A new brand strong association buyers of creation, positioning new food product equity
نویسندگان
چکیده
منابع مشابه
Product and Brand Positioning
Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to existing information. Therefore, it’s only natural for people to develop perceptions of one brand that are relative to ot...
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this research aimed to investigate the effect of brand vision and positioning on brand equity with regard to moderating role of product performance and using descriptive survey research. the population of research was marketing experts of superior brands in iran’s food industry, which chosen 148 sample of those population using stratified sampling method. data collection tool was a questionnair...
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Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...
متن کاملBrand Equity and Vertical Product Line Extent
This paper addresses the question of how the vertical structure of a product line relates to brand equity. Does the presence of “premium” or high-quality products in a product line enhance brand equity? Conversely, does the presence of “economy” or low-quality products in a product line diminish brand equity? Economists and marketing researchers refer to variation in quality levels of products ...
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Background: Date (Phoenix dactylifera L.) is one of the most important agricultural crops in Iran. This study was carried out to determine the possibility of using date paste for manufacturing a new ready-to-eat food product. Methods: Various formulations were prepared by mixing Mazafati date paste, bread, oil (animal and olive), nuts and spices but only six formulas were chosen according to s...
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ژورنال
عنوان ژورنال: Management Theory and Studies for Rural Business and Infrastructure Development
سال: 2014
ISSN: 1822-6760,2345-0355
DOI: 10.15544/mts.2014.017