Results 281 to 290 of about 4,723,478 (345)

Strategic brand association maps: developing brand insight

Journal of Product & Brand Management, 2011
PurposeThe 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, Daniel Baack, Brian Waterman   +2 more
openaire   +1 more source

Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications

Leveraged Marketing Communications, 2020
One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things.
Kevin Lane Keller
semanticscholar   +1 more source

Guilty through association: brand association transfer to brand alliances

Journal of Consumer Marketing, 2005
PurposeUnderstanding brand associations and their role in the formation of attitude towards brands is necessary for managers to understand fully the dynamics of their brands and how consumers evaluate and make brand choices. This research paper aims to explore the role of brand associations in the formation of an attitude towards a brand alliance ...
openaire   +1 more source

A typology of brand knowledge associations projected in brand-generated signals

Journal of Product & Brand Management
Purpose The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any ...
Cleopatra Veloutsou, Estefania Ballester
semanticscholar   +1 more source

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, Anggriani, Rini, Faerrosa, Lady   +2 more
openaire   +2 more sources

Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects

Journal of Product & Brand Management, 2018
Purpose This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and attitudes, aiming to unclutter a crowded research landscape by providing ...
Nicolas Papadopoulos, M. Cleveland, Boris Bartikowski, Attila Yaprak   +3 more
semanticscholar   +1 more source

Brand diagnostics: Mapping branding effects using consumer associative networks

European Journal of Operational Research, 1998
zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Henderson, Geraldine R., Iacobucci, Dawn, Calder, Bobby J.   +2 more
openaire   +1 more source

Fashion luxury brands through online brand associations

2016
Authors propose a framework to compare brand associations that origin directly from the communication of luxury brand, to consumers’ brand associations that origin from luxury fashion bloggers’ social pages, with the purpose to identify most common luxury dimensions rising from the online communication of brands and bloggers.
AIELLO, GAETANO, DONVITO, RAFFAELE, MAZZOLI, VALENTINA, GRAZZINI, LAURA   +3 more
openaire   +1 more source

PENGARUH BRAND AWARENESS DAN BRAND ASSOCIATION TERHADAP KEPUTUSAN PEMBELIAN

In Search, 2017
Fenomena Korean Wave yang melanda dalam kehidupan masyarakat banyak mempengaruhi khususnya kalangan muda. Baik disadari atau tidak telah meliputi segala aspek yang salah satunya adalah terkait makanan khas korea sehingga memicu munculnya berbagai restoran korea di Indonesia.
Arlin Ferlina M. Trenggana, Atri Netalia Sari   +1 more
openaire   +1 more source

Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations

SSRN Electronic Journal, 2002
Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little known ingredient brands, joint branding is an opportunity for
Chris Janiszewski, Lien Kwee, Tom Meyvis
openaire   +1 more source