Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

by Yan-Ming Li, M.A. Washington State University May 2011 Chair: Joan L. Ellis Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Studies using experimental auction methodology to elicit revealed preferences in branded apparel products have been minimal. The p...

Literature review revealed the importance of the adoption of marketing Relationship for loyalty and retaining profitable customer (Customer Relationship Management). LPQ satisfaction will reinforce the loyalty and customer brand attachment. Customer will communicate the operator to others. The focus of this study is to examine the relationship between the LPPQ and the WOM recommendations throug...

BACKGROUND Zimbabwe suffers from one of the greatest burdens of HIV/AIDS in the world that has been compounded by social and economic instability in the past decade. However, from 2001 to 2009 HIV prevalence among 15-49 year olds declined from 26% to approximately 14%. Behavior change and condom use may in part explain this decline.PSI-Zimbabwe socially markets the Protector Plus (P+) branded l...

Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the rela...

In the light of growing interest and usage social networking sites, smartphones, internet availability, this study aims to analyze impact media marketing activities on purchase intentions customer via equity drivers- relationship equity, value and, brand in context smartphone industry. An online survey was conducted with a total 343 respondents who were active users media. The collected data an...

Ever since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time...

How DMO managers should evaluate success is a topic of much scholarly debate. Increasingly, there is a suggestion to integrate brand equity into place branding scholarship and practice, so this study aims to understand how DMO managers are using the construct, if at all. We conducted semi-structured interviews with 12 managers in a Southern U.S. state, and our results suggest that managers do n...

OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

Research background: Despite increased attention in the literature to importance of CEO?s brand for companies, understanding effect CEO on corporate remains limited. To contribute this discussion, paper investigates different facets impact brand, and particularly its media coverage, equity.
 Purpose article: This study relationship between aspects brand?s coverage Methods: Comprehensive mo...