نتایج جستجو برای: for measuring brand equity is offered
تعداد نتایج: 12090617 فیلتر نتایج به سال:
Purpose of Paper This article investigates components/factors that influence stakeholders’ perception of a professional sports team brand and how these components can generate brand equity for a professional sports team. Theoretical Background Utilising the work of Gladden et al. (1998) and their initial conceptual framework, the paper develops a brand equity conceptual framework applicable to ...
A brand alliance puts the focal at risk of being penalized for a crisis occurring partner brand. Such may weaken brand’s equity unless it responds effectively. However, there is no consensus on effectiveness response strategies mitigating damage to equity. Building attribution theory, this paper examines strategy as function perceived integration between brands in an alliance. The experiments, ...
abstract: about 60% of total premium of insurance industry is pertained?to life policies in the world; while the life insurance total premium in iran is less than 6% of total premium in insurance industry in 2008 (sigma, no 3/2009). among the reasons that discourage the life insurance industry is the problem of adverse selection. adverse selection theory describes a situation where the inf...
abstract: the present study was undertaken to investigate whether 1) there is any significant correlation between iranian efl/eap learners’ l2 writing proficiency and their willingness to communicate, 2) there is any significant difference between efl and eap learners in terms of willingness to communicate, 3) there is any significant difference in wtc of iranian efl/eap learners with 1- nati...
Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as. awareness and attitudes, are conventiona...
What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that research...
This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: c...
While branding appears to be an effective health prevention strategy, it is less clear how successful brands have protective effects. To better understand the role of branding in health prevention and promotion, it is necessary to examine how the persuasive mechanisms of branding function in health campaigns (e.g., modeling socially desirable behaviors). Using cross-sectional data (n = 709), th...
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