• Chapter 8 Marketing Management
    Chapter 8: Differentiation and Brand Positioning Marketing Management A Strategic Decision-Making Approach Differentiation is a powerful theme in developing business strategies, as well as in marketing. Consumers or organizational customers choose what they buy for one or two reasons: what they choose...
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  • Celebrity Endorsement
    CELEBRITY ENDORSEMENT-MARKING AN IMPACT ON CUSTOMER BUYING DECISION ABSTRACT The crescendo of celebrities endorsing brands has been steadily over the past 20 years, despite the cost and the risks involved with this technique of advertising. It has been used quite intensively in the present...
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  • Consumer Knowledge
    services. - Brand Associations: Linkages in memory between the brand and other concepts, these linkages (what consumers know) are known as Beliefs/Perceptions BA include beliefs about brand’s attributes and its consumption benefits Ex. Of consumer responses are: want to buy brand extensions, recommend...
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  • Consumer Behaviour
    manner with respect to a given object”. – A lasting, general evaluation of people (including oneself), objects, advertisements, or issues – Anything toward which one has an attitude is called an object. – Attitudes are lasting because they tend to endure over time. Consumer researchers assess attitudes...
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  • Miss
    COUNTRY-OF-ORIGIN EFFECTS AND THEIR IMPACT UPON CONSUMERS' PERCEPTION OF QUALITY C. Min Han, The University of Michigan William J. Qualls, The University of Michigan ABSTRACT - An exploratory study was conducted to examine the impact of country-of-origin effects upon consumers' product evaluations. Specifically...
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  • Marketing
    what is meant by the terms, perception, motivation and learning. (12%) b) Critically discuss the view that the interest that the marketer should have in the consumers ends when the purchase takes place in the decision making process. (13%) a) The terms perception, motivation and learning are...
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  • The Influence of Brand Loyalty
    expectations and perceptions of service quality at cellular retail outlets. This will assist a cellular service provider to plan and execute a marketing strategy that will maximise service quality in line with customers' needs, and hence to improve customer retention which will impact positively on...
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  • Country of Origin 1965-2004
    research. In the specific context of the country-of-origin field, there is a high level of interest in researching the effects and impact of country-of-origin as an extrinsic product/service cue and therefore a review of the literature may be regarded as timely and useful. This level of interest may be attributed...
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  • Country of origin, consumer's Perception and Brand Image
    Country of origin, consumer's Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer's perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today's business has resulted in unprecedented...
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  • Effects of Braning on Consumer Decision
    EFFECTS OF BRAND EXTENSION AND CO-BRANDING", in Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 432-434. Advances in Consumer Research Volume 22, 1995      Pages 432-434POSITIVE AND NEGATIVE EFFECTS OF BRAND EXTENSION...
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  • Brand Image and Customer Saisfaction
    Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January 2007 THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC Stephen L. Sondoh Jr. 1 , Maznah Wan Omar2, Nabsiah Abdul Wahid3 Ishak Ismail3 and Amran Harun 4 Labuan School of International...
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  • Brand Analyse
    including instructions for authors and subscription information: http://www.informaworld.com/smpp/title~content=t792304011 Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's Vertica Bhardwaja; Archana Kumara; Youn-Kyung Kima a Retail and Consumer Sciences, The University...
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  • Evaluation of Impact of Advertisement in Awareness and Demand of the Commodity Product
    Abstract The research is on the basis of A STUDY ON “Evaluation Of Impact Of Advertisement In Awareness And Demand Of The Commodity Product” in ASAHI INDIA GLASS LTD. Asahi India Glass Ltd. (AIS) is the largest integrated glass company in India, manufacturing a wide range of international quality...
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  • Research Paper on Telecom
    ABSTRACT This research intends to investigate the relationship between perceived quality, price and brand reputation on habitual behavior (loyalty) in mobile phone service companies in Bangladesh. This kind of research was never done in the context of Bangladesh. This is the researchers’ unique...
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  • Corporate Strategy
    full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding...
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  • Attitudes Consumer Behavior
    1 | Attitudes As consumers, each of us has a vast number of attitudes toward products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising...
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  • Impact of Celebrity Brand Endorsements
    Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) ISSN: 0975- 5853 Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India. By Dr Vipul Jain Dehradun Abstracts - The practice of celebrities being used for rendering...
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  • Brand Equity and Country of Origin Relationship
    Brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management (Aaker, 1991, 1992). Both researchers (e.g. Shocker et al., 1994) and practitioners (e.g. Biel, 1992) have argued for the importance of understanding...
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  • Consumer Behavior
    THE EFFECT OF COUNTRY OF ORIGIN OF A PRODUCT ON CONSUMERS’ BUYING BEHAVIOR By FIREW KIFLE GUDERO Bachelor of Arts in Business Management Jimma University Jimma, Ethiopia July 2001 Submitted to the Faculty of the Graduate College of the Oklahoma State University in partial fulfillment of the requirements...
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  • Y-the Importance of Packaging Attributes-a Conjoint Analysis Approach
    com/0309-0566.htm The importance of packaging attributes: a conjoint analysis approach Pinya Silayoi Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand, and Importance of packaging attributes 1495 Received January 2004 Revised October 2004,...
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