Results 1 to 10 of about 33,933 (302)

A methodological framework for projecting brand equity: Putting back the imaginary into brand knowledge structures

Sign Systems Studies, 2014
The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionist conceptual model of the brand generative trajectory of signification it will be displayed in
George Rossolatos
doaj   +1 more source

The Brand Reflected in the Mind of the Consumer. Conceptual Map of the Starbucks Brand [PDF]

Ovidius University Annals: Economic Sciences Series, 2021
This study aims to highlight the main elements associated with the Starbucks brand from several perspectives (benefits, attributes, attitudes). Through a qualitative research based on a semistructured interview that also includes questions related to the
Adriana Manolica, Elena Muntean, Raluca-Alexandra Jelea   +2 more
doaj  

Don’t tell me stories – the narratives of retirement and their relation with brand associations

International Journal of Management and Economics, 2022
The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects.
Hajdas Monika, Radomska Joanna, Szpulak Aleksandra, Silva Susana C.   +3 more
doaj   +1 more source

Mapping the Client’s Brand Associations Networks Using Brand Concept Map (BCM) Method. Case of Iranian Research Institute for Information Science and Technology (IranDoc)

Iranian Journal of Information Processing & Management, 2018
One of the key components of brand equity is associations that consumers have about the brand and these associations will guide them to choose the brand. These associations usually considered as organized network involves models of gathering the networks
Hamid Kazemi, Bahareh Osanlou, Nasrin Abouei   +2 more
doaj  

FACTORS AFFECTING CONSUMER-BASED BRAND EQUITY OF VIETNAMESE PHARMACEUTICAL COMPANIES

Tạp chí Khoa học Đại học Đà Lạt, 2018
The concept and importance of a company’s brand have always been widely acknowledged. However, in modern Vietnam, many Vietnamese companies are still unaware of the importance of building their brand.
Nguyễn Cao Quỳnh Tú, Lưu Tiến Dũng   +1 more
doaj   +1 more source

Influence of country of origin image on brand equity of consumers in Bosnia and Herzegovina: The case of smartphone market [PDF]

Anali Ekonomskog fakulteta u Subotici, 2020
Consumers pay attention to the country of origin when purchasing imported products and believe that it has a significant impact on the formation of consumer attitude towards branded products.
Gluhović Nikola
doaj  

Analysis of the Influence of Brand Loyalty, Brand Association, Brand Awareness, Perceived Quality, and Country Image on Purchase Intention at Uniqlo Brand in Batam City

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
The fashion industry, with various international brands, is established in Batam City. With so many international brands, there is very tight competition among these brands, so a right strategy is needed to deal with this competition.
Teddy Ricardo, Nasar Buntu Laulita
doaj   +1 more source

Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

BBR: Brazilian Business Review, 2020
This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users.
Vitor Azzari, Anderson Pelissari
doaj   +1 more source

Pengaruh Brand Association, Brand Awareness, dan Brand Loyalty terhadap Brand Equity

Jurnal Riset dan Inovasi Manajemen
This study aims to determine the effect of brand association, brand awareness, and brand loyalty on brand equity. The background of this research is the increasing competition in the smartphone industry, where leading brands are competing to capture consumer attention, particularly Generation Z, who have unique characteristics in using technology ...
null Sernide Zebua, null Agus Sriyanto
openaire   +1 more source

A Case Study on ESG Performance: Brand Equity, Brand Love and Brand Respect in a South Korean Ski Resort

Prace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego
Objective: This study aims to investigate the structural relationships between the environmental, social and governance (ESG) performance of ski resorts and their brand equity value, encompassing brand awareness, perceived quality, brand associations ...
Xiaolong Zhou, Mingyue Zhang
doaj   +1 more source