Brand Equity to Customer Loyalty An examination of brand equity leading to customer loyalty in the clothing industry using the Loyalty Ladder model. Abstract Purpose - The aim of this paper is to examine if there is a correlation between brand equity and brand loyalty. The author will research the sources of brand equity for three international clothing companies: Abercrombie & Fitch‚ Marks & Spencer‚ H&M and apply each company to the Loyalty Ladder. Methodology – Secondary literature
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Consumer Generated Advertising in Today’s Marketing World March 29‚ 2011 With the increasing development of technology‚ advertising has changed significantly. These changes force organizations to adapt and embrace new concepts. The traditional way of advertising put all the control in the businesses hands although now this control shifted to the consumers. ‘Consumers are now creating their own ads for the brands they love and hate‚ using inexpensive software and powerful personal computers
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1007/s11129-009-9066-z The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data C. Robert Clark · Ulrich Doraszelski · Michaela Draganska Received: 11 December 2007 / Accepted: 2 April 2009 / Published online: 8 May 2009 © Springer Science + Business Media‚ LLC 2009 Abstract We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from
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BRAND PERSONALITY & CONSUMERS Brand personality is the way a brand speaks and behaves to its consumers. A brand’s personality is like a set of human characteristics that one would associate with the brand‚ which allows their consumers to relate. Customers are more likely to purchase a brand if its personality is similar to their own as it gives the opportunity for consumers to make a connection with a particular brand. A brand’s personality stems from a companies understanding of their market
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ADVERTISING AND BRAND MANAGEMENT TOPIC: KINGFISHER AIRLINES IN AVIATION INDUSTRY Instructor: Prof. JAYA GOPALKRISHNAN Submitted By: SOMNATH SAHA PGPM/09-11/ 108 ASHIS ROUTRAY PGPM/09-11/ 70 CHINMAYA KUMAR TRIPATHY PGPM/09-11/ 76 PREETI PGPM/09-11/ 94 MRITYUNJOY DUTTA PGPM/09-11/ 86 SOUMYARANI PANDA PGPM/09-11/ 110
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Is brand loyalty of consumers affected by a financial crisis? The current financial crisis has spread around the world and no consumer has stayed untouched. In economic downturns‚ consumers are trying to better manage their expenses due to uncertainty for the future. In such cases‚ their brand loyalty might be shaken. Especially for UK consumers‚ whose purchasing power is lower than the other nations‚ the situation in the beginning of 2010 seems to be much more difficult. Hence‚ the purpose of
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Determinants of Brand Loyalty Of Cars for the Leading local Car Brands [pic] Submitted to: Dr. Abdul Waheed Submitted By: Anwer Chishti (5695) May 30th 2011 IQRA University Gulshan Campus Determinants Of Brand Loyalty Of Cars For The Leading Local Car Brands Abstract In the present scenario there is the growing need to understand the markets from the perspective of a marketer as well as a researcher. Thinking in the same line‚ the present study underlines the determinants of brand loyalty
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Impact of advertising Advertising may be described as the science of arresting the human intelligence long enough to get money from it’. It is the consumers who are unaware of this exploitation and become the victims of packaging. Advertising is a faÇade to the outer appearance of a product‚. It is an art to bring about the specifications of a product or service in a rather over the top way. It can be ostentatious‚ bold‚ sarcastic‚ funny‚ raunchy or downright dumb‚ but‚ nevertheless‚ we all
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BRAND LAP- AN EMPIRICAL STUDY ON LOYALTY‚ AWARENESS‚ PROMOTION INTRODUCTION The term brand has become the buzzword of the twentieth century. Manufacturers‚ marketer and corporate think tank have left no stone unturned in coming up with the new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the who process of branding. Gone are the days when a ‘brand’ was meant to give recognition to a product or at the most to a company. The 21st century
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Starbucks Corporation and Brand Loyalty In today’s highly competitive business markets‚ a consumer’s loyalty to a brand often adds reassurance to the company’s stable and lasting position in the marketing world. As the new year continues to unravel‚ brands must maintain strong marketing strategies in order to keep their current buyers interested as well as capture the eye of new buyers. Brand loyalty after all‚ is the consumer’s conscious and unconscious decision‚ expressed through intention
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