Investigating the Idiosyncratic Nature of Brand Value
نویسنده
چکیده
Value from the perspective of the customer is fundamental to firm success (Holbrook, 2005; Sweeney and Soutar, 2001; Ulaga and Eggert, 2006). Given that customers are individuals, and differ in terms of how they see themselves and what they value; individual customers willingly or unwillingly participate in the cocreation of brand value (Kates, 2004), and whilst there is general agreement about the subjective personal relevance of the customer to the idiosyncratic nature of brand value (Boyle, 2007; Holbrook, 2005; Sweeney and Soutar, 2001; Whittaker, Ledden and Kalafatis, 2007; Zeithaml, 1988), little research has focused on the sources that contribute to the idiosyncratic nature of brand value.
منابع مشابه
Investigating the Factors Affecting Customer-Based Brand Equity in Selected Private Hospitals in Tehran and Kerman
Introduction: Branding is one of the most important needs of any organization to survive and improve the quality of provided products and services. Today, branding is also being increasingly used by health organizations and has become one of the important elements for improving the quality of services provided by hospitals as the main body of health services. In the present study, the factor...
متن کاملInvestigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective
A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...
متن کاملInvestigating the effect of customer relationship management on brand development in Iran's handmade carpet industry- art (study Case: Tehran and Isfahan Provinces)
New ways of marketing in world trade led to a position that customers are the market drivers. So it is necessary that new ways of marketing to be used in the trade of traditional and valuable Iranian goods. In the world of handmade carpet business, the word sale should not be used. Handmade carpets should be marketed, meaning a permanent relationship in the interest of customers. In this regard...
متن کاملInvestigating the Role of Marketing Mix in Brand Strength of Sportswear
The aim of this study was to investigate the role of marketing mix in the brand strength of sportswear. The present study was applied in terms of the nature and objectives, and descriptive-correlation in terms of methodology. The population and the sample included those customers who bought sportswear from domestic and foreign sport brands mentioned in the questionnaire at least once. Accordin...
متن کاملE-Brand as a Strategic ICT-Based Leverage for Iranian Airline Companies in Religious Tourism's Industry
Abstract Airlines brands are getting new identities in the electronic age. Because of growing new technologies like internet, there will be new strategic opportunities for airline companies to position their brand. On the other hand, Religious Tourism's Industry has a sustainable market in Iran, because of cultural issues. A lot of passengers prefer to do their religious travels with an airlin...
متن کامل