Brand awareness and buying intention in the online environment
نویسندگان
چکیده
منابع مشابه
Generating brand awareness in Online Social Networks
With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) allow destinations and companies to heighten their brand awareness. Many tourist destinations and hospitality brands are exploring the use of OSNs to form brand awareness and generate positive WOM. The purpose of this research is to propose and empirically test a theory-driven model of brand awarene...
متن کاملThe Role of TARP Factor in Social Network Advertising in Brand Awareness and Purchase Intention of Sport Brands
Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement. Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands. Methods. This quasi-experimental study was conducted ...
متن کاملThe impact of brand equity on price premium, brand extension, brand preference and purchase intention
One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
متن کاملBrand Awareness and Price Competition in Online Markets
We study a model where retailers endogenously engage in both brand advertising to attract loyal customers as well as informational advertising, which consists of deciding whether and what price to list on a price comparison site. We derive a symmetric subgame perfect equilibrium of the model and show that endogenous branding does not eliminate equilibrium price dispersion in online markets, alt...
متن کاملPromotion, Brand Awareness, and Price Competition in Large Online Markets
We study a model where retailers endogenously engage in both promotional advertising to attract loyal customers as well as informational advertising, which consists of deciding whether and what price to list on a price comparison site. We derive a symmetric subgame perfect equilibrium of the model and study the limiting properties of equilibrium prices, promotion, and listing decisions as the n...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Marketing
سال: 2015
ISSN: 0354-3471
DOI: 10.5937/markt1504277f