Brand relationships

This research adds to the knowledge of the relationship between brand attitude and brand awareness of Vietnamese consumers in Music Video (MV) marketing. From this work, scholars and marketers can gain better insights into their marketing strategies to create a compelling music video marketing campaign in Vietnam.

17p vialicene 02-07-2024 0 0   Download

Part 1 of ebook "Consumer brand relationships: Meaning, measuring, managing" provides readers with contents including: love and brand relationships; role of brand love in consumer brand relationships; personality and social groups, and brand relationships; product type and personality in brand relationships;...

184p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Consumer brand relationships: Meaning, measuring, managing" provides readers with contents including: measuring and managing brand relationships; a new consumer brand relationships framework; brand relationships in the commodity market; discovering and sustaining the brand bond; measuring and managing brand love;...

110p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Entrepreneurial marketing for SMEs" provides readers with contents including: Chapter 7 - Internationalisation strategies; Chapter 8 - Value propositions, how to build SMEs’ offering; Chapter 9 - Pricing and distribution decisions in a context of low distribution capacity; Chapter 10 - Building brands in SMEs; Chapter 11 - Supply chain relationships management, SMEs’ partners;...

111p giangmacvien 22-06-2024 1 1   Download

Part 1 of ebook "Market mediations: Semiotic investigations on consumers, objects and brands" provides readers with contents including: Chapter 1 - Love and the market, from goods to consumer experience; Chapter 2 - Simplexities, the paradoxes of a luxury brand; Chapter 3 - Oneself as another, the dialectical balance between permanence and rupture;...

139p giangmacvien 22-06-2024 1 1   Download

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

This research aimed to consider the importance of digital transformation and digital marketing on consumer behavior, along with studying the indirect impact of this relationship through brand positioning. The authors conducted a survey of 300 leaders of small and medium-sized enterprises (SMEs) on “The impact of digital transformation and digital marketing on the brand positioning and consumer behavior” through online and direct forms using pre-designed questionnaires.

13p leminhvu111 07-06-2024 5 0   Download

Ebook "Empowering brands with customer integration: Classification, benefits and success factors" rovides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students.

108p giangdongdinh 30-05-2024 4 2   Download

Ebook "Harnessing place branding through cultural entrepreneurship" draws together three overlapping relationships and knowledge domains. These are the cultural entrepreneurship/creative industries, the public and/or private philanthropic contributions that have funded artistic production and the preservation and presentation of place brands as a mechanism to revitalize local economies and communities.

312p giangdongdinh 30-05-2024 2 2   Download

Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, and align the organization - including marketing - with common benchmarks that ensure that customers repeat purchase. It also illustrates how organizations can do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy.

225p vimeyers 29-05-2024 2 2   Download

The main conclusions of research is the responses of the research sample varied to the variable of brand sincerity by the sense of joy when dealing with that brand in addition to the benefit of its use. The key recommendations is marketing managers should take an interest in the idea of brand personality because it helps to differentiate the mark by developing the consumer's emotional aspects. Keywords— Brand P

11p longtimenosee10 26-04-2024 3 1   Download

This study aims to identify the determinants that influence the repurchase intention towards counterfeit products among consumers’ using the Theory of Planned Behaviour (TPB) framework. Data was collected via questionnaire from 114 consumers’ based in Penang, Malaysia. The final results indicate that attitude, perceived behavioural control, product involvement and brand image are crucial determinants affecting purchase intention towards counterfeit products.

9p longtimenosee10 26-04-2024 3 1   Download

The aim of the paper was to identify the expectations of surveyed representatives of Gen Zers towards the benefits of customer-company interactions on social media. The study of Generation Z attitudes towards brands on social media is part of broader research conducted by the authors among students in Poland and Great Britain in 2020. The method used in the study was a survey, as part of which the CATI surveying technique was used.

14p longtimenosee07 29-03-2024 4 2   Download

The aim of the paper was to identify social networking portals, which are most often used by the representatives of Generation Z as an element of building relationships with companies. The study of Generation Z attitudes towards brands on social media is part of broader research conducted by the authors among students in Poland and Great Britain in 2020. The method used in the study was a survey, as part of which the CATI surveying technique was used.

14p longtimenosee07 29-03-2024 3 2   Download

The study applies SOR Model and other related branding models to a sample of 450 adult respondents who reside in chosen urban areas in Malaysia. The study has used a survey approach with self-administered questionnaires distributed in restaurants, offices and homes. Structural equation modelling was utilized to test the hypothesized relationships among the constructs, as postulated in the model.

6p longtimenosee06 27-03-2024 6 2   Download

This study emphasizes to measure the effect of service quality on purchase intention with mediating role of store image. The study majorly focused on paint brands available at stores of Manama, Bahrain. Reliability of data, descriptive analysis and Pearson correlation matrix was calculated by using SPSS. The relationship among study variables is tested trough structural equation modeling. Results highlighted that there is significant and positive relation between service quality and purchase intention of private label paint brands.

10p longtimenosee04 06-03-2024 2 1   Download

This study emphasizes to measure the effect of service quality on purchase intention with mediating role of store image. The study majorly focused on paint brands available at stores of Manama, Bahrain. Reliability of data, descriptive analysis and Pearson correlation matrix was calculated by using SPSS. The relationship among study variables is tested trough structural equation modeling.

10p longtimenosee04 06-03-2024 5 0   Download

This study aimed to explore the effects of service quality and reputation towards the customers’ satisfaction at one of the Zakat Institutions in one of the state in Malaysia. Respondents for this study were residences who reside in the state and used the Institution services. There were 280 questionnaires have been distributed to the respondents. The study found that reliability, assurance and brand reputation does have significant relationship towards the customers’ satisfaction.

5p longtimenosee04 06-03-2024 1 0   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

Continued part 1, part 2 of ebook "ProfitBrand: How to increase the profitability, accountability, and sustainability of your brand" provides readers with contents including: increasing customer profitability through pricing; profitbrand principles for brand communications; establishing accountability through branding systems; establishing accountability through effective metrics; profitbrand service - owning the customer experience;...

112p tuongnhuoclan 27-11-2023 4 1   Download