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Factors of communication mix on social media and their role in forming customer experience and brand image

References Aaker, D. and Joachimsthaler, E. (2009), “Brand Leadership”, New York: Free Press Business. Chao-sen, W. (2015), “A Study on Consumers’Attitude Towards Brand Image, Athletes’ Endorsement, and Purchase Intention”, International Journal of Organizational Innovation, Vol. 8, No. 2, pp. 233-253. Frankovský, M., Birknerová, Z. and Zbihlejová, L. (2015), “Possibilities of identification of predictors of occurrence of cognitive distortions in managerial work”, Polish Journal of Management Studies, Vol. 12, No. 2, pp. 69-78. Healey, M

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The impact of brand image fit on attitude towards a brand alliance

brand equity approach”, Industrial Marketing Management, Vol. 39, No. 8, pp. 1240-1249. Bhat, S., and Reddy, S.K. (2001), “The impact of parent brand attributes associations and effect on brand extension evaluation”, Journal of Business Research, Vol. 53, No. 3, pp. 111-122. Biel, K.A. (1992), “How brand image drives brand equity”, Journal of Advertising research , Vol. 32, No. 1, pp. 6-12. Bluemelhuber, C., Carter, L.L. and Lambe, C.J. “Extending the view of brand alliance effects: an integrative examination of the role of country of origin

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Managing loyalty through brand image, judgement and feelings for leveraging power brands

Vermeir, I. (2004), “The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots”, International Journal of Market Research , Vol. 46, No. 4, pp. 465-478. Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science , Vol. 22, No. 2, pp. 99-113. Dolnicar, S., Rossiter, J.R. and Grun, B. (2012), “‘Pick-any’ measures contaminate brand image studies”, International Journal of Market Research , Vol. 54, No. 6, pp. 821

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Image Crisis in Legia Warszawa Sports Klub Following Accusationsof Attacking Members of Hapoel Petah Tikva Team by Legia’s Fans – Situation Analysis and Evaluation

Abstract

Today sports plays a very important role in marketing, brand image building and also in the entire promotion process in organizations. In order to obtain the planned and crucial for every entity involved effects, there should be the relationship between the product and the sport [Pogorzelski, 2010, p 14]. Not every sport provides the opportunity of shaping the image safely and at the level expected by the entity involved.

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Impact of Green Practices on Buying Habits in Pakistan’s Food Sector

REFERENCES [1] Chen, Y.-S. (2008), The driver of green innovation and green image – green core competence, Journal of Business Ethics, (81). [2]Chen, Y.-S. (2010), The drivers of green brand equity green brand image, green satisfaction, and green trust, Journal of Business Ethics, (93). [3]Dunlap, R.E. (1994), (International attitudes towards environment and development), in Bergesen, H.O. [4] Parmann, G. (Eds), Green Globe Yearbook of International Co-operation on Environment and Development 1994, Oxford University Press, Oxford

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Building Scientific Institution’s Brand with Online Instruments

Summary

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

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The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan

Abstract

This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers' purchasing attitude.

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Reputation Management for Scientific Organisations — Framework Development and Exemplification

Summary

Reputation Management deals with establishing, maintaining and strengthening a positive reputation for an object in order to build trust, commitment and lasting relationships. Positive reputation is considered a major intangible asset of companies as it contributes to their value creation. Reputation and reputation management, therefore, are well-established perspectives in marketing theory. This paper examines reputation in matters of scientific organisations. Drawing on conventional (commercial marketing) models of reputation management and derived characteristics of scientific organisations, a modified framework is deduced, named the Scientific Organisations Reputation Model (SORM). As this model widely fits the specific requirements of this type of organisation it will be useful for the complex task of marketing scientific organisations. Using the SORM framework, scientific organisations will be able to understand the formation of their own reputation in a more comprehensive way and will be able to improve their reputation-relevant management processes. The framework is exemplified and examined more closely using the case of DHBW, the unique German cooperate state university as the interplay of stakeholder patterns and the integration of multi-level marketing activities are carved out and main effects on reputation are demonstrated.

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The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

. ‘Laddering Theory, Method, Analysis, and Interpretation’. - Journal of Advertising Research 28, 1, 11-31. Reynolds, Thomas J.; Phillips, Joan M. 2009. ‘A Review and Comparative Analysis of Laddering Research Methods’. - Review of Marketing Research 5, 130-174. Roll, Julia; Emes, Jutta; Horst, Sven-Ove 2017. ‘Cultural Marketing in the Digital Age: The Influence of Place and Media on the Brand Image of Live-Operas’. - Journal of Marketing Trends. Forthcoming. Roll, Julia; Höflich, Joachim R. 2014. Cooperationsbetween Companies

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Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits

Abstract

Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

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