Brand awareness
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Part 2 of ebook "Wine positioning: A handbook with 30 case studies of wine brands and wine regions in the world" provides readers with contents including: appellations and wine brands and case studies; the world of appellations; the world of brands; conclusion; the issue of proximity; the future positioning of products;...
103p giangmacvien 22-06-2024 2 1 Download
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Part 2 of ebook "Sponsor- and country-related predictors of sponsorship effectiveness: Sponsorship in a national and international environment" provides readers with contents including: Chapter 4 - National sponsorship effects of fan campaigns on sponsorship awareness, brand attitude, and purchase intention – a multi-sponsor analysis; Chapter 5 - International sponsorship effects of sponsorship on brand image – a cross-national analysis; Chapter 6 - Implications and concluding remarks;...
114p giangmacvien 22-06-2024 2 1 Download
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This study aims to assess the effectiveness of marketing communication activities at universities in the digital era. In the empirical study, the data were collected from 396 students studying courses at the University of Finance and Accountancy (UFA). The data were analyzed descriptively. The dependent variables included Aware, Appeal, Ask, Action, and Advocate (5A). The data were calculated using Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR).
11p leminhvu111 07-06-2024 0 0 Download
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The research "Research on factors influencing brand equity value of universities in Ho Chi Minh city" aims to identify the factors that influence brand equity value of universities in Ho Chi Minh City by applying Aaker's (1991, 1996) brand equity model. The research data was collected from 850 students in Ho Chi Minh City. The research utilizes the Cronbach's Alpha test, exploratory factor analysis (EFA), and regression analysis.
8p tonhiemm 07-06-2024 2 1 Download
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Proposal Digital Marketing Cosy campaign objectives: Raise awareness of total Cosy brands, especially Cosy Marie Coconut; Make Cosy a nationwide brand by the diversity in sub-categories for everyone; Increase engagement of Target Audience with Cosy on social platforms.
16p qthow2011 25-05-2024 6 3 Download
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This research paper venture on two main questions; 1) What are the reasons of online sellers choosing Instagram as a marketing tools? And 2) What are the effective features of Instagram which help online sellers to increase brand awareness and boost up their sales? To answer these 2 questions, this paper has conducted semi-structured interview with 10 online sellers.
13p viellison 06-05-2024 1 1 Download
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Ebook Capture the mindshare and the market share will follow: The art and science of building brands
Ebook "Capture the mindshare and the market share will follow: The art and science of building brands" reveals how strong branding creates awareness, provides authentic value, motivates others to act, and builds long-term customer loyalty based on trust and respect. Author Libby Gill helps businesses define and articulate their unique brand promise by exploring case studies and client success stories to help readers master the Six Core Mindshare Methods, including concepts to Clarify, Commit, Collaborate, Connect, Communicate, and Contribute.
235p lucchinguyen 28-12-2023 3 2 Download
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Continued part 1, part 2 of ebook "Form, fit, and fashion: All the details fashion designers need to know but can never find" provides readers with contents including: Chapter 14 - Rendering; Chapter 15 - Patternmaking; Chapter 16 - Stitching; Chapter 17 - Finishing; Chapter 18 - Portfolios; Chapter 19 - Branding; Chapter 20 - Marketing; Chapter 21 - Shows; Chapter 22 - Celebrity; Chapter 23 - Art; Chapter 24 - Technology; Chapter 25 - Awareness; Chapter 26 - Experience and education;...
145p hanlinhchi 29-08-2023 5 4 Download
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Bài viết Ảnh hưởng của yếu tố thời lượng và yếu tố tương đồng trong quảng cáo trên Podcast tới nhận thức thương hiệu của sinh viên Hà Nội sử dụng phương pháp nghiên cứu thực nghiệm để nghiên cứu các yếu tố ảnh hưởng của quảng cáo trên Podcast. Dựa trên cơ sở lý thuyết về nhận thức thương hiệu (brand awareness), bài báo chỉ ra ảnh hưởng của yếu tố thời lượng và yếu tố tương đồng trong quảng cáo trên Podcast tới nhận thức thương hiệu của người nghe trên nhóm đối tượng sinh viên tại địa bàn Hà Nội.
11p viwolverine 11-07-2023 13 6 Download
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This paper evaluates the effect of advertising on brand equity. The effect of advertising on brand equity will be approached in terms of two perspectives: perceived advertising spending (PAS) and perception of advertising (PA). Samples were assembled from 295 customers who own mobilephones on the market in Central Vietnam.
9p vikoenigsegg 29-09-2022 15 7 Download
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The process of consumer brand awareness has long been a special interest to businesses, scholars, and researchers. For consumers, brand awareness is an important stage of the cognitive process, and is the basis for the brand to be present in the minds of consumers.
16p visherylsandberg 18-05-2022 9 1 Download
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The research investigates the factors affecting Dong Thap University brand equity based on students' view through four factors, namely Brand awareness, Brand association, Perceived quality and Brand loyalty. The study uses primary data by surveying students studying at Dong Thap University and 300 responses collected by using questionnaire through convenience sampling (non-probability sampling).
11p viwilliamleiding 10-12-2021 26 1 Download
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Lecture Brand management - Lecture 2: Customer - Based Brand Equity and Brand Postioning, after studying this section will help you understand: Define customer-based brand equity; Explain brand knowledge; Identify the four components of brand positioning; Explain brand mantra and how it should be developed.
17p caphesuadathemtac 09-11-2021 12 1 Download
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Lecture Brand management - Lecture 9: Measuring Sources of Brand Equity, after studying this section will help you understand: Describe effective qualitative research techniques for tapping into consumer brand knowledge; Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships.
15p caphesuadathemtac 09-11-2021 13 1 Download
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Lecture Brand management - Lecture 13: Managing brands over time, learning objectives: Understand the important considerations in brand reinforcement; Describe the range of brand revitalization options to a company; Outline the various strategies to improve brand awareness and brand image; Define the key steps in managing a brand crisis.
17p caphesuadathemtac 09-11-2021 15 0 Download
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Lecture Consumer behaviour: Lecture 05 Perception, Learning and Memory learning objectives: Understand the nature of perception; Understand the different steps involved in information processing; Be aware of the implications of perception for retail, brand and communication strategies.
24p tomjerry003 03-11-2021 14 3 Download
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Purpose – The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay.
16p vijihyo2711 25-09-2021 15 1 Download
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The research subject is the consumers’s response (awareness, attitudes and behavioural intention) in the impact of marketing activities (CSM, advertising, and distribution intensity) on CBBE multi-dimensions.
27p mmlemmlem_124 22-12-2020 22 1 Download
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This study examines the role of store image in brand loyalty in Vietnam. Based on a test of 650 users of international brands in HCMC, we find that store image has positive impacts on both brand awareness and perceived quality. In addition, perceived quality underlies brand loyalty. Thus, managers of international brands should be prepared to distribute shopping brands in good image stores in order to establish a high level of brand loyalty.
5p chauchaungayxua8 02-10-2020 23 1 Download
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Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.
12p tamynhan6 14-09-2020 16 1 Download