different brand names (Zinkhan and Martin‚ 1987; Meyers-Levy‚ 1989; Pavia and Costa‚ 1993). To elicit perceived country of origin associations‚ many brands use cues that are either implied in the brand name or in promotional appeals (Agrawal and Kamakura‚ 1999). This is particularly true within categories in which perceived origin or national identity is exceptionally important to their image (e.g. Gucci and Tag Heuer signify Italy
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Table of Figures Figure 1: Meaning Movement and the Endorsement Process Source: McCracken (1989)……………………………………………………………..11 Table of Contents 1 Introduction In todays society there is a heightened interest towards using celebrities to promote a particular product or brand and its positive effects are increasingly being recognized. Every year companies spend millions of dollars on endorsement contracts to align their brand and themselves with endorsers
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Executive Summary In the advertising industry‚ the agency-client relationship recognises the association between an advertising agency and their client. The nature of this service is a high risk and high involvement purchase which makes the information search a crucial element of the buying process. Understanding the drivers of this buying behaviour will enable the agency to become more responsive to their clients needs and tailor their services to positively influence the relationship. The foundations
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Global Destination Competitiveness TO5103 28/01/2015 Tourism New Zealand Three Year Marketing Strategy FY 2014 – FY2016 - “Leveraging a strong foundation to accelerate growth” Prepared for: Prepared by: Dr Donna E. Little Nguyen Thanh Ngoc 12877307 Alana Thomson Rui Zhang 12899823 Luixi He 12879568 Table of Contents I. Introduction 3 II. Background information of destination‚ the DMO and Tourism New Zealand Marketing Strategy II.1. Overview about New Zealand Tourism II.2.
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The Value of Brands White Paper White Paper: The Value of Brands: Evaluating Heineken’s Global Branding Strategy Tim Glowa July 31‚ 2002 Tim Glowa is President of North Country Research Inc.‚ (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa July 31‚ 2002 © 2002 Tim Glowa -1- The Value of Brands White Paper Table of Contents Abstract ............................................
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1.01 How Did the Roman Empire Expand? Have you ever played an app in which you have to build a zoo‚ city‚ or farm? If so‚ you know that your zoo does not become full of animals overnight. You must raise capital to add animals to your zoo. The more imaginary coins you have‚ the more land and animals you can purchase. Like these imaginary civilizations‚ the Roman Empire‚ too‚ took time to build. It did not just emerge overnight. The city of Rome was founded by a group of people called the Latins
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Relationship Marketing in Consumer Markets: Antecedents and Consequences Jagdish N. Sheth Atul Parvatiyar Emory University Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing‚ it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer
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Journal of the Academy of Marketing Science http://jam.sagepub.com An Examination of Selected Marketing Mix Elements and Brand Equity Boonghee Yoo‚ Naveen Donthu and Sungho Lee Journal of the Academy of Marketing Science 2000; 28; 195 DOI: 10.1177/0092070300282002 The online version of this article can be found at: http://jam.sagepub.com/cgi/content/abstract/28/2/195 Published by: http://www.sagepublications.com On behalf of: Academy of Marketing Science Additional services and information
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Marketing for Hospitality and Tourism Kotler et al. 9 781292 020037 6e ISBN 978-1-29202-003-7 Marketing for Hospitality and Tourism Kotler Bowen Make Sixth Edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk © Pearson Education Limited 2014 All rights reserved. No part of this publication may be reproduced‚ stored in a retrieval system‚ or transmitted
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ABSTRACT Title of Document: DYNAMIC CONSUMER DECISION MAKING PROCESS IN E-COMMERCE Wei Shi PhD Candidate in Marketing‚ 2011 Directed By: Dr. Michel Wedel PepsiCo Professor of Consumer Science Marketing Department‚ Robert H. Smith School of Business 3303 Van Munching Hall This dissertation studies the dynamic decision making process in E-commerce. In the first essay‚ we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices
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