Found inside – Page 100THE IMPACT OF BRAND FAMILIARITY, BRANDING AND DISTRIBUTION STRATEGY ON LUXURY BRAND ... of this strategy on core brand equity from a consumer's perspective. Found inside – Page 4Thus, framed from a consumer perspective, my overarching research question is whether consumers prefer family firm brands over those of nonfamily firms and ... Found insideThe customer perspective uses measures of the value delivered to customers. The internal perspective evaluates a company's success at meeting customer ... Found inside – Page 29It further defines brand equity as “...from a consumer perspective, brand ... Branding expert Aaker (1991) defined brand equity as a set of assets and ... Found inside – Page 2817The goal of this dissertation was to examine the impact that alliances may have on brand perceptions . The study explored ... This dissertation investigates consumers ' coupon use behavior from a theory of planned behavior perspective . More specifically ... Director : Charlotte Mason Order Number DA9979480 In this research , we offer a model to explain why people use revolving credit . By revolving ... Found inside – Page 140The perspective of Tynan et al. on this dimension encompasses various aspects of costs that customers have to sacrifice to achieve the benefit from the ... Found inside – Page 17Table 1.3 represents both company and consumer perspectives; the middle column represents three factors that define the reality of the brand. Found inside – Page 303In this study, what was discussed was Brand Equity based on the customer's perspective. Customer-Based Brand Equity is defined as the different impact of ... Found inside – Page 253In their brand application, Onya and Ryan (2015) use the sociotechnical agencement concept to explain the wider contextuality of performativity, ... Found inside – Page 431A Behavioral Perspective on the Consumer Richard L. Oliver ... attempted to explain the concept in psychological terms, arguing that brands could be viewed ... Found inside – Page 164In explaining extensionally the behavior of the previously encountered consumer who tries a new brand (E) of a product category, we assume that he or she ... Found inside – Page 19Her ethnography would explain the customer perspective, and her recommendations would compare this to the company's perspective. What is important to ... Found inside1.1 Branding as a semantic space of valuation Inspired by critical consumer culture studies, Kornberger (2010, 2015) defined the brand as an organizing ... Found inside – Page 356When the consumer eventually must make a product choice from among alternatives , he uses one of several decision rules . ... KEY TERMS Behavioral influence perspective , 326 Brand loyalty , 351 Compensatory decision rules , 354 Consideration set , 337 Consumer hyperchoice , 324 Country of origin , 349 ... Give an example of the type of purchase that each perspective would most likely explain . Found inside – Page 238The communication perspective, as expressed through the IMC approach, ... This is because IMC is also customer focused and provides, through brand ... Found insideThis book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. Found inside – Page 170This model assumes the consumer's perspective following a sequential series ... The Duffy Brand Equity Cycle helps explain why the brands of companies that ... Found inside – Page 1209 Explain the link between mission, vision and branding in the context of a major ... Trust and direct marketing environments: a consumer perspective. Found inside – Page 555Franchising A variety of theoretical perspectives have been used to understand and explain franchising. For example, the resource constraint perspective ... 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 ... Found insideFrom the consumer's perspective, brand personality thus becomes a pragmatic convenience to better explain their relationships with specific brands. no ... Found inside – Page 324In cognitive psychology, marketing research studies define brand equity as the ... Yet, this perspective of consumer brand equity (entrenched in cognitive ... Found insideCustomer-based brand equity is a comparative framework by which the ... the theories based on the cognitive consumer perspective try to explain how stimuli ... Found insideAlso, it has made different changes within the supply chain, and adapted to the clients' environment. This we will explain more in detail in the next ... Found inside – Page 222There are several rationales that explain these lodging firms' motivation for ... Customers are the ultimate arbiters of brand equity, which is defined by ... Found insideThe customer perspective uses measures of the value delivered to customers. The internal perspective evaluates a company«s success at meeting customer ... Found insideFrom the consumer perspective, Lenderman [11] suggests that brand needs are ... In all, brand purpose is defined as a reason for a brand to exist beyond ... Found inside – Page 65A positive approach would deal with the observation, analysis and explanation of brand strategies actually followed by suppliers in the various ... Found inside – Page 29Explain the concept of brand equity from both the company's and the customer's perspectives. What are some of the positive Introduction The previous chapter ... Found inside – Page 423It defined what a brand is and the benefits of branding to a company and its customers. ... Why is a customer perspective on branding so important? 2. Found inside – Page 74New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand ... to define the category loyalty drivers entirely from a customer perspective. Found inside – Page 80Regarding brand loyalty, the concept is defined as the consistent ... most of the measures explained above take a consumer perspective to brand loyalty, ... Found inside – Page 45It is based on data covering 30000 brands across 400000 consumers in 48 ... value for brand equity Consumer's perspective not taken into account Used to ... Found inside – Page 56To explain the consequences and changes, we would like to combine the concept of value chains (company perspective) and the concept of customer life cycle ... Found inside – Page 180Connecting Brands, Consumers and Companies Bang Nguyen, T. C. Melewar, ... Woodside (2003) explained that the buying behaviour of customers is dependent ... Found inside – Page 7Literature offers a great variety of definitions that broadly or more narrowly explain the meaning of a brand. Following the ideas ... It equips a good with important differentiating qualities judged from a customer-perspective. These qualities can ... Found inside – Page 135To add a more explicit focus on customers, the 4 customer Cs were added to the traditional 4 Ps framework to provide a more direct customer perspective. Found insideMore recently, several marketing experts explain that the consumer's perspective is based on brand awareness, referred to as the force with which the brand ... This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on ... Found inside – Page 155Green perceived quality is defined as customers judgement about a brand or environmental excellence or superiority. Practical Exercises 1. Found inside – Page 8Retailers' success is defined by winning and keeping loyal customers across countries, therefore research on global branding from a customer perspective is ... Found inside – Page 153any brand. Through this perspective, Aaker (1996) has defined brand identity as the set of unique brand associations that brand strategists want to create ... Found inside – Page 2Characteristics which describe a brand are just as multifaceted as the angels of faculties that are concerned with the subject brand ... In short the approach can be explained as follows: Table 1: Consumer Perspective of a Brand Brand Specific ... Found inside – Page 298Categories Characteristics Financial Models • Quantitative procedures to compute a monetary value for brand equity • Consumer's perspective not taken into ... Found inside – Page 230If brand loyalty (and presumably, therefore, also customer retention) are ... the changes in the role of the management accountant (ii) Explain what is ... Found insideThat is, brand recognisability can be defined as customer's awareness about the presence and value of a brand, product or service. Brand recognisability is ... Found inside – Page 127Are these consumers currently using our competitor's products, ... Companies can earn share from another brand, or from a clearly defined segment. Found inside – Page 80Regarding brand loyalty, the concept is defined as the consistent repurchase ... the measures explained above take a consumer perspective to brand loyalty, ... Found inside – Page xviA scientometric analysis perspective is based on a measurement of the impact ... that focus on building brand equity issues from the consumer perspective. 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