Developing and validating a multidimensional consumer based brand equity scale pdf

Posted on Wednesday, June 9, 2021 2:13:51 PM Posted by Adrian L. - 09.06.2021 and pdf, pdf 3 Comments

developing and validating a multidimensional consumer based brand equity scale pdf

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This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity CBBE and its impact on purchase intention. It is a quantitative study based on a survey conducted with smartphone users. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty.

Developing and validating a multidimensional consumer-based brand equity scale

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Help Privacy Terms. An examination of selected marketing mix elements and brand equity B Yoo, N Donthu, S Lee Journal of the academy of marketing science 28 2 , , Developing and validating a multidimensional consumer-based brand equity scale B Yoo, N Donthu Journal of business research 52 1 , , Cultural influences on service quality expectations N Donthu, B Yoo Journal of service research 1 2 , , Retail productivity assessment using data envelopment analysis N Donthu, B Yoo Journal of retailing 74 1 , , The effects of marketing education and individual cultural values on marketing ethics of students B Yoo, N Donthu Journal of Marketing Education 24 2 , , Buy genuine luxury fashion products or counterfeits?

The effect of personal cultural orientation on consumer ethnocentrism: Evaluations and behaviors of US consumers toward Japanese products B Yoo, N Donthu Journal of International Consumer Marketing 18 , , Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each B Yoo, SH Lee Journal of Business Research 65 10 , ,

Consumer‐based brand equity and status‐seeking motivation for a global versus local brand

An investigation on marketing mix efforts on brand equity: An empirical investigation in mobile phone industry Nasr Azad , Ozhan Karimi and Maryam Safaei In this paper, we present an empirical study to investigate the effects of different marketing efforts on brand equity in mobile industry. The proposed study of this paper distributes a questionnaire consists of 26 questions including loyalty, quality perception, awareness, exclusiveness, word of mouth advertisement, brand name image, advertisement, price, distribution and guarantee. The results show that there is a positive and meaningful relationship between marketing mix efforts and brand equity. In other words, more advertisements could help better market exposure, which means customers will have more awareness on market characteristics. Among all mixed efforts, guarantee influences more on brand equity, which means consumers care more on product services than other features. Finally, among different characteristics of brand equity, product exclusiveness plays an important role.

Consumer‐based brand equity and status‐seeking motivation for a global versus local brand

Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement.

Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. Aaker, D.

The system can't perform the operation now. Try again later. Citations per year. Duplicate citations.

COMMENT 3

  • Little systematic research has been done to develop a scale to measure consumer-based brand equity. The authors report the results of a multistep study to. Coddsmarhighti - 15.06.2021 at 15:14
  • Skip to search form Skip to main content You are currently offline. Daniele A. - 17.06.2021 at 13:47
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