Lack of organization in Mental Education and Psychiatric Care System. 4. Value-crisis in our society despite the fact that the "Council of Wise Men" created a "Scale of the Essential Consistent Eternal Values" for the Hungarian Education System in 2008. 5. Lack of mental health prevention both in education system and health care system. There is no teaching of hygiene lessons in the Hungarian schools. 6. Negligence and selfishness among the population. 7. Disinterest among competent authorities. 8. Leaving the most important possibilities out of consideration. The author establishes

  20. Online Branding : case: Insjö Oy

    OpenAIRE

    Huynh, Thanh

    2017-01-01

    The thesis ideas was supporting Insjö, an organizing and functional accessories company, with online branding development plan. Company has implemented activities for marketing and brand building. However, Insjö branding strategies are outdated and require innovation for brand development. At the present, Insjö is operating online via official website and targeting for new customers outside Finland. Therefore, online branding is critical for company to raise international customer brand aware...

  1. The concept of brand blogging community

    OpenAIRE

    2015-01-01

    Objective: The objective of this thesis is to introduce the idea of brand blogging community. Brand blogging community is identified as an online brand community, where bloggers, brand representatives, and readers act together and commonly form a community that produces blog content. This thesis contributes to a research gap in brand community research, and aims to complement the research field by establishing a lacking definition for this specific type of brand community. The research de...

  2. Creating the living brand.

    Science.gov (United States)

    Bendapudi, Neeli; Bendapudi, Venkat

    2005-05-01

    It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.

  3. Building a leadership brand.

    Science.gov (United States)

    Ulrich, Dave; Smallwood, Norm

    2007-01-01

    How do some firms produce a pipeline of consistently excellent managers? Instead of concentrating merely on strengthening the skills of individuals, these companies focus on building a broad organizational leadership capability. It's what Ulrich and Smallwood--cofounders of the RBL Group, a leadership development consultancy--call a leadership brand. Organizations with leadership brands take an "outside-in" approach to executive development. They begin with a clear statement of what they want to be known for by customers and then link it with a required set of management skills. The Lexus division of Toyota, for instance, translates its tagline--"The pursuit of perfection"--into an expectation that its leaders excel at managing quality processes. The slogan of Bon Secours Health System is "Good help to those in need." It demands that its managers balance business skills with compassion and caring. The outside-in approach helps firms build a reputation for high-quality leaders whom customers trust to deliver on the company's promises. In examining 150 companies with strong leadership capabilities, the authors found that the organizations follow five strategies. First, make sure managers master the basics of leadership--for example, setting strategy and grooming talent. Second, ensure that leaders internalize customers' high expectations. Third, incorporate customer feedback into evaluations of executives. Fourth, invest in programs that help managers hone the right skills, by tapping customers to participate in such programs. Finally, track the success of efforts to build leadership bench strength over the long-term. The result is outstanding management that persists even when individual executives leave. In fact, companies with the strongest leadership brands often become "leader feeders"--firms that regularly graduate leaders who go on to head other companies.

  4. Brand Evaluation - A Basic Feature in Modern Brand Management

    Directory of Open Access Journals (Sweden)

    Cosmin IRIMIEŞ

    2012-10-01

    Full Text Available Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brand evaluation as well as to see whether Romania has made any progress from this point of view.

  5. 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...

  6. BRAND EQUITY WITHIN THE FRAMEWORK OF BRANDING CONCEPT

    Directory of Open Access Journals (Sweden)

    Hande BİLSEL ENGİN

    2016-08-01

    Full Text Available Contemporary marketing theory and practice is founded upon the descriptive and explanatory premises of how brands are managed and utilized. In this study, learning and approaches concerning brand equity and its assessment will be discussed. This theoretical evaluation will present an indication in terms of being both an important step on the way of developing the marketing theory and also of showing how far the conceptual structures can differ from one another. Within this framework, a taxonomical synthesis of approaches towards these concepts will be presented as well as putting together a study which might light the way of future studies to be conducted towards a more unified brand equity theory. Principally, sources of brand equity and determining factors of brand equity formation will be considered in theoretical and historical terms.

  7. Brand and Marketing Communication

    OpenAIRE

    Muhcina Silvia

    2012-01-01

    In the global era, building a sustainable competitive advantage it’s hard and difficult. People wants to eat and dress with distinctive products, and the producers, from reason of costs and profitability, offer goods and services which are more and more standardized, but are offered as being distinctive from the rests, and which goes in all the world’s corners. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol which is the co...

  8. Research of brand personality concept in marketing

    Directory of Open Access Journals (Sweden)

    Starčević Slađana

    2013-01-01

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

  9. 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...

  10. Brands Beyond Good and Evil?

    DEFF Research Database (Denmark)

    Kornberger, Martin

    2014-01-01

    An essay is presented on aspects concerning brands and ethics in corporate culture. Topics discussed include liberal philosophy that advocate values of freedom, the role of brand in free market principles, and public relations in marketing. Also mentioned are social stratification mechanism...

  11. Mathilde Prager und Georg Brandes

    DEFF Research Database (Denmark)

    Bang, Karin

    2004-01-01

    I størstedelen af deres 30-årige forbindelse havde Mathilde Prager og Georg Brandes et fint samarbejde, men forholdet mellem dem var meget ulige, og det pinte Mathilde Prager, at hun i mange år ikke måtte stå som oversætter af de arbejder, der blev offentliggjort i de tysktalende lande. Brandes...

  12. Consumer Learning and Brand Equity

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2000-01-01

    textabstractA series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the

  13. Building brands without mass media.

    Science.gov (United States)

    Joachimsthaler, E; Aaker, D A

    1997-01-01

    Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestlé's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Häagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. The various campaigns shared characteristics that could serve as guidelines for any company hoping to build a successful brand: senior managers were closely involved with brand-building efforts; the companies recognized the importance of clarifying their core brand identity; and they made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers. Pilot testing and the use of a single and continuous measure of brand equity also help managers get the most out of novel approaches in their ever more competitive world.

  14. 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 relationshi

  15. 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 relationshi

  16. Cognitive Tools for Successful Branding

    Science.gov (United States)

    Hernandez, Lorena Perez

    2011-01-01

    This article aims to fill a gap in current studies on the semantics of branding. Through the analysis of a number of well-known international brand names, we provide ample evidence supporting the claim that a finite set of cognitive operations, such as those of domain reduction and expansion, mitigation, and strengthening, among others, can…

  17. Brand-Building for Innovators

    Science.gov (United States)

    Sametz, Roger

    2015-01-01

    Not too many years ago, a school's brand just was. Few people used the "b" word. A college or university went about its business, became known for particular strengths and weaknesses, accrued what we would now call brand attributes over time (party school, really hard to get in to, innovative curriculum), and, through word of mouth and…

  18. Branding a business name

    Directory of Open Access Journals (Sweden)

    Bulatović Ivan

    2016-01-01

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

  19. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

    OpenAIRE

    Nusa Petek; Maja Konecnik Ruzzier

    2013-01-01

    Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Tw...

  20. The new system of the talent development program in Hungarian soccer

    Directory of Open Access Journals (Sweden)

    Csáki István

    2014-10-01

    Full Text Available Study aim: due to a series of failures and the drastic reduction in the quality of Hungarian soccer, greater emphasis should be put on coaches’ professional development and talent development programs. The aim of this study was to present the newly established Hungarian Soccer Development Program that focuses on the development of youth talent.

  1. Health-Related Physical Fitness in Hungarian Youth: Age, Sex, and Regional Profiles

    Science.gov (United States)

    Welk, Gregory J.; Saint-Maurice, Pedro F.; Csányi, Tamás

    2015-01-01

    Purpose: The purpose of this study was to examine region, age, and sex profiles of physical fitness in Hungarian youth. Method: A sample of 2,602 Hungarian youth aged 10 to 18 years old completed a series of physical fitness field tests: the Progressive Aerobic Cardiorespiratory Endurance Run (PACER) fitness test, body mass index (BMI), percent…

  2. The National Union Catalog and Its Role in Reference and Research in the Hungarian Field.

    Science.gov (United States)

    Oroszlan, Judith B.

    The National Union Catalog (NUC), a repository of the cataloged holdings of major research libraries of the United States and Canada, has significance in the area of Hungarian studies despite special problems encountered in the separation of these cards from those in other languages and in editing Hungarian names and the use of accents. The Union…

  3. The Hungarian ICT sector – a comparative CEE perspective with special emphasis on structural change

    OpenAIRE

    Balázs Lengyel

    2010-01-01

    This paper analyses the Hungarian ICT sector from a Central European and Estern European perspective. It outlines the position of the ICT sector in Central European and Eastern European states. Furthermore, it describes the impact of ICT on structural improvement in the regiuon. In conclusion, it gives an overview of the Hungarian ICT policy.

  4. The acquisition of Hungarian high front unrounded short vs. long vowels

    NARCIS (Netherlands)

    Zajdó, K.; Wempe, T.G.; van der Stelt, J.; Pols, L.C.W.

    2011-01-01

    This study examined spectral properties of the Hungarian vowel pair /i/ vs. /i:/ with contrasting phonemic vowel lengths in 2;0 and 4;0 years old boys acquiring Hungarian as their native language. Results were obtained by an automated pitch-synchronous bandfilter analysis method that estimates the

  5. Health-Related Physical Fitness in Hungarian Youth: Age, Sex, and Regional Profiles

    Science.gov (United States)

    Welk, Gregory J.; Saint-Maurice, Pedro F.; Csányi, Tamás

    2015-01-01

    Purpose: The purpose of this study was to examine region, age, and sex profiles of physical fitness in Hungarian youth. Method: A sample of 2,602 Hungarian youth aged 10 to 18 years old completed a series of physical fitness field tests: the Progressive Aerobic Cardiorespiratory Endurance Run (PACER) fitness test, body mass index (BMI), percent…

  6. 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 w

  7. 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

  8. 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 w

  9. Computerization of Hungarian reforestation manual with machine learning methods

    Science.gov (United States)

    Czimber, Kornél; Gálos, Borbála; Mátyás, Csaba; Bidló, András; Gribovszki, Zoltán

    2017-04-01

    Hungarian forests are highly sensitive to the changing climate, especially to the available precipitation amount. Over the past two decades several drought damages were observed for tree species which are in the lower xeric limit of their distribution. From year to year these affected forest stands become more difficult to reforest with the same native species because these are not able to adapt to the increasing probability of droughts. The climate related parameter set of the Hungarian forest stand database needs updates. Air humidity that was formerly used to define the forest climate zones is not measured anymore and its value based on climate model outputs is highly uncertain. The aim was to develop a novel computerized and objective method to describe the species-specific climate conditions that is essential for survival, growth and optimal production of the forest ecosystems. The method is expected to project the species spatial distribution until 2100 on the basis of regional climate model simulations. Until now, Hungarian forest managers have been using a carefully edited spreadsheet for reforestation purposes. Applying binding regulations this spreadsheet prescribes the stand-forming and admixed tree species and their expected growth rate for each forest site types. We are going to present a new machine learning based method to replace the former spreadsheet. We took into great consideration of various methods, such as maximum likelihood, Bayesian networks, Fuzzy logic. The method calculates distributions, setups classification, which can be validated and modified by experts if necessary. Projected climate change conditions makes necessary to include into this system an additional climate zone that does not exist in our region now, as well as new options for potential tree species. In addition to or instead of the existing ones, the influence of further limiting parameters (climatic extremes, soil water retention) are also investigated. Results will be

  10. FINANCIAL PERFORMANCE ANALYSIS AND BANKRUPTCY PREDICTION IN HUNGARIAN DAIRY SECTOR

    Directory of Open Access Journals (Sweden)

    Rozsa Andrea

    2014-07-01

    The preliminary sample for the analysis is framed on the basis of three criteria: amount of the subscribed capital, sales revenues and product structure. Those companies are regarded as competitors that have subscribed capitals in excess of HUF 250 million, consistently high levels of sales revenues and diversified product structures. The preliminary sample consists of 7 companies. In 2012, their total sales revenues were as high as about 50% of the overall amount of sales revenues in the sector. Three of the 7 companies are possessed by foreign owners in full or part, whereas 4 of them belong to Hungarian owners. In 2012, Hungarian-owned companies covered more than one-third of the combined sales revenues of the 7 leading companies. Hence, the competitive positions of these 4 companies based on their financial positions are examined. These calculations have relied on the annual reports for the period of 2008–2012 (balance sheets, income statements, cash flow statements. The research has implemented a comprehensive and comparative financial analysis. The main question is what the key financial characteristics of the Hungarian-owned companies are. Financial indicators are calculated and their time-series analysis is accomplished to describe the sample companies’ capital structures, liquidity and profitability. Using comparative analysis of the applied financial ratios the study determines (1 which company has the most advantageous financial conditions for the successful operation; (2 which companies have disadvantageous financial situation; and (3 which companies are in potential financial distress situation. Potential bankruptcy positions are examined by the applications of Altman and Springate models.

  11. The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

    Directory of Open Access Journals (Sweden)

    Danang Prihandoko

    2016-09-01

    Full Text Available The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwhile Perceived Price does not have a positive influence or less effect towards Brand Loyalty to all PT X’s customer.

  12. Contextualizing History in Hungarian Films of the New Millennium

    OpenAIRE

    Clara Orban

    2016-01-01

    Hungarian films produced after the year 2000 build on the historical reality of the fall of communism and anticipate, or come to terms with, entry into the European Union.  This article will explore six films that deal with history through multiple perspectives to dramatize the dynamic between historical events and human responses to them.  These films reference history, or efface it, as a way of problematizing the relationship between human behavior and history.  Colossal Sensation [Világszá...

  13. Why most Brand Manuals fail when it comes to defining Brand Colors

    DEFF Research Database (Denmark)

    Abildgaard, Michael

    2016-01-01

    From top class Universities and governmental organizations to high-end global brands and well-known local brands, a surprising consistency of inattentiveness has been published in these compa-nies’ prestigious Brand Manuals and Brand Guides. When it comes to providing technical guidance, defining......, comments or warnings of color deviations nor indications of acceptable color tolerances. Only 1.3 % of the Brand Manuals also define their Brand Colors with device independent CIELAB-values. It appears that when designers and Brand Owners select and specifies Brand Colors they tend to choose colors which...... and describing their Brand Colors, they all fail. By examining and analyzing more than 300 different Brand Colors from 156 Brand Manuals by reputable local and global Brands including 28 of the 100 Best Global Brands (see Appendix) and by numerous of visits and interviews with responsible professionals from both...

  14. An Analysis of Brand Selection

    Directory of Open Access Journals (Sweden)

    Kazuhiro Takeyasu†

    2013-09-01

    Full Text Available It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then the transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. Takeyasu et al. analyzed the brand selection and its matrix structure before. In that paper, products of one genre are analyzed. In this paper, brand selection among multiple genre and its matrix structure are analyzed. Taking an automobile for example, customer brand selection from company A to B or company A to C can be made clear utilizing above stated method. We can confirm not only the preference shift among brands but also the preference shift among companies. This enables building marketing strategy for automobile company much easier. Analyzing such structure provides useful applications. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.

  15. Studying brand loyalty in the cosmetics industry

    Directory of Open Access Journals (Sweden)

    Usman Yousaf

    2012-12-01

    Full Text Available Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale.  Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge with the dependent variable (brand loyalty. Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables and brand loyalty (dependent variables. Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands.  Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of

  16. Branding of vascular surgery.

    Science.gov (United States)

    Perler, Bruce A

    2008-03-01

    The Society for Vascular Surgery surveyed primary care physicians (PCPs) to understand how PCPs make referral decisions for their patients with peripheral vascular disease. Responses were received from 250 PCPs in 44 states. More than 80% of the respondents characterized their experiences with vascular surgeons as positive or very positive. PCPs perceive that vascular surgeons perform "invasive" procedures and refer patients with the most severe vascular disease to vascular surgeons but were more than twice as likely to refer patients to cardiologists, believing they are better able to perform minimally invasive procedures. Nevertheless, PCPs are receptive to the notion of increasing referrals to vascular surgeons. A successful branding campaign will require considerable education of referring physicians about the totality of traditional vascular and endovascular care increasingly provided by the contemporary vascular surgical practice and will be most effective at the local grassroots level.

  17. Humanitarian Branding & the Media

    DEFF Research Database (Denmark)

    Vestergaard, Anne

    2006-01-01

    are becoming increasingly commercialized. This paper explores the use of media discourse for the communication of ethical messages by humanitarian organizations, caught, as they are, in a tension between, on the one hand, the commercial strategies of visibility and still greater dependence on the media, and......The development of corporate communication in recent years has brought about a fading of the division of labor between commercial and non-commercial organizations. While the practices of commercial organizations are becoming increasingly ethicalized, so the practices of non-profit organizations......'s branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads...

  18. Nation branding and sustainable competitiveness of nations

    NARCIS (Netherlands)

    Lee, Kyung Mi

    2009-01-01

    Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation

  19. ROLE OF DIGITAL MEDIA IN BRAND PROMOTION

    OpenAIRE

    Maithili R.P. Singh

    2013-01-01

    Digital media and brand promotion nowadays are like synonyms. This paper stresses to comprehend, what is Digital Media, to identify with, what is Brand Promotion and to recognize the relationship between both the phenomenon. Key words: Media, digital media, brand, promotion, brand promotion

  20. Nation branding and sustainable competitiveness of nations

    NARCIS (Netherlands)

    Lee, Kyung Mi

    2009-01-01

    Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation br

  1. Brand value as a factor of competitiveness

    OpenAIRE

    2015-01-01

    The apaper considers the approaches to definition of value of a brand. Based on analysis of brands rating in 2005–2014 by Interbrand, the author makes the conclusions about the impact of 2008 global financial crisis on the value of the top brands and defines the place of brand value in the company's competi-tiveness.

  2. Haier's Four Steps to Brand Success

    Institute of Scientific and Technical Information of China (English)

    ZHAN YAN

    2006-01-01

    @@ On December 25 last year, Haier formally launched its fourth brand-building step, namely to make the company a global brand. The latest strategy follows the previous three steps - branding, diversification and internationalization. In the latest stage, Haier will further build its brand overseas, said Zhang Ruimin,CEO of the Chinese electronics appliances giant.

  3. 27 CFR 4.33 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 4.33 Section... THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Labeling Requirements for Wine § 4.33 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand...

  4. ROLE OF DIGITAL MEDIA IN BRAND PROMOTION

    OpenAIRE

    Maithili R.P. Singh

    2013-01-01

    Digital media and brand promotion nowadays are like synonyms. This paper stresses to comprehend, what is Digital Media, to identify with, what is Brand Promotion and to recognize the relationship between both the phenomenon. Key words: Media, digital media, brand, promotion, brand promotion

  5. The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

    NARCIS (Netherlands)

    Sloot, Laurens A.; Verhoef, Peter C.

    2008-01-01

    A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers' brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand

  6. The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

    NARCIS (Netherlands)

    Sloot, Laurens A.; Verhoef, Peter C.

    2008-01-01

    A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers' brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand

  7. An investigation into the effect of brand linkages on brand ratings and brand perceptions in a contemporary business environment

    OpenAIRE

    Nhedzi, Abyshey

    2015-01-01

    Abstract: While the effectiveness of brand linkage strategy is internationally undisputed, no studies have empirically explored and identified the effectiveness of linked brands in the South African context. Brand linkage is an often used marketing strategy to leverage brands in a contemporary, postmodern business environment cluttered with me-too non-differentiated competing brands, and it has been referred to by various scholars in one form or another for seven decades. In most cases, the n...

  8. CSR's effect on brand image

    OpenAIRE

    Gudjonsdottir, Elly; Jusubova, Albina

    2015-01-01

    The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a ques...

  9. Online Anti-Brand Herds

    DEFF Research Database (Denmark)

    Langley, David J.; Tan, Chee-Wee; Worm, Daniël

    the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory...... light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...

  10. In-School CSR and its impact on brand image, brand identification and brand reputation: The moderator effect of brand familiarity, product involvement and cause-brand fit

    OpenAIRE

    Carrilha, Nina Sampaio

    2014-01-01

    A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The objective of this study is to understand how children respond to an in-school CSR activity when fictionally sponsored by a brand. Despite the wide range of studies on the impacts of CSR activities on adults, our research aims at studying their impact on children. We analysed the outcomes of Brand Image, Brand Reputation, Brand ...

  11. A brand new world - a new brand world

    DEFF Research Database (Denmark)

    Andersen, Sophie Esmann

    Hvad er et brand? Hvordan kan vi overhovedet forstå det, og hvad er det for aspekter, der skal fremhæves i definitionen af et brand? Er det dets evne til at identificere og differentiere produktet (eller virksomheden) i en stadigt stigende konkurrence? Dets evne til at konstruere og kommunikere...... kohærente og konsistente værdier? Er det dets evne til at indgå som partner i forbrugerens hverdag? Eller dets evne til at indgå i en bredere (sub)kulturel og social kontekst? Er et brand en fast, statisk betydningsenhed - eller et levende dynamisk felt af potentielle betydninger? Hvor og hvordan...... konstrueres brandets betydning? Dette working paper sætter fokus på nogle af de forskellige perspektiver på og forståelser af brands, som vi finder inden for marketing- og brandinglitteraturen....

  12. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

    Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

  13. Potential success factors in brand development

    DEFF Research Database (Denmark)

    Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig

    2005-01-01

    Branding is important to both retailers and manufacturers in the fast-moving consumer goods (FMCG) industry, as both parties attempt to develop strong brands in order to improve their position vis-à-vis each other and direct competitors. But what is required to develop a strong brand...... to the marketing of the brand." The branding literature mentions many important aspects, factors, issues, brand requirements, steps, building blocks or guidelines for building strong brands. However, these are all quite general and abstract. Given the substantial body of literature on branding, surprisingly few...... of this paper is to identify potential success factors in developing strong brands and to test whether these factors can be used to discriminate between strong and weak brands. It does so through a review of the literature for potential success factors. Furthermore, to ensure that important factors have...

  14. Rethinking the Measurement of Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2015-01-01

    that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand......Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches...... in the form of free brand associations of target customers with qualitative methods; in the form of attributes with quantitative methods like standardized questionnaires; and with mixed methods that combine qualitative research with quantitative methods. Two mixed methods, namely the network analysis...

  15. 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.

  16. Consumer Brand Connection : The emotional link with fashion retail brands

    OpenAIRE

    Rodgers, Dimisha

    2014-01-01

    The purpose of this thesis is to point out the emotional connection consumers have with fashion retail brands and proof that this connection and attachment is essential for the success of fashion retail stores. The research is presenting the awareness of these connections in the fashion industry and showing what they do to maintain it. With the help of primary and secondary research, the reader will gain an understanding of the fundamentals and the importance of marketing and branding, ...

  17. Branding down to the core: branding not-for-profits.

    Science.gov (United States)

    Tan, Patricia

    2003-01-01

    Many not-for-profits do not view their organization as a brand. After all, the reason for being lies in the purpose. Branding is something corporate businesses do to justify their existence. But what is an organization's purpose? And what if everyone in the organization does not agree on that purpose over time or across departments? How can an organization formalize a strategy if it isn't sure what the mission is?

  18. 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 ...

  19. Spanish Intonation of Hungarian Learners of Spanish: Yes or No Questions

    Directory of Open Access Journals (Sweden)

    Kata Baditzné Pálvölgyi

    2014-03-01

    Full Text Available The present dissertation is a comparative study of the intonation of yes-no questions in Hungarian and Spanish. Based especially on my own corpora, I examine the realization of the main accent in utterances, pitch range, and the intonational patterns applied. First, these aspects will be investigated in a Spanish corpus (Corpus 1 then in a Hungarian corpus (Corpus 2 and after that, I will make hypotheses about the ways Hungarians pronounce Spanish yes-no questions. These predictions then will be validated by means of a corpus containing Spanish yes-no questions produced by Hungarian learners of Spanish (Corpus 3. My predictions were the following: (a As the place of main accent in an utterance depends on lexical stress, and lexical stress placement obeys different rules in the two languages, it is predictable that Hungarian learners of Spanish will not produce Spanish main accents according to the Spanish norms. (b Hungarian uses a narrower pitch range than Spanish, thus, the Spanish yes-no interrogatives produced by Hungarian learners are expected to have a narrower pitch range. (c The intonation contours applied will be investigated in 3 subgroups of yes-no questions: ordinary yes-no questions, echo yes-no questions and yes-no questions followed by a vocative. Ordinary yes-no questions in Hungarian are typically accompanied by rising-falling contours, whereas in Spanish, by rising ones; Hungarian echo yes-no questions have several main accents, each triggering a rise-fall contour, while in their Spanish counterparts there is one main accent in these cases, with a characteristically rising pattern. Yes-no question + vocative sequences contain two intonation units in both languages, but in Hungarian the yes-no interrogative conserves its rising-falling melody, and the vocative is accompanied by a fall, unlike in Spanish, where both contours are rising, and the final vocative is given the higher rise. Based on these observations, the prediction

  20. THE ROLE OF BRANDING IN MARKETING STRATEGY

    OpenAIRE

    Dumitriu, Roxana

    2012-01-01

    In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersectio...

  1. Erosion and variability in brand loyalty.

    OpenAIRE

    Dekimpe, Marnik; Mellens, M; Steenkamp, J; Vanden Abeele, Pierre

    1996-01-01

    In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from many product categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First, little support is found for the often-heard contention that brand loyalty is gradually declining over time. Second, while the short-run variability around a brand's mean loyalty level is not negligible, no evidence is found that this variability...

  2. Nation branding Slovenskej republiky od roku 1993

    OpenAIRE

    2011-01-01

    Master thesis applies concepts of nation branding and public diplomacy on a case study of the brand of Slovak republic, which has been developed since 1993. Author is pointing out the significance of having a nation branding strategy, which helps the country to acheive its foreign policy goals. At the same time author points out, that foreign policy itself influences the country brand. In a case study of Slovak republic, author evaluates its brand in international relations and suggests recom...

  3. Internal Branding Implementation: Developing a Conceptual Model

    OpenAIRE

    Katja Terglav; Robert Kase; Maja Konecnik Ruzzier

    2012-01-01

    Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different functions in the company, for instance, internal marketing and human resource management. Based on findings of qualitative research, we present a conceptual model of internal branding implementation. Re...

  4. Nonlinearity between acoustics and articulation in Hungarian transparent vowels

    Science.gov (United States)

    Benus, Stefan; Kirke, Karen D.; Gafos, Adamantios I.

    2001-05-01

    We present novel results from the acoustic and articulatory investigation of the production of the transparent vowels (TVs) /i/, /i:/, /e:/ in Hungarian (colon denotes length). The acoustic measurements of the front-back distinction (second formant, the difference of the first and second formants [Ladefoged, 1993]) show that the effect of adjacent back vowels on the front quality of the TVs is only weakly significant. The articulatory measurements of the same data, however, show that adjacent back vowels cause highly significant retraction of the tongue body during the production of the front TVs. The significance of this finding lies in its relevance to the relationship between phonetics and phonology. Our results demonstrate that minor phonetic differences in articulation, impossible to access by traditional theory, correlate with full-fledged phonological alternation of suffix selection in Hungarian. Traditional phonological accounts predict no effect of continuous phonetic details on discrete phonological generalizations. This is supported in our acoustic data but contrasts with our articulatory findings. In the paper we propose a dynamic model where phonological transparency is directly related to nonlinearity between acoustics and articulation [Stevens, 1989; Wood, 1979]. [Work supported by NIH.

  5. Nonlinearity between acoustics and articulation in Hungarian transparent vowels

    Science.gov (United States)

    Benus, Stefan; Kirke, Karen D.; Gafos, Adamantios I.

    2004-05-01

    We present novel results from the acoustic and articulatory investigation of the production of the transparent vowels (TVs) /i/, /i:/, /e:/ in Hungarian (colon denotes length). The acoustic measurements of the front-back distinction (second formant, the difference of the first and second formants [Ladefoged, 1993]) show that the effect of adjacent back vowels on the front quality of the TVs is only weakly significant. The articulatory measurements of the same data, however, show that adjacent back vowels cause highly significant retraction of the tongue body during the production of the front TVs. The significance of this finding lies in its relevance to the relationship between phonetics and phonology. Our results demonstrate that minor phonetic differences in articulation, impossible to access by traditional theory, correlate with full-fledged phonological alternation of suffix selection in Hungarian. Traditional phonological accounts predict no effect of continuous phonetic details on discrete phonological generalizations. This is supported in our acoustic data but contrasts with our articulatory findings. In the paper we propose a dynamic model where phonological transparency is directly related to nonlinearity between acoustics and articulation [Stevens, 1989; Wood, 1979]. [Work supported by NIH.

  6. The hatching results of indigenous Hungarian speckled hens

    Directory of Open Access Journals (Sweden)

    Ákos Benk

    2016-05-01

    Full Text Available In the pilot farm of Szeged University Faculty of Agriculture we keep two varieties of the Hungarian speckled hen, the feathered-neck variant and the naked-neck type since 1977. The three colour variations of the domestic hen species were bred from the Hungarian lea-land bird by the middle of the 20th Century. Because of the spread of intensive poultry keeping the population of this species has become endangered. Programs supporting ecological-biological farming that began in the last two decades placed the domestically bred birds in the forefront both as purebreds and as candidates in projects for developing merchandisable bio-poultry. Beside the gene preservation, we endeavor to find the best way for the production-purpose utilisation of the speckled hen stock. On the basis of our experiments the laying hens can be used in small scale egg production. We examined the hatching results of both type of speckled hens, during more than 20 generations.

  7. Effect of special Hungarian probiotic kefir on faecal microflora

    Institute of Scientific and Technical Information of China (English)

    Mária Figler; Gyula Mózsik; Béla Schaffer; Beáta Gasztonyi; Pongrác (A)cs; Béla Szili; Regina Rab; Sándor Szakály

    2006-01-01

    AIM: To investigate the effect of a four-week consumption of a special Hungarian probiotic agent (Biofir(R)) on the faecal microflora in human healthy subjects.METHODS: The effect of Biofir(R) with 106/cm3 initial germs on the faecal microflora was studied in 120healthy volunteers (71 females, 49 males). The traditional Russian type kefir was used as control. The various germ groups and pH values were determined in wk 2, 4and 6.RESULTS: The number of all microbes increased during the 4-week probiotic treatment. The number of microbes increased 4.3-fold in the control group and 6.8-fold in Biofir-treated group. The probiotic kefir caused multiplication of the probiotic flora, meanwhile the undesired bacteria multiplied in the control group. No significant change of pH values of the faeces was found in both groups.CONCLUSION: The Hungarian probiotic kefir (Biofir(R)) is capable of promoting multiplication of probiotic bacterial flora in the large bowel.

  8. WEAKNESSES OF THE MANAGEMENT SYSTEM OF TRADITIONAL HUNGARIAN UNIVERSITIES

    Directory of Open Access Journals (Sweden)

    Gabriella KECZER

    2008-01-01

    Full Text Available Transformation of the management of traditional higher education institutionsemerged in Hungary following the change of the political system in 1990,however, an appropriate answer has not been found to date. The first step inthe management of reform is identification of the issues that need to beresolved through the implementation of changes.The present research has been aimed at identifying the present weaknessesof the inner management system of traditional Hungarian universities, thusfind a solid starting point for reforming it. I conducted in-depth interviews inthe course of research, with 10 top university managers who represent 9institutions, thus the majority of traditional Hungarian universities. Such aresearch has not been made at least for the last decade.In my paper first I present the current legal framework of the system ofuniversity management. Then I give an assessment of it on the basis of theinterviews, analysing the deficiencies, the external and internal obstacles toefficient management I conclude that the present leaders of theuniversities can exactly identify those deficiencies of the system and therelated external and internal circumstances that lead to disturbed operationand low efficiency. The results obtained through the interviews suggest that areform of the internal management should rearrange intra-university powerrelations and harmonize scopes of responsibility and competence. A shifttoward a stronger central, rectoral and a more limited faculty- and bodyrelatedmanagement appears necessary.

  9. Hungarian Accounting Regulations: Exposed to the Cross-Fire

    Directory of Open Access Journals (Sweden)

    Rita Ambrus

    2015-09-01

    Full Text Available The aim of the paper is to highlight two factors influencing Hungarian accounting regulations: the legislation of accounting in the last 25 years and the most important features of the taxation system. Both of them can influence the main requirement of the Hungarian Act on Accounting, the true and fair view. The research methods are based on a synthesis of the national and international literature. The authors examine the regulation system embedded in the legal and economic environment. The paper shows the accounting legislation in Hungary after the changing of the regime, its asymmetry, the attitude of the legislators and the current situation. The analysis of the tax system is connected to the provisions of accounting, highlighting the problems of the tax administration, the relation between corporate tax and the resultsof accounting and the intention to simplify it. The main conclusion is to make the system more flexible, in line with the legal and fiscal institutions, to fulfil its important requirements.

  10. Typically Female Features in Hungarian Shopping Tourism

    Directory of Open Access Journals (Sweden)

    Gábor Michalkó

    2006-06-01

    Full Text Available Although shopping has been long acknowledged as a major tourist activity, the extent and characteristics of shopping tourism have only recently become the subject of academic research and discussion. As a contribution to this field of knowledge, the paper presents the characteristics of shopping tourism in Hungary, and discusses the typically female features of outbound Hungarian shopping tourism. The research is based on a survey of 2473 Hungarian tourists carried out in 2005. As the findings of the study indicate, while female respondents were altogether more likely to be involved in tourist shopping than male travellers, no significant difference was experienced between the genders concerning the share of shopping expenses compared to their total travel budget. In their shopping behaviour, women were typically affected by price levels, and they proved to be both more selfish and more altruistic than men by purchasing more products for themselves and for their family members. The most significant differences between men and women were found in their product preferences as female tourists were more likely to purchase typically feminine goods such as clothes, shoes, bags and accessories, in the timing of shopping activities while abroad, and in the information sources used by tourists, since interpersonal influences such as friends’, guides’ and fellow travellers’ recommendations played a higher role in female travellers’ decisions.

  11. Effects of Lower and Higher Quality Brand Versions on Brand Evaluation: an Opponent-Process Model Plus Differential Brand-Version Weighting

    National Research Council Canada - National Science Library

    Timothy Heath; Devon DelVecchio; Michael McCarthy; Subimal Chatterjee

    2009-01-01

    ...) or lower-quality versions (e.g., Ruby Tuesday's Corner Diner). A brand-quality asymmetry emerges on measures ranging from brand choice to brand attitude to perceptions of brand expertise, innovativeness, and prestige...

  12. Personal Branding: An Essential Choice?

    National Research Council Canada - National Science Library

    Hannes-Andrej Machaz; Keyvan Shokoofh

    2016-01-01

      Many marketers within the business community have long considered branding to be a method that can effectively reduce or eliminate competition for a product and can draw in customers in a similar...

  13. Online Anti-Brand Herds

    DEFF Research Database (Denmark)

    Langley, David J.; Tan, Chee-Wee; Worm, Daniël

    light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...... the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory......The online environment offers a fertile breeding ground for anti-brand herds of disgruntled consumers. Firms are often caught off guard by the unpredictability of such herds and, as a consequence, are forced into a reactive, defensive stance. We conduct a social media analysis that aims to shed...

  14. 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...

  15. COMUNICARE NARATIVA SI IDENTITATEA BRANDING-ULUI UNIVERSITAR/STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    National Research Council Canada - National Science Library

    Andreea Monica State

    2016-01-01

      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...

  16. Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model

    National Research Council Canada - National Science Library

    Ivan-Damir Anić; Edo Rajh

    2008-01-01

    The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty...

  17. The impact of social identity of brand on brand loyalty development

    Directory of Open Access Journals (Sweden)

    Alireza Bakhshizadeh

    2012-08-01

    Full Text Available During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty.

  18. How do different types of community commitment influence brand commitment? The mediation of brand attachment.

    Science.gov (United States)

    Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan

    2013-11-01

    Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC). We then assess the mediating role of brand attachment in the relationship between these three components and brand commitment. We test the hypotheses using a sample of online mobile phone brand communities in China. The empirical results reveal that brand attachment exerts an indirect (but not mediated) effect on the relationship between continuance CC and brand commitment and on the relationship between normative CC and brand commitment. We also find that it exerts a partial mediating effect on the relationship between affective CC and brand commitment. The findings contribute to the branding literature and have important implications for brand community management.

  19. The effect of social media marketing on brand trust and brand loyalty for hotels

    National Research Council Canada - National Science Library

    Tatar, Şahika Burçin; Eren-Erdoğmuş, İrem

    2016-01-01

    .... Hotels, in this case, have made many efforts on branding to gain brand loyalty and brand trust from their customers and recently they have carried their efforts to social media to survive in online environment as well...

  20. Branding on the Shop Floor

    OpenAIRE

    Szilvia Gyimóthy; Louise Rygaard Jonas

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performe...

  1. Brand the Pricing: Critical Critique

    OpenAIRE

    Alam Kazmi, Syed Hasnain

    2015-01-01

    Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars and explains consumer’s role responding to their psychological representations of price rather than price itself. Scholars have ...

  2. 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 ...

  3. Lexical Borrowing in the Speech of First-Generation Hungarian Immigrants in Australia

    Directory of Open Access Journals (Sweden)

    Anikó Hatoss

    2016-09-01

    Full Text Available This article reports findings of a sociolinguistic project which investigated language contact phenomena in the speech of first-generation Hungarian Australians living in Sydney. The research aimed to identify and analyze English lexical items borrowed into the spoken Hungarian of first-generation Hungarian–English bilinguals. This research had a mixed methods approach including a quantitative element (count of lexical manifestations by categories such as part of speech and a qualitative element in which the various lexical manifestations have been subjected to a linguistic analysis. The Hungarian National Corpus was used as a reference guide to determine the status of these phenomena in the lexicon of Standard Hungarian. The data were collected through semi-structured sociolinguistic interviews with 22 Hungarian Australians living in Sydney. The findings demonstrate that (a first-generation Hungarians are highly creative language users and integrate a large number of English lexical items into their speech. Most lexical borrowings belong to the derivational blends with the highest proportion of the nominal group. Lexical borrowings from English are morphologically integrated with Hungarian-derivational suffixes and inflectional case markings. This research provides original empirical data to better understand the various inter-language lexical manifestations in Hungarian–English bilingual contexts. The study adds to the relatively small body of research on Hungarian–English bilingualism in diasporic context and contributes to understanding lexical borrowing from a contact linguistic perspective.

  4. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    Directory of Open Access Journals (Sweden)

    Yunia Wardi

    2015-06-01

    Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.

  5. MARKETING CONSIDERATIONS ON BRAND COMMUNITIES

    Directory of Open Access Journals (Sweden)

    A.-C. Budac

    2016-12-01

    Full Text Available Most consumers spend an important part of their free time looking for online information about the brands before taking a decision to purchase. The Internet is the main factor which has led to a considerable increase of the time allotted by consumers for search and comparing information about brands, as a step preceding the decision to purchase and also one of the most important factors that influence the interaction between the brand and the consumer. Although the general trend is that the public to become more active and more involved in the choice of the brand, consumer's responses to its messages obviously depend on cultural, social or economic factors. The work has the purpose to clarify what brand community means and how it appeared - if it was really built from scratch or it has already existed in a latent way and it must only be recognized - the characteristics of successful communities, which of the objectives of the brands can be achieved by means of these groups, what is the role of social media in the development of these communities, what kind of types of mem¬bers are likely to be encountered inside of the online communities and what is their proportion for each and which are the research methodologies that can give support to companies in monitoring these groups.

  6. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    Directory of Open Access Journals (Sweden)

    Yunia Wardi

    2015-06-01

    Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.

  7. 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.

  8. How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

    OpenAIRE

    Burcu İlter; Nilay Bıçakcıoğlu; İlkin Ögel Yaran

    2016-01-01

    The aim of this study is to understand the relationships between brand attachment and word of mouth communication (WOM), brand attachment and brand jealousy; brand jealousy and WOM; and the mediating role of brand jealousy on the relationship between brand attachment and word of mouth communication. The measurement model is analyzed via confirmatory factor analysis (CFA). Further, structural equation modeling was performed in order to test the construct relations in the theoret...

  9. An investigation of brand image and its role in brand development

    OpenAIRE

    Herstein, Ram

    1998-01-01

    The main objective of this research is to investigate the most vital issue in the realm of branding - what makes a brand powerful, from the perspective of brand image. This concept has yet to gain due recognition as relatively little recent original research has been published on brand image. The research was undertaken in the fragrances industry in the UK. This research explores the brand image concept as a determinant of brand success; therefore, first and foremost, this concept has to b...

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

    OpenAIRE

    Rares MOCANU

    2013-01-01

    This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970) considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197) studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under...

  11. Translating Welsh Drama Into Hungarian Through English: A Contextual Introduction to Sêra Moore Williams’ Crash in Hungarian Translation

    Directory of Open Access Journals (Sweden)

    Márta Minier

    2016-01-01

    Full Text Available This article offers a predominantly contextual introduction to my translation of a contemporary Welsh play by Sêra Moore Williams, Crash (2004, into Hungarian. Williams' three-person drama for young people was written originally in the author's native language, Welsh, and translated into English by the playwright herself. In my translation process of the play from English to Hungarian the intermediary role played by English raises ethical concerns from a postcolonial perspective, while in a pragmatic sense it is almost a necessity to rely on it when communicating Welsh-language cultural production to the broader international public, including to other minor languages. The article will place the drama in its generic context, introducing the play as a Theater in Education piece, as Williams' work has been inspirational in the development of tantermi színház [classroom theater] in Hungary since the early 2000s. As a specific case study within the case study, the additional discussion of the translation of Williams' polysemic title will provide an insight into the role such a significant paratext plays in uprooting a dramatic text from one culture to another.

  12. [Suggestions of reshaping medical education (The Hungarian medical elite at universities and the Hungarian Academy of Sciences) 1947-1948].

    Science.gov (United States)

    N Szabó, József

    2017-03-01

    This study is part of the monograph entitled Scientific Elites and Politics (1945-1948) to be published soon. The relationships of political parties with several elite groups, such as groups of agronomic, human, economic, legal, technical and natural sciences, as well as the roles of these elites in scientific life, have been looked into and published in renowned periodicals. Using new sources, different specialist groups' and political powers' suggestions of reshaping medical education in 1947 and 1948, are presented. The medical elite's situation at universities and the Hungarian Academy of Sciences is also outlined. The study renders an account of the entire post-war medical elite. It will be stated who and based on what scientific achievement became member of the Hungarian Academy of Sciences, who was appointed to professor and who became a habilitated doctor. This study, which is a desideratum of research, may not only interest researchers but is aimed at a broader readership, including physicians. Orv. Hetil., 2017, 158(11), 432-437.

  13. 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...

  14. 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...

  15. PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

    Directory of Open Access Journals (Sweden)

    Branislav Lijović

    2012-12-01

    Full Text Available This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.

  16. Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna

    OpenAIRE

    Lazareva, Svetlana

    2016-01-01

    The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how ...

  17. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

    knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment......This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded......) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place...

  18. Nation branding as an emerging field

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2016-01-01

    Nation branding is a remarkable phenomenon. In less than two decades, it has established itself as the preferred framework for interstate strategic communication and as an emerging academic field. The paper describes how this extraordinary expansion was possible by showing how nation branding...... and that this feature has been an indispensable requisite for establishing nation branding as a field of practice and as an academic field. Despite the indisputable academic productivity that is a result of the vagueness of the brand concept, we suggest that to reach a normal science-like situation in the field...... presents itself as a theoretical possibility and a practical necessity. We propose that what made a travel possible from product branding via corporate branding to nation branding was the semantic flexibility of the brand concept. We argue that the brand concept is almost void of meaning...

  19. Systematic review of public health branding.

    Science.gov (United States)

    Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L

    2008-12-01

    Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Public health brands are the associations that individuals hold for health behaviors, or lifestyles that embody multiple health behaviors. We systematically reviewed the literature on public health brands; developed a methodology for describing branded health messages and campaigns; and examined specific branding strategies across a range of topic areas, campaigns, and global settings. We searched the literature for published studies on public health branding available through all relevant, major online publication databases. Public health branding was operationalized as any manuscripts in the health, social science, and business literature on branding or brands in health promotion marketing. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 154 articles and reviewed a final set of 37, 10 from Africa, Australia, and Europe. Branded health campaigns spanned most of the major domains of public health and numerous communication strategies and evaluation methodologies. Most studies provided clear information on planning, development, and evaluation of the branding effort, while some provided minimal information. Branded health messages typically are theory based, and there is a body of evidence on their behavior change effectiveness, especially in nutrition, tobacco control, and HIV/AIDS. More rigorous research is needed, however, on how branded health messages impact specific populations and behaviors.

  20. Brand Marketing Model on Social Networks

    Directory of Open Access Journals (Sweden)

    Jolita Jezukevičiūtė

    2014-04-01

    Full Text Available The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalysis of a single case study revealed a brand marketingsocial networking tools that affect consumers the most. Basedon information analysis and methodological studies, develop abrand marketing model on social networks.

  1. Branding behavior in the Danish Food Industry

    DEFF Research Database (Denmark)

    Baker, Alister Derek; Baltzer, Kenneth Thomas; Skadkær Møller, Anja

    2006-01-01

    Cross-sectional data from a survey of Danish firms are used to examine branding behavior in 2002 and its change between 1997 and 2002. Summary data from the survey are presented. Branding behavior is defined and relevant literature is reviewed. Based on hypotheses developed from this literature...... and introduce the most brands, although few associations with the commodity sector are identified. Firms' use of retail brands is found to substitute for brand introduction in the long run and to increase with ownership by retail firms. Conclusions are drawn regarding the strategic stance of retailers...... in the Danish food system and its employment of retailers' own-label brands...

  2. A Brand Entwined in National History

    DEFF Research Database (Denmark)

    Ravn Sørensen, Anders

    In this paper I use the Danish retailing cooperative, COOP, as an example of a corporate heritage brand that, not merely is aligned with, but has become completely entwined in Danish national history and identity. Thus, while many brand managers aspire to have their brands associated with fashion......In this paper I use the Danish retailing cooperative, COOP, as an example of a corporate heritage brand that, not merely is aligned with, but has become completely entwined in Danish national history and identity. Thus, while many brand managers aspire to have their brands associated...

  3. The Impact of Brand Personality on Product Sale through Brand Equity (Case Study: Cosmetic Products Retailers

    Directory of Open Access Journals (Sweden)

    Hossein Rezaei Dolatabadi

    2012-11-01

    Full Text Available In recent years, understanding the reasons of brand personality attraction for consumers, the determination of its effect on consumer behavior and brand equity has been an area of interest to researchers of consumer behavior. Certainly, this concept can be important for sellers of product that are on the other side of the purchase & sale equation and the results can be effective in promoting their brands. In order to reach this purpose, this study has analyzed the influence of brand personality on sale product through brand equity concept, from view point of retailer cosmetic product in Iran. The findings of this research imply that brand personality influence on brand equity and product sale and the dimensions of brand equity show a mediator role between brand personality and product sale. Furthermore, the results indicate excitement and sincerity as the two dominant dimensions of L'Oreal's personality and show indirect impact of brand personality on brand equity and sale product dimensions.

  4. Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception.

    Science.gov (United States)

    Kervyn, Nicolas; Fiske, Susan T; Malone, Chris

    2012-04-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

  5. The fight between store brands and national brands: What's the score?

    DEFF Research Database (Denmark)

    Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.

    2006-01-01

    In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible...... chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands...... from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy....

  6. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

    Directory of Open Access Journals (Sweden)

    Nusa Petek

    2013-01-01

    Full Text Available Recently academics outlined the importance of brand relationships andbrand experiences as building blocks of brand identities. New marketingcommunication tools, which enable interactions and consumer engagement,are among the most important tools mentioned for strengtheningbrand relationships and enhancing brand experiences by academics.Therefore the paper analyses the understanding of brand identitybuilding blocks by brand experts and their usage of new marketingcommunication tools. Twelve in-depth interviews have been conductedamong brand experts in Slovenia. Our findings imply that brand experts’knowledge about brand identity is not consistent with the newestbrand identity conceptualizations, by not considering brand relationshipsand brand experiences as building blocks of brand identity. Evenif new marketing communications have been adapted to the great extent,traditional marketing communication tools still prevail and thereforenew marketing communication tools, especially mobile advertisingis in majority still in its infancy.

  7. Processing relative clauses by Hungarian typically developing children.

    Science.gov (United States)

    Kas, Bence; Lukács, Agnes

    2012-05-01

    Hungarian is a language with morphological case marking and relatively free word order. These typological characteristics make it a good ground for testing the crosslinguistic validity of theories on processing sentences with relative clauses. Our study focussed on effects of structural factors and processing capacity. We tested 43 typically developing children in two age groups (ages of 4;11-7;2 and 8;2-11;4) in an act-out task. Differences in comprehension difficulty between different word order patterns and different head function relations were observed independently of each other. The structural properties causing difficulties in comprehension were interruption of main clauses, greater distance between the verb and its arguments, accusative case of relative pronouns, and SO head function relations. Importantly, analyses of associations between working memory and sentence comprehension revealed that structural factors made processing difficult by burdening components of working memory. These results support processing accounts of sentence comprehension in a language typologically different from English.

  8. Polymorphism of clotting factors in Hungarian patients with Raynaud's phenomenon.

    Science.gov (United States)

    Shemirani, Amir-Houshang; Szomják, Edit; Balogh, Emese; András, Csilla; Kovács, Dóra; Acs, Judit; Csiki, Zoltán

    2011-01-01

    Patients with primary Raynaud's phenomenon may have a genetically determined risk for clotting factors that predispose them to aberrant microvascular thrombosis. We investigated the prevalence of factor V substitution of G to A at position 1691 (FVLeiden), prothrombin G20210A, and methyltetrahydrofolate reductase C677T mutations in these patients. Two hundred (158 women, 42 men, mean age of 42.4 ± 13.7 years) consecutive patients with primary Raynaud's phenomenon and 200 age-sex-matched healthy controls of Hungarian origin were included in a case-control study. The prevalence of methyltetrahydrofolate reductase C677T homozygous among patients was significantly lower than in the control group (odds ratio 0.4, 95% confidence interval 0.2-0.9, P Raynaud's phenomenon and control subjects. FVLeiden, prothrombin G20210A, and polymorphism, prothrombin G20210A mutations have no apparent effect on the etiology of primary Raynaud's phenomenon.

  9. Surveying the relationship between brand equity and brand-customer personality congruency

    Directory of Open Access Journals (Sweden)

    Shahriar Azizi

    2013-03-01

    Full Text Available Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, this research has tested a model in Shahrvand Chain Stores of Tehran. Sample of 185 customers of this store has been selected and finally with return rate of 90%, 163 usable questionnaires have been returned. Partial Least Square method using SMART PLS software V 1.5 showed that brand-customer personality congruency has significant and positive relationship with brand trust (t=2.214, = β0.205 and brand identification (t= 1.944, = β0.179 with sig< 0.10, also brand identification has positive relationship on brand loyalty (t=5.371, = β0.467 and brand trust has positive effect on brand loyalty (t=3.741, = β0.346 and brand equity (t=2.583, =β0.267, and finally brand loyalty has positive effect on brand equity (t=5.039, =β0.559. In the other hand, the results revealed that brand-customer personality congruency has no direct effect on brand loyalty. Also brand identification do not directly affects brand equity.

  10. THE SHEEPSKIN EFFECT IN THE HUNGARIAN LABOUR MARKET 2010-2012: ANALYSIS OF DATA FROM THE HUNGARIAN GRADUATE TRACKING SYSTEM

    Directory of Open Access Journals (Sweden)

    Kun Andras Istvan

    2014-07-01

    Full Text Available The sheepskin effect is a wage increase connected to the attainment of a degree (or credential in addition to the wage gap connected to the completion of a schooling level (school years, exams passed etc.. This effect is often referred to as a phenomenon supporting the signaling (or screening hypothesis against human capital theory in the so called ‘signaling vs. human capital debate’ over the economic role of education. Many empirical studies in many countries have tested (mostly successfully this hypothesis during the last decades, but it has never been tested in Hungary. Therefore the main goal of the current study is to identify and measure the sheepskin effect in Hungarian higher education based on the country-wide, representative databases of the Hungarian Graduate Career Tracking System (HGCTS. The 2 databases used in the analysis are two HGCTS surveys from the years 2011 and 2012. The first part of the article is a literature review that summarises the results of the existing empirical sheepskin research and highlights their connections to the signaling vs. human capital debate. In the second part, empirical research is carried out based on the HGCTS data. This research has two phases. In the first phase subjective data are analysed (according to the perceived negative effect of not obtaining the degree in time, while in the second, mean differences are tested between net hourly wages of responder groups (1 who have the educational credential and (2 do not have it (even though they have finished all courses and passed all exams at the given educational level. The statistical analysis identified significant wage gaps between graduated responders and those who had not graduated but had passed the state exam (and so had finished all the exams in higher education before graduating on nearly all levels and in both samples (the only exemption was the post-Bologna master level in the 2011 sample. We can conclude that the existence of the

  11. Approaches that Affect Consumer-Based Brand Equity

    National Research Council Canada - National Science Library

    Denise Santos De Oliveira; Mauro Caetano; Ricardo Limongi França Coelho

    2017-01-01

    ...: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions...

  12. Hungarian perspectives on emigration and immigration in the new European architecture.

    Science.gov (United States)

    Szoke, L

    1992-01-01

    After a brief review of Hungary's history as a receiving country, the author assesses projected changes in Hungarian migration policy designed to prevent a massive new influx of refugees and other migrants from eastern and central Europe.

  13. Competitive edge: the art and science of branding.

    Science.gov (United States)

    Longeteig, Kim

    2010-01-01

    Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.

  14. 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

  15. STRUCTURAL CHANGES OF THE HUNGARIAN MEAT PROCESSING INDUSTRY INFLUENCING THE QUALITY STRATEGY OF THE PIG SECTOR

    Directory of Open Access Journals (Sweden)

    Kinga NAGYNÉ PÉRCSI

    2005-01-01

    Full Text Available The Hungarian company structure in the meat industry is very different from the structures in the major meat industrial EU countries. While in the latter ones the concentration and specialization have strengthened, in Hungary these processes did not happen or in just a limited way. Therefore the Hungarian companies face handicaps concerning economies of scale and specialization compared to the EU companies.

  16. Macro-aspects affecting sport sponsorship: The case of Hungarian professional soccer clubs’ sponsors

    OpenAIRE

    Péter Berkes; Mihály Nyerges; János Váczi

    2007-01-01

    Hungarian soccer and sponsorship market is a relatively new and unexplored subject of research in the field of sports sponsorship in view of the fact that most studies have focused on the major European soccer leagues so far. This paper focuses on the Hungarian soccer sponsorship market, which gives a variety of comparisons to other studies (Chadwick — Thwaites 2005; Couvelaere — Richelieu 2005; Bühler 2006) on soccer sponsorship focusing on the major soccer markets. A comprehensive overview ...

  17. The acquisition of Hungarian high front unrounded short vs. long vowels

    OpenAIRE

    Zajdó, K.; Wempe, T.G.; van der Stelt, J.; Pols, L.C.W.

    2011-01-01

    This study examined spectral properties of the Hungarian vowel pair /i/ vs. /i:/ with contrasting phonemic vowel lengths in 2;0 and 4;0 years old boys acquiring Hungarian as their native language. Results were obtained by an automated pitch-synchronous bandfilter analysis method that estimates the spectral envelope representation of vowels. Subsequent data reduction was achieved via principal component analysis. Examining the spectral differentiation of vowels with contrasting phonemic vowel ...

  18. Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases

    OpenAIRE

    Lele Aak; Alan Brokaw; Mait Miljan

    2004-01-01

    The dynamic global business environment creates brand strategy challenges for companies, including those in fast-adjusting Central and Eastern European countries. Some of the main topics that businesses have to face are brand building, brand equity and brand valuation. The importance of brands varies across and within industries. This paper focuses on analyzing the need for brand building, brand equity, and brand valuation in food industry, with a focus on Estonian businesses. Specifically, t...

  19. Poetics and politics of destination branding: Rebranding Zimbabwe 2010

    OpenAIRE

    Munjoma, Kenneth

    2012-01-01

    Most destination branding literature ignore the poetics and the actual exercise of destination branding only dwelling much on the promotion of brands. Again many branding and destination branding studies fail to distil some unique challenges between place and product branding and their inspiration comes from general marketing literature. The researcher outlines a conceptual framework for developing a destination brand namely the dialogic perspective to destination branding which accentuates ...

  20. AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

    OpenAIRE

    Moisescu Ovidiu Ioan

    2007-01-01

    Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing str...

  1. Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management

    NARCIS (Netherlands)

    S. Zenker (Sebastian); E. Braun (Erik)

    2017-01-01

    textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is

  2. Branding on the Shop Floor

    Directory of Open Access Journals (Sweden)

    Szilvia Gyimóthy

    2010-09-01

    Full Text Available Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performed. By documenting the disloyal behaviour of butchers, we demonstrate that the affective commitment towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures.

  3. Damaging brands through market research:

    DEFF Research Database (Denmark)

    Horn, C.; Brem, Alexander; Ivens, B.

    2014-01-01

    Purpose – The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research process. The research questions are: does taking part in PMs influence customers’ brand perception......? Is there a danger of damaging a brand through this tool? Design/methodology/approach – The paper uses a series of five short-term (less than one hour) and five long-term (three weeks) experimental online PMs where customers are integrated into marketing research and apply a series of online-surveys before and after...... taking part as virtual stock market traders. Subjects of research are taken from the sporting goods industry. Findings – The paper shows that PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the PMs, although customers are being...

  4. 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.

  5. Lessons from Objects: Designing a Modern Hungarian Childhood 1890-1950

    Directory of Open Access Journals (Sweden)

    Amber Winick

    2016-01-01

    Full Text Available Art and architecture assisted Hungary’s delivery into modern Europe, and many Hungarian designs of the early twentieth century invoked the child rather than the adult as the ideal citizen. Throughout the first half of the twentieth century, Hungarian designers, design reformers and the Ministry of Culture and Education expressed national identity through design, emphasizing objects and spaces for children as a key element in defining a national culture. This research unfolds a vital dimension of Hungarian culture by examining a selection of objects and spaces—nursery designs, children’s clothing, school architecture, the Budapest Zoo and book illustrations—made for Hungary’s children during different periods of the last century. Working in partnership with the Iparművészeti Múzeum—the Museum of Applied Arts in Budapest—as well as several public and private collections across Hungary, I researched a number of important children’s designs that helped to shape the lives and experiences of twentieth century Hungarian children.  Central to my research is how social and political forces shaped designs and how these designs helped children identify as Hungarian citizens. Looking at five material case studies, I hope to demonstrate the ways in which designers negotiated issues of Hungarian identity, tradition, and modernity.

  6. Magyar Nemzeti Helynévtár [The Hungarian National Toponym Registry

    Directory of Open Access Journals (Sweden)

    Hoffmann, István

    2015-12-01

    Full Text Available The website of the Hungarian National Toponym Registry was launched in October 2015 (www.mnh.unideb.hu. The Hungarian National Toponym Registry is a digital database designed to store and manage the complete synchronic and diachronic place name stock of the Hungarian language area. The database consists of two units: the Hungarian Names Archives (www.mna.unideb.hu, which stores place names in text and excel files (and incorporates approximately 450,000 data and the Hungarian Digital Toponym Registry (www.mdh.unideb.hu, the early and modern modules of which can be accessed as online databases (incorporating approximately 280,000 data. Data can be retrieved through a number of organisation and search options focusing on different features; the results can be projected to maps; detailed information is available with regard to each name form and indicated place. The paper presents the workings of the Hungarian National Toponym Registry, summarising the project’s progress, some further objectives, and the scientific and social significance of the research programme.

  7. Extreme differences in SLCO1B3 functional polymorphisms in Roma and Hungarian populations.

    Science.gov (United States)

    Nagy, Agnes; Szalai, Renata; Magyari, Lili; Bene, Judit; Toth, Kalman; Melegh, Bela

    2015-05-01

    Variants in SLCO1B3 transporter are linked to disposition and uptake of drugs and show high degree of heterogeneity between populations. A total of 467 Roma and 448 Hungarian subjects were genotyped for SLCO1B3 c.334T>G and c.1683-5676A>G variant alleles by PCR-RFLP assay and direct sequencing. We found significant differences in the frequencies of homozygous variant genotypes of SLCO1B3 334GG (41.54% vs. 8.04%, pRomas and Hungarians. A significantly increased prevalence was found in SLCO1B3 1683-5676G allele frequency in Hungarians compared to the Roma population (15.07% vs. 3.43%, p≤0.001). The frequency of SLCO1B3 334G allele was significantly increased in Roma population compared to Hungarians (70.56% vs. 52.23%, p=0.001). The LD values between the examined SNPs were 80 and 90 in Roma and in Hungarian samples, respectively. Our results highlight notable pharmacogenetic differences between Roma and Hungarian populations, which may have therapeutic implications.

  8. Co-creating Stakeholder and Brand Identities

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Voyer, Benjamin; Kastanakis, Minas

    2017-01-01

    important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four......This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding...... and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially...

  9. The mechanism of territorial branding development

    Directory of Open Access Journals (Sweden)

    Yu.L. Shatava

    2012-12-01

    Full Text Available The article is devoted to the questions of territorial branding; the mechanism of territory brand development and advancement in obedience to strategy of regions development is offered.

  10. Understanding brand and dealer retention in the new car market : The moderating role of brand tier

    NARCIS (Netherlands)

    Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

    2007-01-01

    Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We a

  11. Counter narratives inplace and city branding and their influence on brand mangement

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

    The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement.......The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement....

  12. Understanding brand and dealer retention in the new car market : The moderating role of brand tier

    NARCIS (Netherlands)

    Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

    2007-01-01

    Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We a

  13. Understanding Brand and Dealer Retention in the New Car Market: The Moderating Role of Brand Type

    NARCIS (Netherlands)

    P.C. Verhoef (Peter); F. Langerak (Fred); A.C.D. Donkers (Bas)

    2004-01-01

    textabstractDealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers selling different types of brands. To analyze our clai

  14. Understanding brand and dealer retention in the new car market : The moderating role of brand tier

    NARCIS (Netherlands)

    Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

    2007-01-01

    Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We

  15. Understanding Brand and Dealer Retention in the New Car Market: The Moderating Role of Brand Type

    NARCIS (Netherlands)

    P.C. Verhoef (Peter); F. Langerak (Fred); A.C.D. Donkers (Bas)

    2004-01-01

    textabstractDealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers selling different types of brands. To analyze our

  16. 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…

  17. The Effect of Brand Extension Strategies upon Brand Image in the Sport Apparel Market

    Directory of Open Access Journals (Sweden)

    Bahram Ranjbarian

    2012-10-01

    Full Text Available Nowadays, for the most manufacturing firms operating in competitive markets, the consumer's image of their brand is particularly important. One of the strategies by which companies influence the costumers' image of their brand is the brand extension strategy. This study seeks to determine the effect of brand extension strategies upon brand image in the sport apparel market among the physical education students of Isfahan University and Khorasgan Azad University. In this research, by using two pre-tests, the right brands and products were chosen to be studied. Then the tests were carried out on two brands and two products. Such variables as, the consumer's initial brand image (before brand extension, perceived fit between the extended product and other products of the brand and consumer's attitude to extension were analyzed as possible variables affecting the quality of brand image in the sport apparel market. In this study, for collecting data a questionnaire was used. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the brand image quality after implementing the brand extension strategy has been influenced by initial brand image, perceived fit between the new product and other products of the brand and consumers attitude to extension. Also, the influence of consumer innovativeness as a factor which moderates the relationship of perceived fit between the new product and other products of the brand with consumer's attitude to extension has been not approved.

  18. Understanding Brand and Dealer Retention in the New Car Market: The Moderating Role of Brand Type

    NARCIS (Netherlands)

    P.C. Verhoef (Peter); F. Langerak (Fred); A.C.D. Donkers (Bas)

    2004-01-01

    textabstractDealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers selling different types of brands. To analyze our clai

  19. Consumer Brand Choice: Money Allocation as a Function of Brand Reinforcing Attributes

    Science.gov (United States)

    Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.

    2010-01-01

    Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity,…

  20. Surveying the Relationship between Brand Equity and Brand-Customer Personality Congruency

    Directory of Open Access Journals (Sweden)

    Morteza Rezaei

    2013-01-01

    Full Text Available Assigning human`s personality features to brands is one of the main subjects that has beenfocused by researchers in latest decades. On the other hand, congruency of brand personalitywith customers` personality is a concept that could affect brand equity. So in order to explorethis relationship, this research has tested a model in Shahrvand Chain Stores of Tehran.Sample of 185 customers of this store has been selected and finally with return rate of 90%,163 usable questionnaires have been returned. Partial Least Square method using SMARTPLS software V 1.5 showed that brand-customer personality congruency has significant andpositive relationship with brand trust (t=2.214, =β0.205 and brand identification (t= 1.944, =β0.179 with sig< 0.10, also brand identification has positive relationship on brand loyalty(t=5.371, =β0.467 and brand trust has positive effect on brand loyalty (t=3.741, =β0.346and brand equity (t=2.583, =β0.267, and finally brand loyalty has positive effect on brandequity (t=5.039, =β0.559. In the other hand, the results revealed that brand-customerpersonality congruency has no direct effect on brand loyalty. Also brand identification do notdirectly affects brand equity.

  1. Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?

    Directory of Open Access Journals (Sweden)

    James Shanteau

    2010-01-01

    Full Text Available This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips. Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic value. For each brand, there were five conditions: 1 the product with the correct brand name; 2 the product with a switched brand name; 3 the product with another switched brand name; 4 the product alone with no brand name; and 5 the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.

  2. Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

    OpenAIRE

    2012-01-01

    This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate t...

  3. Practice of Internet Marketing in Destination Branding

    OpenAIRE

    Duong, Linh

    2012-01-01

    This study provides information about destination branding and the effect of Internet marketing on tourism. Tourism branding generates interest in a destination as well as, investments and reputation. Destination branding with the support of Internet marketing is a new way of maximizing profit. The advantages of Internet marketing include speed and efficiency due to sharing and contributing functions. The aims of the research were to figure out the importance of destination branding stra...

  4. 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.

  5. Dr. Andras Siegler, President of the Hungarian CERN Committee, Ministry of Education, Research and Development Division, Budapest, Hungary

    CERN Multimedia

    Maximilien Brice

    2002-01-01

    Photo 01: Dr András Siegler, President of the Hungarian CERN Committee, Ministry of Education, Research and Development Division (right) and Barbara Vizkelety Secretary of the Hungarian CERN Committee visiting the ASACUSA experiment on the Antiproton Decelerator Photo 02: Dr András Siegler, President of the Hungarian CERN Committee, Ministry of Education, Research and Development Division (right) visiting the ASACUSA experiment on the Antiproton Decelerator with (from left to right) Dezso Horvath, Cecilia Jarlskog, Barbara Vizkelety Secretary of the Hungarian CERN Committee. Photo 03: Dr András Siegler, President of the Hungarian CERN Committee, Ministry of Education, Research and Development Division (right) and Barbara Vizkelety Secretary of the Hungarian CERN Committee visiting the ASACUSA experiment on the Antiproton Decelerator.

  6. The Effect of Brand Extension Strategies upon Brand Image in the Mobile Market

    Directory of Open Access Journals (Sweden)

    Ali Kazemi

    2013-09-01

    Full Text Available This study analyzes the impact of brand extension strategies upon brand image in the mobile market. Questionnaires were designed to measure variables of the Nokia brand and product fit laptops. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the brand image quality after implementing the brand extension strategy has been influenced by brand's image before extension, perceived fit between the new product and other products of the brand and the new product acceptance by consumers. But, the influence of the perceived quality of the product on consumer's attitude to new product has been not approved.

  7. The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

    Directory of Open Access Journals (Sweden)

    Lívia Rufino Bambuy

    2014-12-01

    Full Text Available Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.

  8. Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process

    Directory of Open Access Journals (Sweden)

    Maja Konecnik Ruzzier

    2011-12-01

    Full Text Available The paper presents the part of the process of I feel Slovenia brand developmentin which we investigated 707 respondents from key stakeholdergroups. Respondents were representatives of all key stakeholdergroups in the country who, along with the other two target groups (opinionleaders and local inhabitants, represented the most importantstakeholders in the process of country brand development. A strongagreement regarding brand identity elements is evident from researchresults, which imply that identity elements shared by representativesfrom different internal stakeholder groups should form the basis of astrong country brand. Such brand foundation represents a strong preconditionfor a country brand, which could through hard and systematicwork become a strong and successful brand.

  9. 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...

  10. Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community

    DEFF Research Database (Denmark)

    Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia

    2017-01-01

    While branding research traditionally views brand identity as an inside-out management controlled phenomenon, recent research emphasizes that a wide variety of stakeholders in the brand ecosystem enact and co-create brand identity. Following this theoretical perspective, management forms......, this research compares individual and collective articulations of a Nike related brand community with articulations of the intended brand identity. While earlier findings solely emphasize inside-out brand management or outside-in brand community perspectives, the findings of this article reveal a nested system...... the intended brand identity in a deliberate process and articulates this identity, surfacing as values and artifacts. Stakeholders develop and articulate values and artifacts in their own manner, but enact the brand identity at the same time. On the basis of data from a participatory ethnographic study...

  11. Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads

    Directory of Open Access Journals (Sweden)

    Ziva Kolbl

    2015-06-01

    Full Text Available Brand revitalization is a process, which is often necessary when the brand’s offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand’s marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

  12. A Roadmap for branding in industrial markets

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Der tales for det meste om branding i relation til forbrugermarkedet. Men branding er nøjagtig lige så vigtig for B2B markedet, siger Webster og Keller og henviser til, at nogle af de mest værdifulde brands i verden netop har hjemme på det industrielle marked: ABB, Caterpillar, FedEx, Hewlett Pac...

  13. External Perceptions of Successful University Brands

    Science.gov (United States)

    Chapleo, Chris

    2008-01-01

    Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands, and it therefore seems to be timely and appropriate to investigate the common approaches of…

  14. The Prevalence of Longevity Among Leading Brands

    Directory of Open Access Journals (Sweden)

    Bradford T. Hudson

    2014-10-01

    Full Text Available The longevity of brands is embedded in scholarship involving brand processes that evolve over time such as brand equity, loyalty, nostalgia, and lifecycle. It is also an important conceptual element in the emerging topic of brand heritage. This paper offers new insight regarding the prevalence of brand longevity in a variety of industries, based on historical research about 148 leading brands ranked in prior studies by the consulting firm Interbrand. The author finds that a significant proportion (64 brands representing 43% of the total number are aged 100 years or more. The oldest brands are grouped in the food industry, while some of the youngest brands are grouped in the hospitality industry. The author applies the principles of scale and scope from the work of business historian Alfred Chandler to explain the timing of this industry emergence. The advanced age of many leading brands suggests the need for stewardship to preserve and protect the equity that resides in historic brands, and supports the argument that further attention should be directed toward the study of brand heritage effects.

  15. On Sociolinguistic Theoretical Basis of Brand Name

    Institute of Scientific and Technical Information of China (English)

    曹海洋; 司宇婷

    2015-01-01

    Brand names are the offspring of highly development of market economics, and play a crucial role in modern society. This paper discusses the soci-olinguistic theoretical basis of brand name. Attention should be paid to the cultural factors of brand naming, including customs and manners, religious beliefs, ethics, regional culture and so on.

  16. Locus of Equity and Brand Extension

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2003-01-01

    textabstractPrevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby reducing the attractiveness of extensio

  17. Locus of Equity and Brand Extension

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2003-01-01

    textabstractPrevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby reducing the attractiveness of extensio

  18. On Strong Memes in Brand Names

    Institute of Scientific and Technical Information of China (English)

    王琳

    2014-01-01

    Based on the memetics and through a large number of examples, this paper expounds several effective methods to cre-ate strong brand name memes. It’s hoped that this paper will offer brand name designers some useful advice on how to create suc-cessful brand name memes.

  19. The need to rethink place branding

    NARCIS (Netherlands)

    Ashworth, Gregory J.; Kavaratzis, Mihalis; Warnaby, Gary

    2015-01-01

    This chapter argues for the need to rethink the theory and practice of place branding and in doing so, it outlines the rationale for this book. We propose four major questions that guide the rethinking undertaken here: (a) why is place branding important? (b) what builds place brands? (c) who builds

  20. External Perceptions of Successful University Brands

    Science.gov (United States)

    Chapleo, Chris

    2008-01-01

    Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands, and it therefore seems to be timely and appropriate to investigate the common approaches of…

  1. Internal brand co-creation: The experiential brand meaning cycle in higher education

    OpenAIRE

    Punjaisri, K; Dean, D.; Arroyo-Gamez, R; Pich, C.

    2015-01-01

    Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role ofmarketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions withmanagement, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commence...

  2. Some Peculiarities Of The Brand And Branding In The Hotel Industry

    OpenAIRE

    Tanya Dabeva

    2012-01-01

    The main objective of the article is to work out some of the most significant peculiarities of the hospitality brand and branding. In this connection there is discussed briefly the nature of the concepts under study and is given the author’s definition of hospitality brand. On that basis there are outlined and justified by the author nine contemporary characteristics of the brand and branding in the hotel industry. There is an emphasis on their specific manifestation in the industry under stu...

  3. Branding in Social Media and the Impact of Social Media on Brand Image

    OpenAIRE

    2016-01-01

    The purpose of this thesis is to examine how social media can be used for branding purposes, what should be taken into consideration when using social media for branding purposes, and to research the impact of social media on brand image in comparison to traditional media. Concepts related to branding, social media and finally branding in social media are introduced and examined in the theoretical part of the thesis. The empirical part of the thesis consists of a quantitative consumer sur...

  4. THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

    OpenAIRE

    Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya

    2009-01-01

    This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis,...

  5. Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model

    OpenAIRE

    Ivan-Damir Anić; Edo Rajh

    2008-01-01

    The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty. A structural equation model was used to identify the size and the direction of proposed relationships. The model was tested on a sample of 956 students using three brand categories in the manufacturing industry and three brand categories in the service industry. The proposed hy...

  6. THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

    OpenAIRE

    Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya

    2009-01-01

    This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis,...

  7. OWN BRAND MATTERS——UK Advertising Chiefs Encourage 100 Chinese Consumer Brands to Go Global

    Institute of Scientific and Technical Information of China (English)

    Yang Wei

    2010-01-01

    @@ Top members of the UK's ad industry have created a list of 100 Chinese consumer brands they believe have the potential to achieve brand success globally.In this May,they held a creative workshop during the Shanghai Expo with Chinese brand owners to explore international and national image perceptions of the China brand and Chinese brands with the potential to achieve consumer acceptance globally.

  8. Pilot Course or Flying University? A University Course on Hungarian Language and History Taught in Wellington, New Zealand

    Directory of Open Access Journals (Sweden)

    Bálint Koller

    2016-01-01

    Full Text Available The authors, a historian and a language-learning expert, recently devised an introduction to Hungarian history, language and culture for students in Wellington, New Zealand. We describe the origin and circumstances of New Zealand’s Hungarian community, why we thought to develop a Hungarian language course, and how the course relates to the interests of New Zealand students. After explaining our approach to historical and linguistic components of the course, we consider the future of Hungarian studies in New Zealand.

  9. 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.

  10. PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA

    Directory of Open Access Journals (Sweden)

    Widiawaty .

    2016-02-01

    Full Text Available The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.

  11. 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.

  12. THE IMPACT OF BRAND FAMILIARITY, BRANDING AND DISTRIBUTION STRATEGY ON LUXURY BRAND DILUTION

    OpenAIRE

    Magnoni, F.; Roux, E.

    2011-01-01

    Cahiers de recherche du CERAG n° 2011-05 E3; From the consumer point of view, step-down line extension is the launch of a new product, which is perceived as lower quality than the other products a brand currently sells, in the category of the pre-existing brand (Magnoni and Roux, 2008). Although step-down line extension is not a new business practice, it has greatly increased in recent years to meet new market trends. Today, the purchasing power crisis and the democratization of the luxury se...

  13. RSM Outlook Autumn 2005 : Branding

    NARCIS (Netherlands)

    2005-01-01

    markdownabstract#### Contents The inaugural issue of RSM Outlook from autumn 2005 includes the opening of the new T-building, and how RSM celebrated its 35th birthday with a wine-tasting session. There are also articles on Professor Cees van Riel and reputation management, the re-branding of the ci

  14. Branding out of the Box

    Science.gov (United States)

    Hayes, Thomas

    2009-01-01

    Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to…

  15. Making Strategies in Destination Branding

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination brandin

  16. 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…

  17. 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…

  18. Searching for the Mainland Brands

    Institute of Scientific and Technical Information of China (English)

    S.ECONGDON-MARTIN

    2004-01-01

    Wandering through aisle after aisle of cloth samples and garment displays at the 2004 Shanghai Textile and Garment Expo, the sheer mass of textiles is staggering.However, although the three exhibition halls are filled with many brands, only one third of them are garment manufacturers, few could be considered fashion labels, and even less are recognizable names.

  19. Sketching futures for place branding

    NARCIS (Netherlands)

    Warnaby, Gary; Ashworth, Gregory J.; Kavaratzis, Mihalis

    2015-01-01

    This concluding chapter revisits the major questions that were articulated in the introduction in order to capture the contribution of the volume in advancing the theory and practice of place branding. Going through the individual contribution of each chapter and the answers that the book as a whole

  20. Branding out of the Box

    Science.gov (United States)

    Hayes, Thomas

    2009-01-01

    Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to…

  1. Building Blocks for Personal Brands

    Science.gov (United States)

    Thomas, Lisa Carlucci

    2011-01-01

    In this article, the author discusses the four essential building blocks for personal brands: (1) name; (2) message; (3) channels; and (4) bridges. However, outstanding building materials can only take a person so far. The author emphasizes that vision, determination, faith, a sense of humor, and humility are also required.

  2. Destination brand experience and visitor behavior

    DEFF Research Database (Denmark)

    Mattsson, Jan; Sørensen, Flemming; Barnes, Stuart

    2014-01-01

    experience (DBE), which provides a more holistic and unified view of the destination brand. It examines the direct and mediated role of DBE components in determining revisit intentions and word-of-mouth recommendations. The findings suggest that DBE is an important determinant of all study outcomes......Destination branding has developed considerably as a topic area in the last decade with numerous conceptualizations focusing on different aspects of the brand. However, a unified view has not yet emerged. This paper examines destination branding via a new conceptualization, destination brand...

  3. The use of brands in food marketing

    DEFF Research Database (Denmark)

    Baltzer, Kenneth; Baker, Derek; Møller, Anja Skadkær

    2005-01-01

    of brands introduced by the firm during the past year and iii) the percentage of sales obtained from production under private labels. Firms’ branding behaviour is related to structural variables including firm size, degree of vertical integration, value added as well as firms’ views on food chain......The paper tests a number of hypotheses concerning branding behaviour of the food industry found in the literature. Based on a survey of 109 Danish food industry firms conducted in 2004, three aspects of branding strategies are analysed, i)the number of brands owned by the firm, ii) the number...

  4. Comparison of lactase persistence polymorphism in ancient and present-day Hungarian populations.

    Science.gov (United States)

    Nagy, Dóra; Tömöry, Gyöngyvér; Csányi, Bernadett; Bogácsi-Szabó, Erika; Czibula, Ágnes; Priskin, Katalin; Bede, Olga; Bartosiewicz, László; Downes, C Stephen; Raskó, István

    2011-06-01

    The prevalence of adult-type hypolactasia varies ethnically and geographically among populations. A C/T-13910 single nucleotide polymorphism (SNP) upstream of the lactase gene is known to be associated with lactase non-persistence in Europeans. The aim of this study was to determine the prevalence of lactase persistent and non-persistent genotypes in current Hungarian-speaking populations and in ancient bone samples of classical conquerors and commoners from the 10th-11th centuries from the Carpathian basin; 181 present-day Hungarian, 65 present-day Sekler, and 23 ancient samples were successfully genotyped for the C/T-13910 SNP by the dCAPS PCR-RFLP method. Additional mitochondrial DNA testing was also carried out. In ancient Hungarians, the T-13910 allele was present only in 11% of the population, and exclusively in commoners of European mitochondrial haplogroups who may have been of pre-Hungarian indigenous ancestry. This is despite animal domestication and dairy products having been introduced into the Carpathian basin early in the Neolithic Age. This anomaly may be explained by the Hungarian use of fermented milk products, their greater consumption of ruminant meat than milk, cultural differences, or by their having other lactase-regulating genetic polymorphisms than C/T-13910. The low prevalence of lactase persistence provides additional information on the Asian origin of Hungarians. Present-day Hungarians have been assimilated with the surrounding European populations, since they do not differ significantly from the neighboring populations in their possession of mtDNA and C/T-13910 variants.

  5. Managing Corporate Reputation Through Corporate Branding

    DEFF Research Database (Denmark)

    Schultz, Majken; Hatch, Mary Jo; Adams, Nick

    2012-01-01

    This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co......-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding...... is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces...

  6. Managing Corporate Reputation Through Corporate Branding

    DEFF Research Database (Denmark)

    Schultz, Majken; Hatch, Mary Jo; Adams, Nick

    2012-01-01

    -creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding......This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co...... is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces...

  7. The Branding in the Consumption Society Era

    Directory of Open Access Journals (Sweden)

    Shevchenko Olena L.

    2017-04-01

    Full Text Available The article highlights the main aspects of formation and development of brands in terms of consumption society. The features that exist in a given society and their impact on the development of branding have been analyzed. The views of the various authors have been explored and the authors’ own substantiation for the issues indicated has been presented. The main directions for the formation and use of brand as a marketing tool have been outlined, given the social manifestations of consumption society. The relationship between brand and consumer in terms of compartmentalizing products and in the context of consumer choice has been defined. A characterization of possible consumer choice models has been provided. Their impact on the effectiveness of branding has been determined. The importance of the social and psychological factors of branding, which dominate a consumption society, have been displayed and analyzed. The key priorities for building and developing successful brands have been formulated.

  8. Revisiting the Complexities of Corporate Branding

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Merrilees, Bill; Miller, Dale

    2013-01-01

    brand as corporate communication; (iii) corporate brand as a values-based approach; and (iv) corporate brand as internal branding approaches. We give special attention to issues of corporate communication, corporate identity, corporate vision, multiple stakeholders, alignment, multiple voices, corporate......The evolution of corporate branding literature since the seminal paper by Balmer is evaluated. The literature exhibits signs of maturing, which is evidenced by multiple theoretical underpinnings and a widening scope. Four themes are identified: (i) corporate brand as differentiation; (ii) corporate...... values and organisational culture. The themes are examined through a ‘paradox’ lens. Each theme is discussed in terms of the theoretical challenges arising from complexities in that aspect of corporate branding, ensuing apparent paradoxes and possible solutions for each paradox. The paradoxes...

  9. Brand communities embedded in social networks.

    Science.gov (United States)

    Zaglia, Melanie E

    2013-02-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers' interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes.

  10. Investigating of Brand Equity on Hospital Image

    Directory of Open Access Journals (Sweden)

    Maryam Karbalaei

    2013-10-01

    Full Text Available This study identifies five factors that influence the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well. The subjects were 318 customers of hospitals in Tehran area. Structural Equation Modeling (SEM with Lisrel software was used for the data analysis. Results from the research hypothesis testing suggest the following information. First, the study found that trust, customer satisfaction and relationship commitment all had a positive influence on brand loyalty and brand awareness. And brand equity, trust, customer satisfaction and relationship commitment also had a significant positive influence on hospital image. All of hypothesis is supported.

  11. Brand communities embedded in social networks☆

    Science.gov (United States)

    Zaglia, Melanie E.

    2013-01-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers’ interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes. PMID:23564989

  12. Influence of Advertisement Message on Fitbar Billboard towards Brand Awareness and Its Implication to Brand Image

    Directory of Open Access Journals (Sweden)

    Yuliana Riana Pand

    2016-01-01

    product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message to variable Y (brand awareness and its implications on the variable Z (brand image. The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message and Y (brand awareness to variable Z (brand image amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.

  13. Brand patronage and loyalty patterns: Store vs. manufacturer brands in the Greek soft drink category

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

    Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a conciderable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands...... the potential existence of differences in the loyalty behavior between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above escribed objective, panel data...... from the soft-drinks market in Greece are used, with the premise to investigate brand performance and loyalty of store brands. Observed loyalty measures are benchmarked against predictions from the Dirichlet model (Ehrenberg, Uncles and Goodhardt 2004). The aim of this work is, first, to explore...

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

    Directory of Open Access Journals (Sweden)

    Riley Debra

    2015-12-01

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

  15. 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

  16. Contextualizing History in Hungarian Films of the New Millennium

    Directory of Open Access Journals (Sweden)

    Clara Orban

    2016-01-01

    Full Text Available Hungarian films produced after the year 2000 build on the historical reality of the fall of communism and anticipate, or come to terms with, entry into the European Union.  This article will explore six films that deal with history through multiple perspectives to dramatize the dynamic between historical events and human responses to them.  These films reference history, or efface it, as a way of problematizing the relationship between human behavior and history.  Colossal Sensation [Világszám – Dodó és Naftalin] (2005 and Children of Glory [Szabadság, szerelem] (2006, for example, examine Hungarians’ moments of defiance during the 1956 uprising but shape historical events to fit human constructs.  Contemporary history provides satire of rising capitalism in The District! [Nyócker!] (2005 whose plot weaves historical figures into a modern rendition of Romeo and Juliette.  Miracle in Krakow [Csoda Krakkóban] (2004 also presents a book as its central metaphor, and, like The District!, the book allows some of history’s uglier moments to be erased.  Béla Tarr’s Werkmeister Harmonies [Werkmeister harmóniák] (2000 and Nimród Antal’s Control [Kontroll] (2003, films without overt historical markers, provide allegorical visions of societal unrest that can be read as allusions to millennial concerns.

  17. 'Should We Leave or Stay?' Notes on Recent Hungarian Outmigration

    Directory of Open Access Journals (Sweden)

    Eva V. Huseby-Darvas

    2012-01-01

    Full Text Available This preliminary study is based on Hungarian electronic media sources, informal interviews and similar personal communications, as well as statistical data provided by kind and cooperative colleagues in Hungary. Addressing the recent, massive outmigration from Hungary, the article explores some of the primary push-and-pull factors, and then discusses responses to the emigration phenomenon itself and its likely long-term demographic, social and economic implications, by scholars as well as by politicians from both the governing party and the opposition. To give the emic perspective, I cited and translated from my conversations with a few young emigrants, would-be-emigrants, and mothers’ of these young people, and thus illustrate the issue from those most involved. Then, by also citing scholars, authors, columnists, and politicians my aim was to offer the etic, or outsiders’ view, but – since for various reasons – they also appear to be involved in and concerned with the problem of outmigration, theirs is still an emic perspective, though of a different order. Realizing that the present attempt is merely a quick snapshot of an ongoing, potentially volatile and dynamic process, further research and a multidisciplinary attempt to interpret and analyze the recent emigration from Hungary are needed.

  18. Antiinflammatory activities of Hungarian Stachys species and their iridoids.

    Science.gov (United States)

    Háznagy-Radnai, Erzsébet; Balogh, Ágnes; Czigle, Szilvia; Máthé, Imre; Hohmann, Judit; Blazsó, Gábor

    2012-04-01

    The antiinflammatory activities of aqueous extracts prepared from the aerial parts of ten Hungarian Stachys species were investigated in vivo in the carrageenan-induced paw oedema test after intraperitoneal and oral administration to rats. Some of the extracts were found to display significant antiphlogistic effects when administered intraperitoneally and orally; in particular, the extracts of S. alpina, S. germanica, S. officinalis and S. recta demonstrated high activity following intraperitoneal administration. At the same dose of 5.0 mg/kg, these extracts exhibited similar or greater potency than that of the positive control diclofenac-Na. The main iridoids present in the investigated extracts, ajugoside, aucubin, acetylharpagide, harpagide and harpagoside, were also assayed in the same test, and high dose-dependent antiphlogistic effects were recorded for aucubin and harpagoside. These results led to the conclusion that most probably iridoids are responsible for the antiinflammatory effect of Stachys species, but other active constituents or their synergism must also be implicated in the antiinflammatory effect.

  19. Environmental cohesion across the Hungarian-Croatian border

    Directory of Open Access Journals (Sweden)

    Varjú Viktor

    2016-01-01

    Full Text Available Environmental cohesion (as a new EU paradigm for a place-based interpretation of environmental justice has a clear connection to territorial cohesion. Based on this idea, advantages for people can include an equitable distribution of environmental protection and access to environmental services. In non-EU countries regional environmental cohesion is used as an instrument to accelerate accession to the EU and it may be manifested as a declaration of environmental diplomacy. Environmental cohesion across a border can be identified as soon as two regions - alongside the border - start to cooperate in order to improve environmental conditions and to ensure equal access to natural resources and environmental services. After a literature review environmental cohesion is evaluated in multidimensional way, using empirical quantitative and qualitative data and a two-pillar based methodological approach. The Croatian-Hungarian border area was closed for a long time. As a result, developments avoided the area, on the other, natural resources remained mainly untouched. However, the two countries have had different approaches towards the area, while, Croatia made efforts to build another water power plant, Hungary intended to preserve and extend a Natural Park. This contradiction remained until the accession process of Croatia. Finally the disagreement between the two countries was moderated by a UNESCO Biosphere Reserve that was created alongside the border in 2015. The post-2010 period has been characterised by an increasing number of environmental-related cooperations.

  20. PENENTUAN MATCHING MAKSIMUM PADA GRAF BIPARTIT BERBOBOT MENGGUNAKAN METODE HUNGARIAN

    Directory of Open Access Journals (Sweden)

    Muchammad Abrori

    2012-06-01

    Full Text Available Matching is a part of graph theory that discuss to make a pair, that can be used to solve many problems; one of them is the assignment problem. The assignment problem is to make a pair problem for n as the employees and for n as the duties, therefore each employee gets one duty, and each duty is given exactly for each employee. The assignment problem can be solved by determining the matching in weighted bipartite graph through Hungarian Method. It can be determined from the alternating tree of a formed edge. If there is augmenting path, that augmenting path is used to form the more number of matching. If the formed path is alternating path, therefore the process is labeling the new node until finding the augmenting vertices. This matching is called as the perfect matching with the number of maximum weighed side in weighted bipartite graphs. The result matching is the solution for the assignment problem by giving an employee with a duty.