AN ANALYSIS OF BRAND SWITCHING BEHAVIOUR SUBMITTED BY ABSTRACT: A proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e.‚ switching behavior) and an evaluative measure‚ which underlies the behavior. Self-perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative approach
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Except for new systems‚ there are some changes in management and organization in order to return revenue and profit growth at the Global Wealth Management Group. This article states that the Chief Executive John Mack brought in a new boss for the Global Wealth Management Group‚ this change in the senior level of employees follow the theory which is expressed by Kenneth c. (2006) as people is one of the key elements of an organization. Additionally as a number of productive brokers left the company
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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International Brand Architecture Brands play a critical role in establishing afirm ’svisibility andABSTRACT position in international markets. Building a coherent international brand architecture is a key component of thefirm ’soverall international marketing strategy‚ because it provides a structure to leverage strong brands into other markets‚ assimilate acquired brands‚ and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and
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Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as “the extent of the faithfulness of consumers to a particular brand‚ expressed through their repeat purchases‚ irrespective of the marketing pressure generated by the competing brands.” (Business Dictionary‚ 2012) An expression of brand loyalty from consumers can help companies to experience significant
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Case Study One Case Name: Pacific Healthcare I. Major Facts Pacific Healthcare is the largest health care provider in Santa Barbara Country. Pacific Memorial‚ Pacific Cabrillo‚ and Pacific Isla Vista along with two nursing homes and ten outpatient clinics are all linked to Pacific Healthcare. Altogether‚ there are over 1‚500 beds. Barney Rubble‚ the Pacific’s corporate director of supply management‚ is in charge of procuring supplies for all Pacific Healthcare subordinates. The director of
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CHAPTER 21 SHADOWS OVER THE PACIFIC: EAST ASIA UNDER CHALLENGE ____________________________________________ CHAPTER OUTLINE I. The Decline of the Manchus A. Opium and Rebellion 1. In 1800‚ the Qing dynasty was at the height of its power a. Peace‚ prosperity‚ secure borders‚ cultural accomplishments b. But peasant unrest‚ corruption‚ royal incompetence c. Population growth‚ to 400 million by 1900 2. West/Britain frustrated with limitations on trade a. British
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Halmstad University School of Business and Engineering Master Dissertation in International Marketing Master Dissertation in Strategic Management and Leadership The Analysis of Challenges and Opportunities in Brand Extension Authors: Chen Si Jia 891028-4986 Gu Jing 880711-T284 Supervisor: Gabriel Awuah Date of Submission: 31 May‚ 2012 Acknowledgements We would like to firstly thank our supervisor‚ Professor Gabriel Awuah‚ for his constant support and inspiring advices during
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POLYTECHNIC OF NAMIBIA SCHOOL OF MANAGEMENT DEPT. OF BUSINESS MANAGEMENT RESEARCH METHODOLOGY (RMA411S) ASSESMENT 1 Student name: Rachel N. Nuukunde Student number: 201030020 Lecturer: Dr. Geoffrey Nambira Due date: 10 March 2012 at 10h00pm Table of contents Pages 1.1 Topic of the study 3
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Journal of Consumer Marketing Emerald Article: Brand communities for mainstream brands: the example of the Yamaha R1 brand community Reto Felix Article information: To cite this document: Reto Felix‚ (2012)‚"Brand communities for mainstream brands: the example of the Yamaha R1 brand community"‚ Journal of Consumer Marketing‚ Vol. 29 Iss: 3 pp. 225 - 232 Permanent link to this document: http://dx.doi.org/10.1108/07363761211221756 Downloaded on: 08-10-2012 References: This document contains references
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