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Brand Personalities and Consumer-brand Relationships as elements of successful brand management

G?se, Katharina S. - 2011

study contributes to current research in two ways. First, it helps reducing complexity in BP measurement. Second, the … gleiche anvisierte Markenpers?nlichkeit unterschiedlich wahr?Die bestehende Skala zur Messung der Markenpers?nlichkeit (Aaker ….In Anlehnung an das erste Ziel dieser Dissertation wird in der ersten Studie (Kapitel 2) die existierende Skala zur Messung der …

Persistent link: https://www.econbiz.de/10009481017

Brand Inertia in U.S. Household Cheese Consumption.

Arnade, Carlos; Gopinath, Munisamy; Pick, Daniel - 2008

To analyze U.S. consumers' brand choices for cheese purchases, we derive a set of discrete-choice models from dynamic utility maximization. ACNielsen Homescan Survey data on U.S. households is used to estimate a dynamic probit model for each of the top brands for cheddar, shredded, and sliced...

Persistent link: https://www.econbiz.de/10009429467

How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption

School of Marketing

This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an...

Persistent link: https://www.econbiz.de/10009434813

A study of brand loyalty in the Business-to-Business services sector

Bennett, Rebekah - 2001

Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept...

Persistent link: https://www.econbiz.de/10009437604

The four Cs of customer loyalty

Rowley, Jennifer - 2005

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Marketing Intelligence & Planning, published by and copyright Emerald Group Publishing Ltd.

Persistent link: https://www.econbiz.de/10009455159

Brand loyalty of cereal products / Aaron Lekatjo Mazibuko

Mazibuko, Aaron Lekatjo - 2010

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The...

Persistent link: https://www.econbiz.de/10009455998

A conceptual framework to measure brand loyalty / by Ahmed Ismail Moolla

Moolla, Ahmed Ismail - 2010

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of retaining existing customers and have begun to identify and apply ways to...

Persistent link: https://www.econbiz.de/10009456134

A comparitive study of customer-based brand equity across selected South African hotels

Nel, J.D.W.; North, E.J.; Myburg, T.; Hern, L. - 2009

There is an increasing emphasis on building and maintaining brand equity as the primary driver of success for service organisations, such as holiday resorts and hotels. Limited research on customer-based brand equity within the South African hotel context has been conducted. This study examined...

Persistent link: https://www.econbiz.de/10009457774

THE MODERATING EFFECTS OF CONSUMER LOYALTY ON THREAT TO FREEDOM OF CHOICE AND PSYCHOLOGICAL REACTANCE

Wright, Ryan K. - 2009

A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Master of Science-Psychology - Industrial/Organizational

Persistent link: https://www.econbiz.de/10009460839

Exploring brand personality congruence: measurement and application in the casual dining restaurant industry

Asperin, Amelia Estepa - 2007

This study was designed to explore the measurement and application of brand personality congruence (BPC), defined as …

Persistent link: https://www.econbiz.de/10009463988

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