Results 21 to 30 of about 4,723,478 (345)
A methodological proposal to evaluate a city image through associative maps
Management Letters/Cuadernos de Gestión, 2014 The aim of this research was to introduce a simple, affordable, and easily applicable method to analyze the brand image of a city by using associative maps (Henderson, Iacobucci & Calder, 1998).
Jose A. Martínez
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Jurnal Ekonomi Manajemen, 2022 ABSTRACTThe purpose of this study was to determine the influence of brand association on brand preference through self-brand congruity and brand familiarity for millennial generation in the culinary industry, especially coffee shops. The research method used is a survey with data collection techniques through distributing questionnaires to 200 ...
Ari Arisman, Depy Muhammad Pauzy
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The impact of brand communication on brand equity through Facebook [PDF]
, 2015 Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D, Schivinski, B
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Exploring branding associations in festival branding
AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 2012 Arts festivals in South Africa are growing tremendously and it has become more important for these types of tourism products to position themselves competitively. Branding plays a major role in positioning and the associations made with the brand.
Dreyer, Adriana, Slabbert, Elmarie
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Evolución y caracterización de los modelos de Brand Equity
Suma de Negocios, 2014 The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of
María Fernanda Forero Siabato +1 more
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Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity
Journal of Marketing Strategies, 2021 The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand ...
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Mapping IranDoc Brand Associations Network from the Stakeholders’ Viewpoint
Iranian Journal of Information Processing & Management, 2021 The dominance of pragmatic paradigm in science and technology policy has changed the approach to the management of scientific institutes. In pragmatic paradigm, scientific institutes should be able to respond stakeholders’ needs and requirements.
Somayeh Labafi,
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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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Does Brand Concept Mapping Determine Destination Brand Associations and Image?
Tourism Analysis, 2022 Brand concept maps (BCM) is a mind-mapping method researchers use to explore brand association and brand image, but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkey) and an international ...
Cifci, S +3 more
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Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer
Tržište, 2019 Purpose – The purpose of this paper is to show how the analysis of brand associations can help to elaborate the cognitive position of a brand. The paper compares brand associations of Hungarian consumers in two product categories, automobiles and ...
László Kovács
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