Results 1 to 10 of about 53,006 (303)
The Influences of Brand Awareness on Consumers’ Cognitive Process: An Event-Related Potentials Study [PDF]
Frontiers in Neuroscience, 2020 Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain.
Xuefeng Zhang
doaj +4 more sources
eSport consumption and sponsor brand equity: the mediating role of congruence [PDF]
Frontiers in PsychologyThe present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship between two ...
Yeayoung Noh, Yoonji Ryu, Kyungyeol Kim
doaj +2 more sources
Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance [PDF]
International Journal of Hospitality Management, 2019 This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and ...
Pantea Foroudi
exaly +2 more sources
OrganizacijaBrand awareness enables brand recognition in different market conditions, which is very important for companies selling digital products or providing digital services.
Šakytė-Statnickė Gita
doaj +4 more sources
The Optimizing of Digital Marketing to Increase Brand Awareness of Sudut Lombok
Jurnal Aplikasi Bisnis dan Manajemen, 2023 Companies are utilizing the increasing technological and information development to conduct digital marketing activities. Sudut Lombok is a business that operates digital marketing to increase its brand awareness to potential customers.
Intan Cahya Ningrum +2 more
doaj +1 more source
Business and Finance Journal, 2023 Brand Performance has an important role for organizations to implement and improve good services and processes. This implies that management in the organization, must continuously improve the skills and ability to maintain and enhance the growth of the ...
Andik Setiawan, Yudi Sutarso
doaj +1 more source
A study on the effects of advertisement on brand equity: Evidence from mobile industry [PDF]
Management Science Letters, 2014 This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran.
Mahmoud Samiei Nasr +2 more
doaj +1 more source
PERILAKU PEMBELIAN MEREK FAST FASHION PADA GENERASI MILENIAL DI INDONESIA
Jurnal Aplikasi Bisnis dan Manajemen, 2021 The purpose of this study is to analyze millennial buying behavior towards world fast fashion brands in Indonesia. The total number of respondents in the research that could be processed was 188 respondents.
Enrico Situmorang +5 more
doaj +1 more source
Jurnal Ilmu Sosial dan Humaniora, 2023 The brand awareness of traditional culinary Small Medium Enterprises (SMEs) in West Java can arise from green marketing initiatives triggered by influencer marketing and company commitment.
Asep Muhamad Ramdan +3 more
doaj +1 more source
The Effect of Brand Activation on Brand Awareness
Journal of Economics Review (JOER), 2023 This study aimed to determine how the effect of brand activation on brand awareness at Teras Komuji. In this study, the independent variable (X) is brand activation, consisting of several sub-dimensions: identity, employee, product and service, and communication. The dependent variable (Y) is brand awareness.
null Anas Aulia +2 more
openaire +1 more source