Type font is a visual brand element that has received only limited attention in the marketing literature, despite its important role in brand communication. Type font is used extensively as a brand communication tool in print advertising, in-store displays, product packaging, coupons, and brand logos (Childers & Jass, 2002). Research also suggests that type font influences managerially relevant...

Luaran yang ingin dicapai pada kajian ini menghasilkan Literature Review dari faktor-faktor penting menimbulkan Brand Equity. Telah banyak penelitian sebelumnya menemukan mempengaruhi Namun, faktor- faktor menjadi pertimbangan utama terbentuknya Equity berdasarkan telaah penelitian-penelitian relevan adalah Trust, Image, Perceived Quality, & Loyalty. Kajian memberikan kontribusi faktual dan...

Penelitian ini bertujuan untuk mengetahui, menganalisis dan menjelaskan Pengaruh Brand Awareness Image Terhadap Keputusan Pembelian Bullshirt Incorporated Store . dilakukan dengan metode deskriptif verifitatif, yaitu menganalisis, melakukan pengujian hipotesis, serta membuat kesimpulan saran. Sampel dalam penelitian sejumlah 183 responden menggunakan sampling purposive. Teknik analisis data yan...

This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users enhance rather than dilute the brand image. A distinction between two types of non–core users based on how they...

This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review. Then, a conceptual framework that links brand equity of the university with its online stra...

In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, c...

Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the cust...

Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partn...