Customer-Based Brand Equity for Global Brands: A Multinational Approach Eda Atilgan Serkan Akinci Safak Aksoy Erdener Kaynak ABSTRACT. Focusing on the dimensions and measurement‚ this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA‚ Turkey‚ and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality‚ brand loyalty‚ brand associations‚ and brand trust
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Vodafone’s Success factors Assignment 2 Name: Adel Ahmed ID: 105163 2011 Adel Ahmed 12/31/2011 “A guy talking to people about “toiletpaper.com” can raise $1 million over the course of a lunch‚ while someone who has a cure for liver cancer is totally ignored by venture capitalists” –Ronald Bland‚ Maryland enterprise investment fund(Egbert‚ 1999a:63).” ‚Buss(2001). As quoted by Buss‚ technology based ventures have the edge over regular ventures; using the latest technology will
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Article Review and Analysis ----The Secret of Starbucks’ Success in China The current event article I found tells about the successful marketing strategies that the Starbucks Corporation takes to enter into the market of China‚ and simultaneously the problems and difficulties it has in the process of market expanding. The Starbucks Corporation is the global leader in specialty coffee consumption. Arising almost overnight from a market in Seattle‚ Washington‚ the company today provides quality premium
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T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G • REPORT P A NO. P E 01-107 R • 2001 S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W
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From: Sajan Shrestha (manager) Date: 4/20/14 Subject: Identification of factors influencing risks and the relationship of risks to audit evidence After performing preliminary analytical procedures and planning activities for Pinnacle Manufacturing‚ I have found several factors influencing inherent risks and acceptable audit risk. I have categorized the determinants of acceptable audit risk into three different factors: external users’ reliance on financial statements‚ likelihood of financial
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Introduction Starbuck’s CEO‚ Howard Schultz‚ asked an interesting question‚ “What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafes?”1 (Mangold‚ 2013). A good question always leads to a good insight. Starbucks‚ commenced its business in 1971‚ has revolutionized the coffee business and created a new market by offering exceptional quality coffee from around the world. It becomes the world leader in the premium coffee
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PROJECT SUCCESS DEFINED BY SUCCESS FACTORS AND SUCCESS CRITERIA by M. Shaw Success consists of going from failure to failure without loss of enthusiasm Winston Churchill INTRODUCTION 1. Since the 1960s there have been an increasing number of Project Management scholars that have expressed concerns regarding the ways to manage the success or failure of a project. Crawford (2000) theorised that there are two major avenues of thought in this area being: how success is judged
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Critical Success Factors or Key Success Factors (KSFs) The generation of Critical Success Factors CSFs (also termed KSFs) usually takes place at the end of the external analysis stage in preparation of the start of the appraisal of the organisation internally. CSF generation is a method of bringing the many factors identified from external analysis into a manageable list of issues which strategy should address. CSFs are those factors which are crucial to the success of any organisation within
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1.1 BUSINESS INDUSTRY OVERVIEW The fast food industry in Malaysia is saturated with players such as McDonalds‚ KFC‚ Wendy’s‚ Chili’s‚ Nandos and the like. The industry is relatively large in terms of the participating brands in fast food business. Fast food business is categorised according to the food served as well as their facilities and locations. There are restaurants selling specifically burgers‚ pizzas or only chicken‚ Mexican cuisine and many others. According the location‚ some restaurants
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MARK32 10:30-12:00TTH STARBUCKS COFFEE: A MULTICHANNEL STRATEGY 1.) What type of channel strategy is Starbucks currently employing? How does this channel strategy fit with Starbucks’ products and positioning? Starbucks’ channel strategy was evident when it chose to expand using company-owned stores rather than initially turned down lucrative franchising agreements. This is to ensure the consistency of the quality of their products. However‚ when Starbucks decided to move into international
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