• Marketing Efforts
    affiliation between brand awareness and brand image as the two dimensions of the brand equity. In the literature review we describe the relationship of brand knowledge and brand awareness to brand equity. Through this review paper we try to determine that to which extent brand awareness can influence and how...
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  • Project Elf
    needed, the employees of the ICT department and the manager of I-Study. What | Who | When | Drawing up a research proposal. | Project managers and others | December 9 2011. | Conduct a literature review concerning the topics: designing organisations, brand awareness, and customers. | All...
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  • Customer Based Brand Equity Model
    : perceived quality, brand loyalty, brand associations, and brand trust. Emergence of brand trust as a new dimension instead of brand awareness complies well with recent literature on global branding, global consumption orientation, and corporate reputation. KEYWORDS. Branding and brand management...
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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
    (Chaudhuri, & Holbrook, 2001). At this point in the literature review it is appropriate to suggest that in all the theories and models discussed so far, brand awareness assumes paramount significance. More or less all material point to the fact that brand awareness is the foremost step in creating brand...
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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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  • brand awareness
    and other information made in similar studies. This will provide the researcher withthe knowledge on what lines the study should proceed and serves to narrow the problem. Themain objective of the study is to measure Brand Awareness of TNPL products among the people and the reviews are as follows...
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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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  • 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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  • 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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  • Marketing
    . Using a combination of literature review and primary and secondary data the study establishes that there is a clear correlation between advertising and brand loyalty in respect of KFC. It would seem that this is largely driven by the effectiveness of the advertising in generating an emotional...
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  • Guerilla Marketing
    the hypotheses were verified. In this section of the paper, a literature review of the literature relevant to marketing from guerrilla and Brand awareness point of view is provided. Work in this field is rather sparse and has been spread over a period of about fifteen years. Analysis of Brand...
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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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  • Marketing Research
    ). The preceding review of the literature reveals that brand equity can be regarded as a managerial concept, as a financial intangible asset, as a relationship concept or as a customer-based concept from the perspective of the individual consumer. We can further conclude on the basis of...
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  • The Effects of Brand Equity on Consumer Purchase Preferences: a Case for Mobile Telecommunication Industry in Zimbabwe
    . Literature review Overview The reality that emerges from the various researches in brand equity through the years is that there is considerable debate regarding the definition of brand equity and its measurements (Yoo and Donthu, 2001). There are two principal perspectives for brand equity, that is...
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  • Marketing Paper
    Marketing Research Paper Customer Loyalty Table of Contents 1. Introduction 3 2. Literature Review 4 2.1 Loyalty in Customer Relationship Management 4 2.2 Benefits of loyalty 4 2.3 Customer loyalty programs and costs 5 3. Conclusion 6 4. Reference List 7 1...
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  • Literature review & theoretical framework
    hotel chains’ (see appendix 4). Therefore, the research suggests that it is important to assess other key influencing factors of branding, including brand awareness. 4.3.2 Implication of Brand Awareness According to literature, brand awareness plays a vital role and is regarded as one of the...
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  • Training and Development
    integrative review of employer branding and OB theory", Emerald 39, (2010) | Keywords: | Corporate identity, Employers, Psychological contracts | Article type: | Literature review | DOI: | 10.1108/00483481011012809 (Permanent URL) | Publisher: | Emerald Group Publishing Limited | Abstract: | Purpose...
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  • Brand Extention
    acceptance due to awareness about parent brand. According to Kim and Lavack (1996), sometimes brand extension creates negative perception in consumer mind, which effect the reputation of parent 55 brands as well. Earlier literature review (Aaker et.al (1990)) fail to find any evidence that brand...
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