MKTG: Branding & Brand Management (Topic)最新文献

Effect of Brand Image on Consumer Buying Behaviour 品牌形象对消费者购买行为的影响

MKTG: Branding & Brand Management (Topic) Pub Date : 2021-08-25 DOI: 10.2139/ssrn.3907928

A. Gupta, A. Garg, Farhan Farhan, M. Chandna, R. Jain, S. Kumar

引用次数: 5

A Model of Brand Architecture Choice: A House of Brands vs. A Branded House 品牌建筑选择模型:品牌之家vs品牌之家

MKTG: Branding & Brand Management (Topic) Pub Date : 2020-05-28 DOI: 10.2139/ssrn.3116284

Jungju Yu

引用次数: 8

Developing a Conceptual Model for Holistic Branding – Finding the Sweet Spot Where Internal Brand Culture Intersects With External Brand Experience 开发整体品牌的概念模型——寻找内部品牌文化与外部品牌体验相交的最佳点

MKTG: Branding & Brand Management (Topic) Pub Date : 2020-01-07 DOI: 10.2139/ssrn.3688407

Kamalika Chakraborty

引用次数: 0

The Effect of Brand Perception, Reputation and Personality on the Brand Loyalty: The Case Study of Turk Telecom 品牌知觉、声誉和个性对品牌忠诚的影响——以土耳其电信为例

MKTG: Branding & Brand Management (Topic) Pub Date : 2019-11-05 DOI: 10.2139/ssrn.3481407

Natia Butkhuzi, Marwan Ghaleb

引用次数: 0

Validating a Theoretical Model for Hotel Brand Love Amongst Young Indian Tourists 印度年轻游客对酒店品牌喜爱的理论模型验证

MKTG: Branding & Brand Management (Topic) Pub Date : 2019-08-26 DOI: 10.20474/jabs-5.4.4

Abhigyan Sarkar

引用次数: 1

Specialization, Generic Firms and Market Competition 专业化、通用企业与市场竞争

MKTG: Branding & Brand Management (Topic) Pub Date : 2019-01-01 DOI: 10.2139/ssrn.3246996

M. Lijesen, Carlo Reggiani

引用次数: 2

The Role of Product Design in Developing Brand Association 产品设计在发展品牌联想中的作用

MKTG: Branding & Brand Management (Topic) Pub Date : 2018-10-31 DOI: 10.2139/ssrn.3326460

D. Alam

{"title":"The Role of Product Design in Developing Brand Association","authors":"D. Alam","doi":"10.2139/ssrn.3326460","DOIUrl":"https://doi.org/10.2139/ssrn.3326460","url":null,"abstract":"Purpose - This paper aims to find the role of functional and aesthetic attributes of product design in developing brand association among smart phones users between ages 21 to 30 years by using user image congruence as moderator. \u0000 \u0000Design/methodology/approach - A theoretical framework is developed based on literature review. A close ended questionnaire was used from consumers on psychographic basis. Stratified random sampling with sample size 384 is used to collect data from respondents in twin cities. Data is then analyzed by applying correlation and regression. \u0000 \u0000Findings - The results of the study suggest that both functional and aesthetic attributes of product design significantly build brand association. Result evidences that user image congruence builds brand association and helps in strengthening the relationship between product design’s attributes and brand association. \u0000 \u0000Research Limitations - This study only focuses on two major attributes of product design and scope of the study can be increase by adding other attributes like symbolic and non-product related attributes. Similarly, this study is limited to only one technological product such as smart phone and its scope of the study can also be increase by adding other technological products to proposed theoretical model. \u0000 \u0000Practical Implications - Analysis of the study concludes that industry should focus on components like function, aesthetics and user image congruence when developing design of the smart phone and this helps in building brand association. \u0000 \u0000Originality/Value - The main contribution of this study is that, it combines product design’s attributes, user image congruence and brand association. In Pakistani perspective, this study is the first to identify such relationship among variables in technological product like smart phone. The model that is developed in this study can be further analyzed with other highly technological products. \u0000 \u0000Paper Type – Research Paper.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125067372","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Impact of Brand Image, Service Quality and Trust on Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer Satisfaction: Case Study on Telecommunication Sector of Pakistan 品牌形象、服务质量和信任对顾客忠诚的影响、感知价格公平的调节效应和顾客满意的中介效应——以巴基斯坦电信行业为例

MKTG: Branding & Brand Management (Topic) Pub Date : 2018-08-20 DOI: 10.2139/ssrn.3235566

M. Ashraf, A. Niazi

{"title":"Impact of Brand Image, Service Quality and Trust on Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer Satisfaction: Case Study on Telecommunication Sector of Pakistan","authors":"M. Ashraf, A. Niazi","doi":"10.2139/ssrn.3235566","DOIUrl":"https://doi.org/10.2139/ssrn.3235566","url":null,"abstract":"The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied and loyal customer and it is useful to identify the factors through which telecommunication sector may improve its performance. The survey research design method was used in this study. It involves a questionnaire for the collection of data from the respondents. Convenience-based Sampling was used in this research data was collected with the help of a questionnaire from 250 customers in the telecommunication sector of Pakistan (Warid, Zong, Mobilink, and Ufone Telenor). Correlation analysis was conducted utilizing SPSS to analyze the data. It is revealed that the correlation between customer loyalty and three independent factors that are quality service, brand image, and trust is very strong and mediator customer satisfaction in this relationship had an effect on customer loyalty. There exists a strong relationship between three dimensions of independent variables and the dependent; we can say that there is a strong effect of a mediator and moderator on these relationships. There is also a very strong correlation between customer loyalty and customer satisfaction.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129114471","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 11

Legal Regulations and Branding Higher Education Institutions 法律法规与高等教育机构品牌建设

MKTG: Branding & Brand Management (Topic) Pub Date : 2017-10-11 DOI: 10.20849/ajsss.v2i3.195

Syed Ali Abbas

引用次数: 1

Measuring Reputation Risk of Luxury Brand Business: Investor's Perspective 奢侈品牌企业声誉风险评估:投资者视角

MKTG: Branding & Brand Management (Topic) Pub Date : 2017-09-08 DOI: 10.2139/ssrn.3027104

Daniel Shin

{"title":"Measuring Reputation Risk of Luxury Brand Business: Investor's Perspective","authors":"Daniel Shin","doi":"10.2139/ssrn.3027104","DOIUrl":"https://doi.org/10.2139/ssrn.3027104","url":null,"abstract":"Reputation risk is increasingly important concept in the boardroom because of its influence in creating stakeholder support and engagement with luxury brand businesses. Both researchers and practitioners would, therefore, benefit from having a rigorous instrument to measure reputation and the ability to develop predictive modeling of reputation’s impact on stakeholder’s future behavior. Using the case study method and a proven framework measuring corporate reputation, one of fastest growing luxury brand businesses was examined for its recent incident, media coverage from a real court case, that made the business suffer reputational damage. RepTrak is a widely used method to measure corporate or sovereign reputation. However, this methodology is not articulated well enough in the luxury industry if the method is valid for the luxury brand business, limiting researchers’ and practitioners’ abilities to use RepTrak for their respective purposes. This paper reports tests conducted to validate the measures empirically across institutional investors and retail investors groups in the U.K. Qualitative and quantitative surveys confirm the existence of reputational damaging event from the cause created by one of stakeholders and applicability of RepTrak, that is constructed from seven dimensional attributes to measure corporate reputation. The framework, therefore, validates RepTrak as a tool for measuring and tracking stakeholder perceptions of luxury brand business, especially with the eye of investors.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127482101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1