Building Brand Commitment Through Brand Passion
نویسندگان
چکیده
منابع مشابه
Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust
In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...
متن کاملStructural Model of Brand Ambidexterity Impact on Brand Commitment through Brand’s Performance, Image and Reputation
Brand ambidexterity strategies help organizations improve their capabilities and performance and simultaneously discover new opportunities. The purpose of this study is to investigate the effects of brand ambidexterity strategies on brand commitment through brand’s performance, image and reputation. The statistical population of this research were the users of Pishgaman Company. Random sampling...
متن کاملBrand Building on the Internet
On the Internet today, a type of customer called “Information Seeker” may develop more easily, who tries to gather independent sources of information about different products prior to purchase and thus makes a deliberate selection rather than trusting sellers or brands. Therefore, the function of brands in transmitting information will lose significance, with enormous impact on brand loyalty, e...
متن کاملOwn-brand and Cross-brand Retail Pass-through
Own-brand and Cross-brand Retail Pass-through In this paper we describe the pass-through behavior of a major US supermarket chain for 78 products across 11 categories. Our data set includes retail prices and wholesale prices for stores in 15 retail price zones for a one-year period. For the empirical model, we use a reduced-form approach that focuses directly on equilibrium prices as a function...
متن کاملAssessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations
Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...
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: Journal of Asian Business and Economic Studies
سال: 2013
ISSN: 2615-9112
DOI: 10.24311/jabes/2013.217.02