Brand equity

Ebook "Retail brand equity and loyalty: Analysis in the context of sector-specific antecedents, perceived value, and multichannel retailing" provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures.

215p giangmacvien 22-06-2024 2 1   Download

The purpose of this study is to evaluate the effects of university social responsibility (USR) on brand equity in the context of private universities in Ho Chi Minh city, Vietnam. The quantitative data set was collected from 167 students in private higher education institutions located in Ho Chi Minh city. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the measurement model and test proposed hypotheses in this study.

12p leminhvu111 07-06-2024 1 0   Download

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

Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

577p vimeyers 29-05-2024 6 2   Download

This study analyzed political parties using marketing theory, especially supply chain management and political brands using the Customer Base Brand Equity (CBBE) approach. The political brand in this study can determine what factors are in the minds of voters or the mindset of the people that influence their behavior to produce brand equity that can be communicated and presented to the constituents so that the impact drives them towards electoral choices in certain parties.

12p longtimenosee09 08-04-2024 3 1   Download

The study is done with quantitative research by a sample of 243 respondents who are from different countries staying in Ho Chi Minh City. The results show that rice ST25 is acknowledged, and consumers highly rate it, and its potential to be made into national gifts and to stand firm to represent the image of Vietnam from a tourism perspective. The conclusion and recommendations can be utilized to identify other handmade items for Vietnam’s sustainable tourism.

11p vigrab 02-02-2024 4 1   Download

Part 1 of ebook "ProfitBrand: How to increase the profitability, accountability, and sustainability of your brand" provides readers with contents including: branding - yesterday, today and tomorrow; forging a profitbrand in the customer economy; customer equity - the key to accountability; how to calculate customer equity; divide and conquer: take care of customers worth taking care of; winning strategies to increase customer profitability;...

113p tuongnhuoclan 27-11-2023 6 2   Download

Part 1 of ebook "Tourism branding: Communities in action" provides readers with contents including: tourism branding - a community affair; global concepts; challenging the brand; a model of virtual destination branding; deconstructing brand equity; from theories to practices; tourism branding in a social exchange system; linking local and culinary cuisines with destination branding;...

167p dangsovu 20-10-2023 6 3   Download

Ebook "Strategic brand management: Building measuring and managing brand equity" looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition.

622p tichhythan 17-08-2023 22 7   Download

Ebook Marketing management (13th ed): Part 1 includes contents: Chapter 1 - Defining marketing for the 21st Century; Chapter 2 - Developing marketing strategies and plans; Chapter 3 - Gathering information and scanning the environment; Chapter 4 - Conducting marketing research and forecasting demand; Chapter 5 - Creating customer value, satisfaction, and loyalty; Chapter 6 - Analyzing consumer markets; Chapter 7 - Analyzing business markets; Chapter 8 - Identifying market segments and targets; Chapter 9 - Creating brand equity; Chapter 10 - Crafting the brand positioning; Chapter 11 - Deali...

349p haojiubujain01 03-07-2023 8 2   Download

Ebook Product and Brand Management: Part 2 presents the following content: Brand and Brand Management; Brand Equity; Strategic Brand Management Process; Identifying and Establishing Brand Positioning; Planning and Implementing Brand Marketing Programs; Measuring and Interpreting Brand Performance;...Please refer to the documentation for more details.

166p chankora 16-06-2023 4 2   Download

The main objective of this research study is to empirically test if a traditional brand equity model is applicable to online companies and to ascertain its nomological validity.

240p runthenight04 02-02-2023 6 2   Download

Ebook Advertising, promotion, and other aspects of integrated marketing communications: Part 1 includes the following chapters: Chapter 1: an overview of integrated marketing communications; chapter 2: enhancing brand equity and accountability; chapter 3: brand adoption, brand naming, and intellectual property issues; chapter 4: environmental, regulatory, and ethical issues; chapter 5: segmentation, targeting, and positioning; chapter 6: the communications process and consumer behavior; chapter 7: the role of persuasion in integrated marketing communications; chapter 8: objective setting an...

253p runthenight04 04-01-2023 16 8   Download

Ebook Advertising, promotion, and other aspects of integrated marketing communications (7th ed): Part 1 includes the following contents: Integrated marketing communications: processes, brand equity, and the marcom environment; the fundamental marcom decisions: targeting, positioning, objective setting, and budgeting; marcom for new products, store signage, and point-of-purchase communications.

260p runthenight04 04-01-2023 12 7   Download

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

This research offers a new perspective to look at Employer Brand Equity- from existing employees, as it differs from most prior papers which only focus on investigating potential employees for recruitment. The study shows the varying results for two groups of employees: office workers and frontline sales people and also points out important factors in Employer Brand Equity impacting the decision to stay or to leave of this retailer’s employees.

16p alucardhellsing 04-05-2022 18 3   Download

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

In the practical context in Vietnam, the concept of brand experience has not been studied and applied widely. Therefore, it is necessary to propose a research model about the relationship between brand experience and brand equity in the service business field in Vietnam. The article covers the concept of brand experience, brand equity, theoretical model and the scale that explores the relationship between the brand experience and the brand equity.

12p huyetthienthan 23-11-2021 10 5   Download

This study aims to examine the relationship between customer equity and customer loyalty in fast-food chain restaurant in Vietnam. A survey of 352 customers of KFC restaurant was conducted in March 2019 to collect data. Structural Equation Model (SEM) is used to test the hypothesis on the relationship between three key determinants of customer equity - brand equity, value equity, relationship equity and customer loyalty. Research results confirm that brand equity, value equity, relationship equity have a positive impact on customer loyalty.

15p huyetthienthan 23-11-2021 14 2   Download

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