sponsorship and consumer purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports‚ literature and art as well as the social events. And after 30 year of development‚ sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer’s perception of a brand via big events. However
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Summer project report On Brand Awareness of Parle Agro products Undertaken at Parle Agro Pvt. Ltd. Prepared by Rohit Ajmera PGDM-054 (ITM Business School‚ Navi Mumbai) Under the guidance of Company guide College guide‚ Mr. Manish Joshi Prof Sudipto Chatterjee Brand Manager‚ Marketing Department Parle Agro Pvt. Ltd ITM Business School ACKNOWLEDGMENT Firstly‚ I would like to thank the ‘Almighty’ for blessing
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Alvarez‚ B. A & Casielles‚ R. V. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing ‚ 39 (1)‚ 54-70. Arnould‚ E.‚ Price‚ L. & Zinkhan‚ G. (2004). Consumers. New York: McGraw-Hill. Assael‚ H. & Keon‚ J. (1982). Nonsampling vs sampling errors in survey research. Journal of Marketing‚ 46 (2)‚ 114-123. Atilgan‚ E.‚ Aksoy‚ S. & Akinci‚ S. (2005). Determinants of the brand equity: A vertification approach in the beverage industry in Turkey
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NAME: Ishita Chaudhary [ishichaudhary@gmail.com] ROLL No.: 016 CLASS: SYBA ‘A’ I have taken up the brand of ‘Sherlock Holmes’‚ the character created by Sir Arthur Conan Doyle‚ from its inception in the 19th century till present day. INTRODUCTION AND HISTORY When Sir Arthur Conan Doyle first introduced Sherlock Holmes to the reading public in 1887‚ nothing could have prepared him for the fact he had created a character who was destined to become the most famous detective in the world
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Corona Extra has solidified its position as the number one selling beer in Mexico and has reduced the gap on becoming one of the most popular import beers in the United States. These achievements however‚ did not come with little planning. The Grupo Modelo brewery took strategic steps in order for them to produce a product that is in such demand in the United states and the rest of the world. During the 1930s as most other breweries in Mexico were more concerned with providing aid to the war
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Customer equity is a result of customer relationship management. Customer equity is the total of discounted lifetime values of all of the firms customers. In layman terms‚ the more loyal a customer‚ the more is the customer equity. Firms like McDonalds‚ Apple and Facebook have very high customer equity and that is why they have an amazing and sustainable competitive advantage. Customer Equity is made up of three components. Value Equity‚ Brand Equity and Relationship Equity. Value Equity
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. RedBull’s positioning was different from the competitors because company intended RedBull to be drank whenever consumers needed a lift‚ whether it was morning noon or night. This way Redbull consumption would not be limited to certain occasions or activities. 2. The primary key for RedBull Student Brand Managers was that they had to explain the products benefits and encourage customer to drink full can for maximum benefit. 3. Management team in the U.K. altered RedBull marketing formula
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Foreign Market Entry and Diversification: Corona Beer Foreign Market Entry and Diversification: Corona Beer Grupo Modelo is the number one beer producer in Mexico and the producer of Corona‚ one of the leading import beer brands sold in the United States. This paper will highlight the trends in the global beer market and how Grupo Modelo’s international expansion was achieved through strategic partnerships. It will also discuss Grupo Modelo’s strategies to enter new markets and their challenges
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Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers This article briefly states the idea of brand internationalization. Whether brands should localize themselves based on the tastes of the market or they should keep their identity intact. The author‚ Craig Briggs states that certain risk is involved when a global company tries and changes too much as per the local tastes. The articles also stresses on instances from the past on Global companies like Starbucks
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EFFICIENCY‚ BRAND EQUITY AND CUSTOMER SATISFACTION ON FIRM PERFORMANCE AN ECONOMETRIC MODEL AND DATA ENVELOPMENT APROACH Luis Fernando Angulo Autonomous University of Barcelona‚ Business Economics Department 08193 Bellaterra (Cerdanyola del Vallès)‚ Barcelona‚ Spain Tel. +34 93 581 1209‚ Fax +34 93 581 2555 Email: LuisFernando.Angulo@uab.es ABSTRACT This research focuses its attention to support empirically and not separately the impact of marketing activities‚ brand equity and customer
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