Building a Brand Research Strategy: How to Analyze Your.

This paper will only study the customer-based brand equity which refers to the consumer response to a brand name. The aims of the study are to review the dimensions of customer-based brand equity by drawing together strands from various literature and empirical studies made within the area of customer-based brand equity. A conceptual framework.

A Review of the Literature on Brand Loyalty and Customer Loyalty Faridah Ishak. Customer Loyalty and the methods used by researchers in academic research. Brand Loyalty in marketing has been associated with a posi6tive perception by consumers towards the brand while Customer Loyalty has been associated with the spending power of consumers induced by various loyalty programs. However.

Brand awareness creates a great association in memory about a particular brand (Stokes, 1985). Creating a strong brand image in the consumer’s mind depends on create an optimistic brand assessment, reachable brand approach, and a reliable brand representation (Farquhar, 1989). The importance of brand awareness in the mind of the.

Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand.

Second, a greater understanding of the effects of branding on consumer choice is particularly pertinent in light of current public policy and legal considerations. With restrictions on cigarette branding imminent and stricter regulations in other categories likely, brand owners are keen to understand how these changes will impact consumer.

The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior Chin-Tsu Chen1 1. Brand image is treated as the clue of information. By brand image, consumers predict product quality, develop purchase behavior and save it in their memory. Likewise, in an educational system, the brand image established by schools is an important factor when students select a.

The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity.

The Effects of Digital Marketing Communication on Customer Loyalty: An Integrative Model and Research Propositions ABSTRACT The cost efficiency and diversity of digital channels facilitate marketers’ frequent and interactive communication with their customers. Digital channels like the Internet, email.

The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude. Can event marketing contribute to brand equity? A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. Brand.

The Impact of Experiential Marketing on the Customer’s Perception of a Brand’s Essence. this paper aims to assess the impact of an experiential marketing event on the customers’ perception of a brand’s essence. The chosen brand was Innocent Drinks. The research had an exploratory approach and involved investigation of the existing literature, examination of documental analysis and a.

Factors Affecting Customer Satisfaction and Customer Loyalty towards Belle Footwear Company in Lanzhou City, Gansu Province of the People’s Republic of China Jiao Li1 1(MBA DAY, Assumption University, Thailand) Abstract: The shoe industry in China now faces grim challenges due to rapidly changing tastes of shoe buyers.

Brand analysis is the process of developing brand strategies, plans, evaluations, metrics and estimates. The term implies a systematic and disciplined approach to analysis. The following are common examples of brand analysis. Developing or evaluating brand strategies including elements such as brand identity and visual branding.