THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2018 Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media ...
Setiani T., Antoni, Sujoko A.
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Two Ways of Learning Brand Associations [PDF]
Journal of Consumer Research, 2001 Four studies show that consumers have not one but two distinct learning processes that allow them to use brand names and other product features to predict consumption benefits. The first learning process is a relatively unfocused process in which all stimulus elements get cross-referenced for later retrieval.
Stijn M. J. van Osselaer +1 more
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Pengaruh Brand Association Terhadap Consumer Response Pada Produk Louis Vuitton Di Surabaya
Jurnal Manajemen Teori dan Terapan, 2008 Louis Vuitton is known with initial LV and also a brand that affected consumer in decision making. Brand Association are attributes linked to the brand by customers that is determined with the guarantee function, the personal identification function, the
Angela Stephani +2 more
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Country of Origin Association in Retail and Wholesale Branding [PDF]
Journal of Promotion Management, 2018 The purpose of this paper is to consider country of origin in terms of its association with brand heritage and its implications in fashion branding, thus providing a new perspective within the context of retail and wholesale brands. This qualitative study demonstrates how country of origin is widely used as a communicative tool by retail and wholesale ...
Arooj Rashid, Liz Barnes
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How are brands associated by users in short videos-A study on the mechanism of user associations with brand placements in short videos based on signal theory. [PDF]
PLoS ONEThe emergence of short video platforms has opened new avenues and opportunities for brand marketing. This paper investigates the mechanisms of brand dissemination in short videos, examining strategies for fostering brand associations to fulfill ...
Zhang Yang, Sun Dongqi
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Deciphering brand loyalty through brand association and emotional confidence
Business Review, 2020 This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected
Amber Gul Rashid +2 more
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Mapping Brand Associative network for “Agriculture Bank of IRAN” and “Tejarat Bank” Using “Brand Concept Map” technique (case study: university students in Tehran) [PDF]
مدیریت بازرگانی, 2016 Despite increasing competition in the banking industry of Iran, creating more value for customers, in order to maintain and improve the competitive position of banks is necessary. Identify the valuation method and the formation of concepts related to the
Shahriar Azizi, Mohamad Reza Bolur Parsa
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The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality
Jurnal Manajemen Industri dan Logistik, 2023 The purpose of this study is to analyze the influence of consumer cognitive factors such as brand association, perceived quality of the brand, brand image, and brand reputation on brand equity both directly and indirectly via brand personality. This type
Fery Riyanto +4 more
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The Effects of Brand Association and Brand Relevance on Brand Equity
Proceeding Book of 3rd International Conference on Scientific and Academic Research ICSAR 2023, 2023 This study tests the construct validity of aresearch model to explain the paths between both brand association (BA) andbrand equity (BE), and between brand relevance (BR) and brand equity (BE). Thisstudy examines the effects of brand association and brand relevance on brandequity.
Saydan, Reha, Çelik, Zübeyir
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MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS
Jurnal Aplikasi Manajemen, 2020 This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents.
Astrid Puspaningrum
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