Brand Equity and Consumer Buying Behaviour.
Brand value is usually referred to as brand equity, and goes beyond assets associated with the organisation. This chapter deals with branding and brand equity. First, the fundamentals of branding will be outlined, and then the concept and assets of brand equity are explained. The chapter concludes with a discussion of how marketers can build strong brands by following the steps in the.
Relationship Marketing Dissertation Topics Relationship marketing is a form of marketing that focuses on long term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided on the basis of relationships and not traditional marketing.
Several empirical studies on the dimensions of customer-based brand equity (eg: Cobb-Walgren et al., 1995; Yoo and Donthu, 2001; Pappu et al., 2005; Washburn and Plank, 2002) are all derived from Aaker (1991) and Keller (1993) frameworks where brand equity can be measured by four constructs: brand awareness, brand association, perceived quality and brand loyalty. Yoo and Donthu (2001.
Brands and brand equity: definition and management Lisa Wood Sheffield Hallam University, Sheffield, UK Brand management In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. However, the lack.
In an account to the research on antecedents of brand equity from Yoo, Donhu, and Lee (2000), brand equity could be created, maintained and expanded by strengthening dimensions of brand equity through marketing activities. One of crucial marketing activities that grow brand equity is marketing communication such as public relations (Aaker 1991) or promotional event (Keller 1993). Percy and.
Brand awareness can be referred as the degree of consumers familiarity with a brand (Aaker 2001 and Keller 2003 “stated that brand awareness is a vital element of brand” equity in which when the brand is well known it become important to the company since customers may be influenced by the brand (Rossiter and Percy 2007) brand is the ability of customers to distinguish the brand amongst.
CONSUMER-BASED BRAND EQUITY OF LUXURY CAR BRANDS IN PIETERMARITZBURG: A GENDER PERSPECTIVE. By. Cynthia Yemurayi Shayamunda. 209541256. A dissertation submitted in fulfilment of the requirements for the degree of. Master of Commerce. School of Management, IT and Governance. College of Law and Management Studies. Supervisor: Dr Maxwell.