• Marketing Efforts
    ).a brand awareness is very essential before developing any brand associations. If the brand awareness is not developed in the memory it is impossible to develop the brand image. LITERATURE REVIEW: EFFECT OF ADVERTISEMENT ON CONSUMER RESPONSE: Consumers have experiences large number of...
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  • Customer Based Brand Equity Model
    . L. (2004). How brands compete. Harvard Business Review, 82(9), 68– 75. Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141– 148. Huang, M., & Yu, S. (1999). Are consumers inherently or situationally...
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  • Consumer Behavior Towards Fasion
    carried out. As now that, literature review provides the theoretical basis for the development of the research framework of this study, which will be discussing in the next chapter - Chapter 3. This chapter consists of the four variables which are brand awareness, self-concept, product quality, and...
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  • Amul Report
    brand. The marketing programs (forms of advertising) are made keeping in point, the concept of brand awareness in the mind of the consumers by drawing perceptions. As mentioned in the literature review above, Brand awareness has the two core variables, ‘Recognition’ and ‘Recall’ and for...
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  • Marketing
    deeper understanding in respect of the KFC brand and how this can be leveraged to attract and retain consumers. The literature review will address the marketing mix of KFC to understand their strategies in respect of the 4P’s of marketing (Product, Price, Promotion and Place), and the roles of...
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  • thesis
    perspective?” 2. LITERATURE REVIEW The purpose of this literature review is to discuss relevant writings on how to improve marketing strategies from the branding perspective. First, important terms such as brand equity and the concept of consumer-based brand equity are discussed. Secondly, the brand...
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  • Consumer Behavior Research Proposal
    about your data collection? Would you use an experiment or survey or observation? How would you select your sample? The articles you read in your literature review should give you some ideas here. You need to demonstrate an awareness of the methodological tools available to you and show some...
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  • Analyse Impact of Eco friendly labels
    purchase Eco-products. Our research mainly focuses on: Consumer behavior Attitudes and Reactions Buying patterns/ Purchasing Decisions Attributes that acts as purchase driver for eco-labels products Consumers Engagement in “Green-World” To gauge awareness and determine...
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  • Celebrity street snap shot is a new form of effective celebrity endorsement.
    brand placement as communication strategy is to increase consumer brand awareness and create a positive impact on consumer preference 8 Literature Review   without the consumer being consciously aware of the manipulation (d’Astous and Chartier, 2000; Gold et al., 2000). 2.3 Image...
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  • Online User
    consumer purchase decisions. Nevertheless, we find that box office sales are significantly influenced by the volume of online posting, suggesting the importance of awareness effect. The finding of awareness effect for online user reviews is surprising as online reviews under the analysis are posted to the same...
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  • Brand Awareness and Personality Dimension in Relationship to the Consumer Loyalty Among Brands Laundry Soaps in the Market
    Abstract The research aims to obtain the influence of brand awareness and personality dimensions of laundry soaps to consumer loyalty. The researcher surveyed 30 respondents for the purpose. Common brands of laundry soaps available in the market are mentioned in the survey. The researcher...
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  • Synopsis on Health Insurance
    . Conceptual Framework 3 2. Literature Review 4 3. Rationale of the Study 5 4. Objective of the Study 5 Chapter II- Research Methodology 1. The Study 6 2. The Design 6 3. The Sample 6 4. The Tools 6 * For Data...
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  • Brand Image Attitude and Perceptions Towards a Brand During the Course of an Acquisition in the Clothing Industry in the Uk
    whether brand equity is as important as what has been noted in the literatures. As seen in the literature review, brand equity is regarded as the summation of brand awareness, perceived quality, brand loyalty and brand association (Aaker, 1991; Keller, 1993). Sample questions in this stage will be how...
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  • Measuring Brand Euity
    aInternational Journal of Market Research Vol. 52 Issue 1 Consumer-based brand equity conceptualisation and measurement A literature review George Christodoulides University of Birmingham Leslie de Chernatony Università della Svizzera italiana, Lugano and Aston Business School...
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  • Business Research
    and dependent variables. To find out the awareness level of consumers about Indian and multinational companies products and to find out the affect of promotional activities on preference of Indian and MNCs products. LITERATURE REVIEW The purpose of this research is to able to make rational...
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  • Financial Consumer Protection. Subject: Research Proposal Student Name: Maina Alex Irungu Student Number: Bus-241-0088/2010 Course Name: Bachelor of Commerce (Finance Option) Course Unit: Research
    consumer. 2) Protection against deceptive and unfair trade practices. 3) Protection against all types of pollution. 4) Protection against the abuse of monopoly position and/or restrictive trade practices. 5) Protection of enjoying the financial consumer rights. 2.0 LITERATURE REVIEW...
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  • Brand Equity
    BRAND EQUITY: A LITERATURE REVIEW ABSTRACT Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of industries as brand equity is closely related with brand loyalty and brand extensions. Besides, successful brands provide...
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  • The Effects of Brand Equity on Consumer Purchase Preferences: a Case for Mobile Telecommunication Industry in Zimbabwe
    loyalty to consumer choice of mobile telecommunication service/products,  To evaluate the impact of Brand awareness on consumer choice of mobile telecommunication services/products.  To evaluate the impact of perceived quality on consumer choice of mobile telecommunication services/products.  To...
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  • Miss
    relate this informative component of a review to consumers’ product or brand awareness (Keller, 1993). In the consideration set model of consumer decision making (Roberts & Lattin, 1991), awareness is a key variable. The model describes consumer choice as a multi-stage process in which consumers...
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  • Marketing to Children Consumers
    customers and develop a successful marketing strategy. 5. Children as Consumers This section of the report reviews current and past literature associated with children as consumers. Research in to children's consumer behaviour can be seen to be spread across many areas and there is a general...
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