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Evaluation of brand from the perspective of consumers [PDF]
Marketing (Beograd. 1991), 2016 Brand is extremely important intellectual property of a company. In order to attract new customers and keep as many existing ones, companies have to work continuously to improve the brand value, which ultimately leads to the market share, revenues and ...
Vranješ Marija +2 more
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Journal of Business & Banking, 2019 The purpose of this research is to determine the infulence of perceived quality, brand attitude and brand preference of the purchase intention frisian flag milk in Surabaya.
Febrina Prita Putriansari
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Etnocentrism effect in brand preferences
Pressacademia, 2018 Amaç- Günümüzde küreselleşmeyle beraber ürün çeşitliliği artmıştır. Buna ek olarak tüketim alışkanlıkları da değişmiştir. Tüketiciler, satın alma karar sürecinde birçok faktörden etkilenebilmektedir. Bu çalışmada tüketicilerin marka tercihlerinde ve markaların fonksiyonel ve sembolik özellikleri üzerinde etnosentrizmin etkisi incelenmiştir.Yöntem ...
ONEY, Mehmet, KARAARSLAN, Mustafa Halid
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Management şi Marketing, 2022 Using research from brand roles and goal pursuit as our theoretical framework, we find that the type of goal pursuit influences how consumers respond to the brand role of leader (i.e., leader brand) vs. servant (i.e., servant brand). Two experiments show
Rai Dipankar +3 more
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The Mediating Effects of Brand Preference to Customer Satisfaction
Jurnal Manajemen, 2018 The purpose of this study is to analyze the influence of brand preference to customer satisfaction (advertiser). Samples consists of one hundred and twenty persons of decision makers of government advertisemen programs in various government agencies ...
Jasin Mochammad, Dytta Novrianda, P.Astuti, C.C. Widayati, A.Z.Arifin
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The Formation of Consumer Brand Preferences [PDF]
Annual Review of Economics, 2017 Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude, and persistence of brand market shares in consumer goods categories.
Bronnenberg, B.J.J.A.M., Dube, J.P.
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Journal of Open Innovation: Technology, Market and Complexity, 2021 The COVID-19 pandemic has dramatically changed people’s life and the ways businesses implement their social responsibility initiatives. During the COVID-19 pandemic, online and digital platforms have been increasingly realized as important mechanisms for
Wilert Puriwat, Suchart Tripopsakul
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Incongruence in Brand Names and Its Effect on Consumer Preference
Tržište, 2019 Purpose – Brand name is one of the determining factors of a brand’s success. Simple brand names capable of capturing consumers’ attention will make them easy to remember and get to perceive the brand.
Bagus Ibnu Utama, Ferdian Hendrasto
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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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Journal of Theoretical and Applied Electronic Commerce Research, 2022 The holiday atmosphere abounds in marketing campaigns. The present research examines how the holiday atmosphere of a brand logo influences consumers’ merchandise-related nostalgic preference. Across three studies, the authors find that when consumers are
Tingyi Wang, Rong Chen
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