Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20
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Some consumers are influenced by brands‚ other are not. Discuss the reasons for this. Currently‚ there are many products which have been introduced to the market. A company attempts to make their brand recognized by consumers in order to gain repurchasing from their customers. The company needs to predict an expectation of consumers. Therefore‚ brand management could be one of the most important roles in achieving this. Branding is a product or service that is distinguished from its competitors
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Negative Word-Of-Mouth on Consumers’ Brand Evaluations Introduction Traditional word-of-mouth communication (WOM) is verbal testimonials between consumers about product performance‚ service quality and mode of operating. WOM may be negative (NWOM) or positive (PWOM) and both employ strong influences on a consumers brand evaluations‚ which is the decision process to evaluate alternative brands. Previous studies have found that PWOM is likely to intensify a consumer’s brand image‚ while‚ conversely
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automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most of a company. Set up a value proposition as a branded organization and set up great recall and credibility of your brands) Your company is a top automobile company established in the entry level C segment of automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment
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The term Consumer can be referred to an individual or a group of people‚ such as tourists. The process of analyzing such bodies is very important‚ so as to get certain estimations about the new or ongoing businesses progressions. Tourist consumer behavior is an occurrence which can be described and explained in many different forms such as the observation of decision making‚ purchasing patterns and habits of the general public (Yadin‚ 2002). Another more self-explanatory explanation is the study
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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Journal of Consumer Marketing Emerald Article: Brand communities for mainstream brands: the example of the Yamaha R1 brand community Reto Felix Article information: To cite this document: Reto Felix‚ (2012)‚"Brand communities for mainstream brands: the example of the Yamaha R1 brand community"‚ Journal of Consumer Marketing‚ Vol. 29 Iss: 3 pp. 225 - 232 Permanent link to this document: http://dx.doi.org/10.1108/07363761211221756 Downloaded on: 08-10-2012 References: This document contains references
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Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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International Brand Architecture Brands play a critical role in establishing afirm ’svisibility andABSTRACT position in international markets. Building a coherent international brand architecture is a key component of thefirm ’soverall international marketing strategy‚ because it provides a structure to leverage strong brands into other markets‚ assimilate acquired brands‚ and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and
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Brand Antecedents of true BrAnd LoyALty Jooyoung Kim‚ Jon d. Morris‚ and Joffre swait ABSTRACT: We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility‚ affective brand conviction‚ cognitive brand conviction‚ attitude strength‚ and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model‚ demonstrating
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