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Author : Walid Mazraani
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (14 download)
Download or read book In-Store TV Effect on Customer Based Brand Equity written by Walid Mazraani and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Christian Üffing
Publisher : GRIN Verlag
ISBN 13 : 3640422368
Total Pages : 69 pages
Book Rating : 4.6/5 (44 download)
Download or read book The effect of in-store TV in supermarkets on customer-based brand equity for consumer goods written by Christian Üffing and published by GRIN Verlag. This book was released on 2009-09-08 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: B , Lund University, language: English, abstract: The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. The aim is to verify if a causal relationship between in-store TV and brand equity exists. The underlying research philosophy of this thesis is positivism. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels. The empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity. The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.
Author : Jessica Lichy
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527535835
Total Pages : 209 pages
Book Rating : 4.5/5 (275 download)
Download or read book The Driving Trends of International Business in the 21st Century written by Jessica Lichy and published by Cambridge Scholars Publishing. This book was released on 2019-06-10 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on ongoing research at IDRAC Business School (France) and drawing from guest lectures at international partner universities, this volume discusses the changing landscape of 21st century business. Written by scholars and practitioners across the globe, it covers a number of business-related issues, ranging from contemporary consumer trends to management styles, underscoring the notion of the global village and drawing attention to subtle differences. The book will appeal to undergraduates, postgraduates and managers who have an interest in how theories can be used to explain and identify the changes taking place in the global, online business environment.
Author : Natalia Kochkina
Publisher :
ISBN 13 :
Total Pages : 20 pages
Book Rating : 4.:/5 (13 download)
Download or read book What Affects Brand Equity written by Natalia Kochkina and published by . This book was released on 2014 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper investigates how different marketing variables (advertising, sales promotion and product assortment) affect brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate store-level scanner data. Then we use these estimates as the dependent variable to study the impact of different marketing instruments. This paper contributes to the field basically in two ways: we measured brand equity of heterogeneous product taking into account its variety both on choice modeling stage and brand equity drivers estimation stage; we have got quite precise estimates because were able to exploit very detailed data about choices and marketing instruments. Our research reveals that share of voice of TV commercials affects brand equity positively and promotion intensity - negatively. Expanding product assortment, companies may enlarge brand equity by increasing the number of SKUs in large-format stores.
Author : Gerard J Tellis
Publisher : SAGE
ISBN 13 : 1446265900
Total Pages : 513 pages
Book Rating : 4.4/5 (462 download)
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author : Julia Katharina Weindel
Publisher : Springer
ISBN 13 : 3658150378
Total Pages : 215 pages
Book Rating : 4.6/5 (581 download)
Download or read book Retail Brand Equity and Loyalty written by Julia Katharina Weindel and published by Springer. This book was released on 2016-09-06 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: Julia Weindel 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. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
Author : Michael R. Solomon
Publisher : Routledge
ISBN 13 : 1315526913
Total Pages : 751 pages
Book Rating : 4.3/5 (155 download)
Download or read book The Routledge Companion to Consumer Behavior written by Michael R. Solomon and published by Routledge. This book was released on 2017-09-22 with total page 751 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics. The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.
Author : Don Schultz
Publisher : Routledge
ISBN 13 : 1317979605
Total Pages : 179 pages
Book Rating : 4.3/5 (179 download)
Download or read book The Evolution of Integrated Marketing Communications written by Don Schultz and published by Routledge. This book was released on 2013-12-16 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.4/5 (391 download)
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Author : Hai Hong Li
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book Impact of Price Promotions on Customer-based Brand Equity with a Proxy Measure written by Hai Hong Li and published by . This book was released on 2007 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kevin Lane Keller
Publisher :
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4.:/5 (248 download)
Download or read book Building Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Walter McDowell
Publisher : Taylor & Francis
ISBN 13 : 1136034730
Total Pages : 171 pages
Book Rating : 4.1/5 (36 download)
Download or read book Branding TV written by Walter McDowell and published by Taylor & Francis. This book was released on 2005-07-19 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise. Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.
Author : Haihong Li
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (11 download)
Download or read book Impact of Price Promotions on Customer-based Brand Equity with a Proxy Measure written by Haihong Li and published by . This book was released on 2007 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's market place, customers tend to rely more on the established brands to simplify their brand selection and reduce their purchase risk. Creating and maintaining a strong brand brings companies many competitive advantages and long term profitability. Although price promotions have become a common marketing practice, little research has been done on their effects on brand equity and profitability in the long run. This study examines the potential negative impact of price promotions from the perspective of customer-based brand equity by assessing how different levels of frequency and depth of sale promotions influence consumers in terms of acquiring knowledge about a brand, establishing price-related associations, and changing their response to the brand as a result. We hypothesize that overuse of temporary sale promotions might create some 'discount' associations with the brand in customers' minds and influence a company's brand equity and future benefits. The results reveal that exposure to previous discount information induced customers to expect the retail price to be the sale price for the next period as well as to anticipate brand promotion before purchasing. Consequently, they become more reluctant to pay the regular price for the brand. Furthermore, the findings show that the expected price that customers are willing to pay for the brand has a sigmoid relation with the frequency of price promotions while it also has a concave relation with the depth of price discounts. These findings are particularly useful in guiding marketers to design optimal price promotion programs.
Author : Steven McKevitt
Publisher : Oxford University Press
ISBN 13 : 0192554778
Total Pages : 313 pages
Book Rating : 4.1/5 (925 download)
Download or read book The Persuasion Industries written by Steven McKevitt and published by Oxford University Press. This book was released on 2018-08-09 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression. For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong. The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises. Together these changes led to the emergence of an alternative emotional model of brand communication. A simple idea that proved so compelling it changed the world we live in.
Author : N. V. Suresh
Publisher : Springer Nature
ISBN 13 : 9464634332
Total Pages : 651 pages
Book Rating : 4.4/5 (646 download)
Download or read book Proceedings of the International Conference on Digital Transformation in Business written by N. V. Suresh and published by Springer Nature. This book was released on 2024 with total page 651 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Donald A. Hantula
Publisher : Routledge
ISBN 13 : 1317850750
Total Pages : 305 pages
Book Rating : 4.3/5 (178 download)
Download or read book Consumer Behavior Analysis written by Donald A. Hantula and published by Routledge. This book was released on 2014-01-21 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumption is the primary economic activity in our post-industrial society. We are consumers, not producers. Consumer behavior analysis is leading heterodox marketing scholarship and innovative applied behavioral work, with much to offer both constituencies. This volume shows how consumer behavior analysis fits within a larger-scale approach to marketing, consumer psychology, behavior analysis and organizational behavior management. Describing both theoretical analyses and empirical studies including laboratory experiments in e-commerce, in-store experiments in grocery shopping, and an analysis of the counterfeit goods market, this book is a working example of translational research. It contains tools and studies to help understand contemporary consumer behavior, particularly for those in marketing. Scholars will appreciate the theory and real-world applications evident in each chapter when considering their own research direction. All students of marketing theory, behavior analysis and consumer choice will find this collection a thought-provoking tool for further understanding of a new behavioral approach to marketing strategy, consumer decisions and marketing firms. This book comprises articles originally published in the Journal of Organizational Behavior Management.
Author : Hagai Gringarten
Publisher :
ISBN 13 :
Total Pages : 254 pages
Book Rating : 4.:/5 (867 download)
Download or read book Price and Store Image as Mitigating Factors in the Perception and Evaluation of Retailers' Customer-based Brand Equity written by Hagai Gringarten and published by . This book was released on 2013 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt:
