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Literatura académica sobre el tema "Brand"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 31 de julio de 2024

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Artículos de revistas sobre el tema "Brand"

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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers". Journal of Economics and Behavioral Studies 7, n.º 3(J) (30 de junio de 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
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Lhotáková, Markéta. "The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands". Studia commercialia Bratislavensia 5, n.º 19 (1 de diciembre de 2012): 434–48. http://dx.doi.org/10.2478/v10151-012-0009-4.

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Abstract The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.
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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen y Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty". Marketing Intelligence & Planning 35, n.º 2 (3 de abril de 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.

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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Yang, Grant y Jia-Yi Gong. "Comparison and Estimation of Brand Value for the Operation Strategies". Business Prospects 3, n.º 1 (1 de junio de 2022): 1–11. http://dx.doi.org/10.52288/bp.27089851.2022.06.01.

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Creating a brand is a competitive strategy. In order to prevent other products from replacing their own products, companies will find ways to establish their own brands in order to better control the market since the production of brands is generally considered to be the result of market competition. In recent years, some corporate management consulting companies and brand evaluation agencies have released various brand value lists. However, there is still no unified consensus on the quantitative assessment of brand value. This study introduces key global brand valuation authorities and the methods they applied for brand valuation. The impacts of profits, revenue and asset on brand evaluation are investigated as the regressors to estimate the brand value of Fortune Global 500 in 2021 and to propose diverse operation strategies for improving the brand value and sustaining the life of brand. The results suggest that profits and total revenues outperform assets in brand value evaluation, and BrandZ is the highest among the brand multipliers estimation, Interbrand is in the second, GYbrand is slightly lower than Interbrand, and Brand Finance is the lowest. The results also suggest that brand value innovation can enhance the extensive and lasting trust relationship of customers on related products, and increase the frequency and type of repeated purchases. It can promote the value spillover of brand reputation and promote the expansion of brand equity to establish an effective barrier for competitors to enter.
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Barnet, Katherine y Sharmila Pixy Ferris. "Brand Loyalty and Online Brand Communities". International Journal of Online Marketing 6, n.º 3 (julio de 2016): 50–61. http://dx.doi.org/10.4018/ijom.2016070104.

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This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.
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Kiran, Ammara, Nida Zaheer, Khansa Masood y Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty". Sustainable Business and Society in Emerging Economies 6, n.º 1 (31 de marzo de 2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.

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Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances brand loyalty. Findings: This study helps us understand better why people decide to repurchase a brand again and again after they've purchased it once. The findings are useful for marketers who manage brands and different marketing strategies, as they can help them make strategies on how to retain customers. This also shows us that customer satisfaction and brand trust also impact the effect of brand loyalty. Implications: With this information, marketers may tailor their offerings to specific customers' preferences, creating more memorable experiences. The study provides a roadmap for marketing success.
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Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love". Korea International Trade Research Institute 19, n.º 1 (28 de febrero de 2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.

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Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.
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Chepchirchir, Josphine y Mark Leting. "Effects of Brand Quality, Brand Prestige on Brand Purchase Intention of Mobile Phone Brands: Empirical Assessment from Kenya". International Journal of Management Science and Business Administration 1, n.º 11 (2015): 7–14. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.111.1001.

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This study aims to empirically examine the relationship between Brand quality, brand prestige and brand purchase intention of mobile phone brands in Kenya. A survey was used to collect data from a sample of 322 respondents. Data were analyzed by employing correlation, Analysis of Variance (ANOVA) and multiple regression analysis. The results revealed that brand quality and brand prestige are positively associated with consumer brand purchase intention. The generalizability of the findings is limited as the study focuses only on Kenya. Based on the findings, companies involved in branding of mobile phones should focus on improving the usefulness of the brand quality and prestige. The study made a contribution in terms of allowing us to understand the factors that can contribute to the adoption of mobile phone brands.
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Lieven, Theo y Christian Hildebrand. "The impact of brand gender on brand equity". International Marketing Review 33, n.º 2 (11 de abril de 2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.

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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures. Findings – The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries. Originality/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.
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Becheur, Imene, Oula Bayarassou y Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship". Global Business Review 18, n.º 3_suppl (20 de abril de 2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
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Tesis sobre el tema "Brand"

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Teah, Hui Min. "Brand mimicry of luxury brands". Thesis, Curtin University, 2013. http://hdl.handle.net/20.500.11937/70365.

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This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influences of the three types of brand mimicry across four categories of luxury products. The findings provide academics, practitioners and policy makers with valuable insights into mimicry in the luxury brand industry.
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Repo, Jesper. "Brand Culture : Between consumers and brands". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-15220.

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The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.
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Zetterberg, Martin, Pontus Davidsson y Mathias Johansson. "Brand Equity for Service Brands Online". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.

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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Sjöstedt, Anna y Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Sengupta, Aniket. "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market". UKnowledge, 2014. http://uknowledge.uky.edu/mat_etds/6.

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The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches and analyzed under the light of statistical treatment. The results confirm the importance of global brands (influence of European brand over American brand) over local brand in the Indian apparel consumer market.
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Miesenberger, de Morais Daniel y Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.

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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyra intervjuer med varumärkesbyråer i Stockholm, varav vissa är erkänt bland de bästa i Sverige. Resultatet är att de vanligaste problemen som varumärkesbyråerna identifierat egentligen inte har med varumärkena i sig att göra, utan mest är av organisatorisk och kunskapsmässig art. Exempelvis gör företag för många undersökningar utan att veta vad dessa ska leda till, varumärkets och företagets värderingar är relativt okända inom företaget, företaget har ett kortsiktigt synsätt, och marknadsföringsavdelningar har för bristfälligt samarbete med ledning samt lite makt att kunna styra nödvändiga förändringar. Vi menar att dessa problem kan lösas genom högre utbildning av dem som har hand om varumärket, brand managers, en generell kunskapshöjning inom marknadsföringsavdelningen vad gäller marknadsföring, och en mer integrerad marknadsföringsavdelning som tar plats med ledning för ökat samspel.
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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value". reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.

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This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.
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Mkhize, Londiwe. "The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands". Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.

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The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Rudinski, Sanja. "Consumer Perception of Brand Personalization : Adbusters as Anti-Brand". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10149.

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Thesis purpose: The thesis purpose is to examine the interrelationship of consumer and brand relation. The main objective is to research how consumers’ perception of brand personalization before and after seeing Adbusters subvertisement ads influences their relation to brands. Methodology: The thesis has deductive quantitative research approach, since it starts from theory to gain more understanding of the research area. The data is collected through an online questionnaire. Theoretical perspective: This study is based upon the general brand and branding definitions, with focus on brand personality, consumer perception and findings within the study of Adbusters. Empirical data: The study is investigated quantitatively. An online questionnaire was used to gather the empirical data. Conclusion: This study provides a broad overview about consumer perception of brand personalized commercial ads and what is their relation to brands after seeing Adbusters subvertisement ads. The research contributes to brand personalization theory and Adbusters studies and demonstrates that Adbusters influence on brand personalization depends on how strong the consumer-brand relationship is. However, it is also shown that consumers are inconsistent in their perception of brand personas and that relation to brands is highly brand-specific.
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Li, Xiaolian y 李曉蓮. "Brand effects and brand dominance in transitional economies: a longitudinal study on brands in China". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31226383.

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Libros sobre el tema "Brand"

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Ahluwalia, Rohini y Barbara Loken. Brands and Brand Management. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320.

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1970-, Pottie Marjolein, ed. Brand! Brand! Tilburg: Zwijsen, 2007.

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A, Aaker David. Brand equity: Building strong brands. Taiwan: Zhoa Yang Dang, 1995.

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Kō̜ng Bannāthikān Matichon-Prachāchātthurakit (Bangkok, Thailand), ed. Brand chon brand. Krung Thēp Mahā Nakhō̜n: Samnakphim Matichon, 2007.

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Kō̜ng Bannāthikān Matichon-Prachāchātthurakit (Bangkok, Thailand), ed. Brand chon brand. Krung Thēp Mahā Nakhō̜n: Samnakphim Matichon, 2007.

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Kapoor, Jagdeep. 9 brand shaastras: Nine successful brand strategies to build winning brands. 2a ed. New Delhi: Response Books, 2009.

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Kapoor, Jagdeep. 9 brand shaastras: Nine successful brand strategies to build winning brands. New Delhi: Response Books, 2004.

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Gotby, Catharina. Brand. Stockholm: Amfora förlag, 2022.

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1828-1906, Ibsen Henrik, ed. Brand. London: Penguin Books, 1996.

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Albisser, Matthias. Brand Content und Brand Image. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35711-5.

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Capítulos de libros sobre el tema "Brand"

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Rao, Akshay. "Brand Alliances". En Brands and Brand Management, 43–62. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-5.

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Brown, David M. y Alexander Thompson. "Brands and Brand Management". En Essentials of Marketing, 175–201. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003170891-10.

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Ahluwalia, Rohini y Andrew M. Kaikati. "Traveling the Paths to Brand Loyalty". En Brands and Brand Management, 63–90. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-6.

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Shiv, Baba y Antoine Bechara. "Revisiting the Customer Value Proposition: The Power of Brand Emotion". En Brands and Brand Management, 189–206. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-13.

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Gürhan-Canli, Zeynep y Anne Fries. "Branding and Corporate Social Responsibility (CSR)*". En Brands and Brand Management, 91–110. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-7.

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O'Guinn, Thomas C. y Albert M. Muniz. "Toward a Sociological Model of Brands". En Brands and Brand Management, 133–56. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-10.

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Park, C. Whan, Deborah J. MacInnis, Xavier Drèze y Jonathan Lee. "Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity*". En Brands and Brand Management, 159–88. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-12.

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Erdem, Tülin y Joffre Swait. "Utility-Based Models of Brand Equity". En Brands and Brand Management, 207–30. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-14.

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Loken, Barbara, Christopher Joiner y Michael J. Houston. "Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research*". En Brands and Brand Management, 11–42. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-4.

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Baird, Stephen R. "Brands and Trademarks: The Legal Implications of Branding*". En Brands and Brand Management, 271–92. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-17.

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Actas de conferencias sobre el tema "Brand"

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Arunachalam, Thiruchelvi, Mayurigha Sivakumar y Ashvadharani Raveendran. "Young consumers' insights on brand association, brand awareness, perceived quality, brand image, brand loyalty and brand equity". En XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24043a.

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Brands try to capture young consumers as they are early adopters which help them to secure business for long term. The purpose of this study is to examine the effects of brand association, brand awareness, brand image, perceived quality and the mediating effect of brand loyalty on brand equity among young consumers and their direct relationship with brand equity. Data from 75 young consumers were analysed using an open-source software named Jamovi and PLS-SEM. Empirical results via Correlation and Multiple regression authenticated that direct relation was insignificant for all the variables except perceived quality but most variables were significant in indirect relationship with brand loyalty as mediator. Overall, the model was an average fit. Perceive quality predominantly affects brand loyalty, which in turn has a significant impact on brand equity. These findings imply to marketing professionals and practitioners to aid them develop marketing strategies to amplify brand equity and gain a competitive edge to foster their business.
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Raposo, Daniel, Ricardo Correia, Rogério Ribeiro y João Neves. "Brand Marks' performance in digital media". En 14th International Conference on Applied Human Factors and Ergonomics (AHFE 2023). AHFE International, 2023. http://dx.doi.org/10.54941/ahfe1003531.

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The aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in the trademarks of brands originated during the 20th century or previously.Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media.This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification.A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification.
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Kim, Hye-Shin y Eunjoo Cho. "Brand Authenticity and Self-Brand Congruence: A Conceptual Approach to Understanding Fashion Brands". En Innovate to Elevate. Iowa State University Digital Press, 2022. http://dx.doi.org/10.31274/itaa.15838.

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Putri, Annisa Dieni Eka, Indarini y Dudi Anandya. "The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty". En Proceedings of the 16th International Symposium on Management (INSYMA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/insyma-19.2019.31.

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Sudjianto, Agus y Kevin Otto. "Modularization to Support Multiple Brand Platforms". En ASME 2001 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2001. http://dx.doi.org/10.1115/detc2001/dtm-21695.

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Abstract Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics. We introduce three architecting rules to maintain brand identity in platforms. A dominant theme must be ensured on each product of a brand, and this must be transferred to each product’s specifications and aesthetics. Elements critical to brand identity must be made common across all products in a brand. For any platform, brand specific elements must be maintained unique on each product variant. The set of elements not identified as a brand carrier can be made common to a platform. A matrix representation of each platform and its supported brand variants is useful as an architecting tool.
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CATANĂ, Ştefan-Alexandru y Andreea BARBU. "THE UNITED STATES OF AMERICA’S MOST VALUABLE BRANDS IN THE PERIOD 2021-2023". En International Conference of Management and Industrial Engineering. Editura Niculescu, 2023. http://dx.doi.org/10.56177/11icmie2023.32.

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In nowadays economic context, when, in many situations, the perception is more important than the reality, it is relevant to understand which is the attitude of the customers regarding a brand. Thus, brand value is an important part of any company’s intangible assets. In the period 2021-2023, the United States of America’s brands dominated the hierarchy of the top ten world’s most valuable brands. The aim of the paper is to analyze the evolution of the United States of America’s most valuable brands by brand value in the period 2021-2023. Moreover, the study shows and analyzes the main industries represented in the top 10 of the United States of America’s most valuable brands in the period 2021-2023. The research was based on a quantitative method. The paper demonstrates that the brand value of the Americas’ most valuable brands grew in the period 2021-2023. Also, the paper highlights the battle for supremacy between Apple and Amazon.
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Paananen, Tiina, Lauri Frank y Tiina Kemppainen. "Customer-Brand Relationships in the Context of Digital Brands". En Digital Restructuring and Human (Re)action. University of Maribor Press, 2022. http://dx.doi.org/10.18690/um.fov.4.2022.31.

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This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand loving denotes that a beloved digital brand is favored in the long term, but the brand is not considered irreplaceable. Brand addiction occurs when a customer has an irreplaceable, intimate, and dependent relationship with the digital brand. All the found relationship types need further investigation in future research.
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Shi, An, Gao Liang y Wang Jian. "Corporate Brand Cube: Building Strong Corporate Brands". En 2006 International Conference on Management Science and Engineering. IEEE, 2006. http://dx.doi.org/10.1109/icmse.2006.314004.

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Trisatya, Achmad. "Brand Trust For Local Brands in Medan". En Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia. EAI, 2024. http://dx.doi.org/10.4108/eai.22-9-2022.2337400.

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Unurlu, Çiğdem, Ayşe Akyol y Dilek Altaş. "The Relationships between Destination Brand Image, Destination Brand Loyalty and Word of Mouth Behaviour". En International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00831.

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This article documents a study and model of the destination brand image, destination brand loyalty and word-of-mouth behaviour (WOM). Therefore, the literature review consists of three parts namely destination brand image, destination brand loyalty and word-of-mouth behaviour. Destination brand image can be defined as the reasoned perceptions consumers attach to specific brands. Destination brand loyalty can be defined as the main source of customer-based brand equity. Brand loyalty was defined as the attachment a customer has to a brand. Lassar et. al. noted that brand equity stems from the grater confidence that consumers place in a brand than they do in its competitors. This confidence translates into consumers' loyalty and their willingness to pay a premium price for the brand. Word of mouth behaviour can be defined as informal communications directed at other consumers about the ownership or characteristic of particular goods and services and/or their sellers. In order to explore the relationship between destination brand image, destination brand loyalty and word-of-mouth behaviour, a two phase research design (exploratory and descriptive) was adopted and conducted. This study was based on the measures of Boo et all (2009), and Kim et all (2011) because their instruments had been developed, tested, refined and yielded reliable results. The questionnaire items were scored on a 5 point Likert scale, ranging from “strongly disagree” to “strongly agree”. A cross sectional design was used for the data collection. Data is analysed by using SPSS.
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Informes sobre el tema "Brand"

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Doraiswamy, Dilip y Kittichai Watchravesringkan. Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity. Ames: Iowa State University, Digital Repository, noviembre de 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1499.

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Lu, Jinzhao y Yingjiao Xu. The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty towards Sportswear Brands. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-943.

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Marshak, Ronni. Brand Loyalty. Boston, MA: Patricia Seybold Group, octubre de 2011. http://dx.doi.org/10.1571/psgp10-06-11cc.

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Alviarez, Vanessa, Thierry Mayer y Keith Head. Research Insights: How Do Changes in Brand Ownership Affect Competition and Consumer Welfare? Inter-American Development Bank, agosto de 2023. http://dx.doi.org/10.18235/0005099.

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Changes in brand ownership resulting from cross-border mergers and acquisitions impact competition and consumer welfare. Foreign acquisitions of local brands often lead to an increase in cost or a decline in appeal for the acquired brand, with limited gains in efficiencies. However, the accompanying rise in market power has translated into higher profits for the majority of brand-acquiring firms. Pro-competitive policies in the United States and European Union that required divestitures in the beer industry as a condition for merger approval led to significant consumer savings. Similar policies in South America would have reduced consumer prices by 18%.
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Childs, Michelle L. y Byoungho Jin. Successful Brand and Retailer Collaborations: Does Brand Familiarity Matter? Ames: Iowa State University, Digital Repository, noviembre de 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1473.

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Childs, Michelle y Byoungho Jin. The Effect of Brand Extension Strategy and Brand Level on Urgency to Buy and Brand Dilution. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-923.

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Tasseff, Sarah, Daniel Judge, David Lockwood y Michael Nudelman. Recruitment Brand Guidelines. Office of Scientific and Technical Information (OSTI), marzo de 2021. http://dx.doi.org/10.2172/1768449.

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Tasseff, Sarah y Alexa Verardo. Environmental Brand Guidelines. Office of Scientific and Technical Information (OSTI), febrero de 2022. http://dx.doi.org/10.2172/1844100.

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Son, Jihyeong y Young-A. Lee. Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation. Ames: Iowa State University, Digital Repository, noviembre de 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-120.

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Kim, Hye-Shin y Michelle Ma. Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-933.

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