نتایج جستجو برای: to improve their brand equity

تعداد نتایج: 10869822  

2015
JianJun Zhu Thomas S. Gruca

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

2016
Yu-Che Wang Kuei-Chu Hsu Sheng-Hsun Hsu

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

Journal: :مدیریت فناوری اطلاعات 0
محمود محمدیان استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، ایران زهره دهدشتی شاهرخ استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، ایران آرش جلال زاده مقدم شهری کارشناس ارشد مدیریت بازرگانی گرایش بازرگانی بین الملل دانشگاه علامه طباطبائی، ایران

lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...

Journal: :مدیریت بازرگانی 0
هاشم آقازاده استادیار مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران امیر خانلری استادیار mba دانشکدة مدیریت، دانشگاه تهران، تهران، ایران هاله اکبرپور کارشناس ارشد مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

the purpose of this research was to investigate the relationship between customer equity and the performance of parsian international hotels corporation. for this reason it’s an applied and descriptive research. a review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. in order to examine the proposed hy...

2012
Fernando Bins Luce

Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...

2011
Justin Anderson

This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...

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Background: In today's competitive market place, corporate social responsibility has become an important issue for all stakeholders. On the other hand, factors such as customers trust, ethical reputation and brand equity are critical to company's success. So, the purpose of this study was to investigate the relationship between social responsibility with ethical reputation and brand equity with...

2010
Kevin Lane Keller

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro ...

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This research was aimed with the aim of "Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image in ceramic tile factories in Iran". In this research, the Salonak et al. (2014) questionnaire, marketing strategy of the company from Kim et al. (2012), the company's image from Salinase & Peres (2009), brand equity questionnaire from Aker...

ژورنال: :چشم انداز مدیریت بازرگانی 0
پری احدی دانشگاه اصفهان علی صنایعی دانشگاه اصفهان علی شائمی دانشگاه اصفهان

یکی از مفاهیم بازاریابی که در دهه­ های اخیر اهمیت بسیاری پیداکرده است مفهوم برند و ارزش ویژه برند در ذهن مشتری است. ارزش ویژه برند می تواند به ایجاد و توسعه تصویری مناسب از برند در راستای اهداف سازمان در ذهن مشتریان بپردازد. اما آنچه در پژوهش­های ارزش ویژه برند کمتر موردتوجه قرارگرفته است، تفاوت­های بخش کالا و خدمات در ارزیابی و ارائه الگویی در این حوزه است. بر این اساس هدف پژوهش حاضر توسعه الگ...

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