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Customer equity
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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
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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
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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
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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
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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
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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
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Financial disclosure plays a very important role for organizations and individuals when participating in the stock market. For commercial banks, adequate and timely disclosure of financial information will increase transparency and affect not only the behaviour of investors in the market but also the customer’s decision to deposit and using bank’s services.
16p
vihassoplattner
07-01-2022
24
2
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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
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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
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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
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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
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Mục tiêu của đề tài là điều chỉnh thang đo lường khái niệm giá trị thương hiệu theo quan điểm của khách hàng (customer – based brand equity) ứng dụng trong lĩnh vực giáo dục; phân tích mối quan hệ giữa các thành phần của giá trị thương hiệu tác động đến lòng trung thành thương hiệu; từ đó tác giả đưa ra kiến nghị cụ thể dựa trên kết quả nghiên cứu nhằm nâng cao chất lượng giáo dục đại học.
93p
beloveinhouse04
27-08-2021
13
3
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The objective of this paper is to examine, from the customer perspective, the impact of integrated marketing communications on hotel brand equity, considered as a multidimensional construct composed of brand image, perceived quality, and brand loyalty. In addition, the moderating role of advanced technology on these relationships is tested. While the findings show positive relationships between the studied constructs, the moderating role of technology is not corroborated.
13p
haiyen18092000
19-07-2021
51
2
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The study object is customer-based brand equity in the specific cases of collective brand of traditional pottery villages in the northern provinces of Vietnam.
13p
mmlemmlem_124
22-12-2020
24
0
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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
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The study focus on joint-stock commercial banks operating at Mekong Delta. Secondary data was collected from 2011-2018. Primary data is collected by in-depth interviews of experts working in banking industry and interviewing by questionnaires from January 2018 to August 2018. The object of this study is the relationship between corporate social responsibility, brand equity and financial performance of commercial banks. Interviewers are customers, employees and managers who are currently working in joint-stock commercial banks.
28p
kequaidan6
15-07-2020
15
2
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This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention.
14p
kelseynguyen
28-05-2020
8
1
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This study addresses the issue of rising turnover intention in Pakistan’s aviation industry and provides a theoretical foundation for lowering the turnover intention with the help of consumer citizenship behavior (CCB) and consumer-based brand equity by using the S-O-R theory. The data is collected with the help of structured personally administered questions following the intercept approach.
8p
tozontozon
25-04-2020
25
2
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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. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North.
10p
tozontozon
25-04-2020
18
1
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The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of brand affect. Brand experience, brand personality, and brand affect emerged as the significant predictors to brand engagement.
12p
tozontozon
25-04-2020
20
2
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