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The Influence Of Brand Awareness And Brand Association On Netflix Brand Equity Through Brand Loyalty
International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM)Abstract The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness ...
Natalie, Felicia +2 more
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The Influence of Brand Associations on Brand Preference and Purchase Intention
Journal of International Consumer Marketing, 2002Abstract This study examines the preferences and purchase intentions of young South-east Asian consumers. Specifically, the study focuses on the non-product brand associations proposed by Keller (1998) and tests their effects on brand preference rating and purchase intentions toward different brands of fashion apparel.
Aron O'Cass, Kenny Lim
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The impact of brand associations on brand loyalty in the football industry
Sport, Business and Management: An International Journal, 2016Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football ...
Daniel Maderer +2 more
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Consumer recall of brand associations for fabricated brands
Brand associations, or the information that consumers store in memory about a brand and can recall during purchase situations, are seen as an important brand asset. Marketers spend vast amounts of money building brand associations with consumers, and building associations in a variety of situations, and for a variety of usages for the brand.Vieceli, Julian, Hall, John
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Strategic brand association maps: developing brand insight
Journal of Product & Brand Management, 2011PurposeThe primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis key competitors.Design/methodology/approachThe authors integrate free association protocols, response latency, and more conventional scale items to develop a strategic
Brian D. Till +2 more
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Effects of green brand communication on brand associations and attitude
2006This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences.
Patrick Hartmann +1 more
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Australasian Marketing Journal, 2019
This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature.
Naser Pourazad, Lara Stocchi, Vipul Pare
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This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature.
Naser Pourazad, Lara Stocchi, Vipul Pare
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Brand diagnostics: Mapping branding effects using consumer associative networks
European Journal of Operational Research, 1998zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Geraldine R. Henderson +2 more
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A Fashion-Brand Recommender System Using Brand Association Rules and Features
2015 IIAI 4th International Congress on Advanced Applied Informatics, 2015Web services selling fashion clothes on Internet are rapidly increasing, so it is becoming difficult for users to find their favorite ones among the enormous number of fashion items available. Although several fashion brand recommender services are available to support the users to search clothes to be bought, the accuracy is so low that they need to ...
Yuka Wakita +3 more
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2019
Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
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Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
openaire +1 more source