Brand Ambassadors serve as the face of their client company at promotional events. They offer the company a chance to make a good impression on prospects. An effective brand ambassador is one who is interested in the product they are promoting‚ who can easily connect with the product. "During the live brand experience they become the identity of the brand‚ because they are the only human interface between the brand personality and the consumer. They are the people who have the potential to appeal
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Chapter 2 Sources of Innovation SYNOPSIS OF CHAPTER In this chapter consideration is given to the role of creativity as the underlying process for the generation of novel and useful ideas. Individual creativity is considered to a function of intellectual abilities‚ knowledge‚ thinking styles‚ personality traits‚ intrinsic motivation and environment. Firm creativity is more than the sum of member creativity. Firm creativity is also a function of the organizational structure and the strategic
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and one of the world’s most successful young fashion brands is born: Esprit. Worldwide success As the Esprit headquarters developed in Europe (Düsseldorf) and Asia (Hong Kong) in the 70s‚ the founder company Esprit USA gradually became an entirely self-sufficient company. What began in Germany with young sportswear fashion for women marketed under the name of Esprit de Corp soon became one of the most successful young fashion brands on the European market. The American rights were bought
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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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BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl kentd@kth.se Different Relevancein Different Contexts Proffesional World Indek/IPD‚ Guest Lecturer Master Thesis‚ Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No‚ it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles
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Source credibility Source credibility‚ is about the source and spokesperson’s credibility. From previous literature‚ source expertise and trustworthiness are crucial to be transmitted from a credible source. The spokesperson’s credibility has the following characteristics: to possess relevant expertise on the information topic‚ and to be trusted to transmit objective opinions (Hussein‚ 2012). Other studies state that the source’s expertise is the level of convincing. Convincing means that the communication
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What is an Academic Article? An academic article or paper – what you will need to write for the Arbeidskrav II – is: An analysis of a primary sources (original works of literature)‚ read in the context of secondary sources (scholarly interpretations of the primary source). In other words: Your project paper will not only be your personal engagement with a primary text (Hamlet‚ Jane Eyre‚ The Importance of Being Earnest‚ etc‚) It will also include your personal engagement with the secondary
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A Definition of Open Source Open source technology is defined as the production and development philosophy of allowing end users and developers to not only see the source code of software‚ but modify it as well. The Linux operating system is a one of the best-known examples of open source software technology. Pros and Cons of Open Source for Developers From a developer’s point of view‚ open source technologies provide a platform on which to build custom solutions. Rather than develop‚ say
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specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet‚ large format store‚ Multi brand outlet. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets‚ according to US consulting group AT Kearney’s
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Factors behind the brand switching in telecom industry The issue of Customer’s switching to other service providers have been the cause of intensive research from many years now and have given rise to many theories.Due to the increased competition in the telecommunication industry it has become extremely important for the companies to pay attention towards retaining of the customers.This research study particularly investigated the causes of customer switching behavior.A prolific way to gain the
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