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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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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.
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.
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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Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson, Duane Varan and Robert F. Potter
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.