نتایج جستجو برای: brand performance

تعداد نتایج: 1095836  

Journal: :Harvard business review 2007
Leonard M Lodish Carl F Mela

Brands are on the wane. Many consumer-goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. To rescue their brands and increase prof...

پایان نامه :وزارت علوم، تحقیقات و فناوری - دانشگاه فردوسی مشهد - دانشکده ادبیات و علوم انسانی دکتر علی شریعتی 1391

the major aim of this study was to investigate the relationship between iq, eq and test format in the light of test fairness considerations. this study took this relationship into account to see if people with different eq and iq performed differently on different test formats. to this end, 90 advanced learners of english form college of ferdowsi university of mashhad were chosen. they were ask...

Journal: :MIS Quarterly 2016
Il Im Jongkun Jun Wonseok Oh Seok-Oh Jeong

Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seek...

2018

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

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...

Journal: :مدیریت بازرگانی 0
عبدالهادی درزیان عزیزی استادیار مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران فرج اله رحیمی استادیار مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران الهه اسداللهی دهکردی دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

2008
Ralf van der Lans Rik Pieters Michel Wedel Robert H. Smith

B salience—the extent to which a brand visually stands out from its competitors—is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase,...

2016
Li Pang

Based on reviewing resource theory, social capital theory, organizational learning, and technological evolution and related theories, and analyzing of environments that auto mobile enterprises in China face, the authors put forward a conceptual framework of competitive advantage and technology catching up of Independent Brand automobile enterprises in China. The model indicates that market iden...

2014
Yang Yang Atreyi Kankanhalli

Social media has become a value-adding marketing channel. With the significance of social media for online small businesses and the lack of understanding of this area, this study attempts to investigate the impact of social media marketing on the sales performance of such businesses. Drawing on the theories of media richness and uses and gratifications, we propose a research model in which the ...

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