“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE
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FACTORS AFFECTING BRAND LOYALTY AMONG SMALL SCALE SAVERS (A Case Study Bank) ABSTRACT The purpose of the study was to find out the factors affecting brand loyalty among small scale savers. This was a descriptive sample survey which targeted 100 customers of Equity bank Nairobi. The specific objectives of this study were to establish who loyal customers to Equity are, to determine the factors that make the customer satisfied, to examine how awareness work to help brand loyalty and to determine
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Social Distance The Missing Link in the Loop of Movies, Destination Image, and Tourist Behavior? Journal of Travel Research Volume 47 Number 4 May 2009 494-507 © 2009 SAGE Publications 10.1177/0047287508326534 http://jtr.sagepub.com hosted at http://online.sagepub.com Asli D. A. Tasci The Hong Kong Polytechnic University Visual information, especially delivered through movies, is believed to have an influence on destination image and consumer behavior. Based on the theory that knowledge about an
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organizations ability to meet their organizational goals. The first problem can be summarized as a need for brand orientation. By definition, brand orientation puts the image and value of the brand at the core of all activity in order to affect more positive and effective outcomes. Currently, the HCCH name, logo, promotional materials and absence of vision statement are negatively effecting its brand orientation. From an external facing perspective, there is a lot of confusion around the organization’s
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imperative. Sweden and Colombia have both attempted to affect consumer perceptions. The Juan Valdez campaign of the Federation of Colombian Coffee Growers has been successful in creating a desirable image for its product and using it to communicate with consumers. Volvo, likewise, has successfully nurtured an image of safety. Because the influence of culture has already been discussed in depth in Chapter 6, this chapter covers other relevant concepts. The focus is on the major approaches used to study consumer
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Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging
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Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging
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model of content- university of North Texas related, structural, and socialization factors that affect users’ attitudes toward sNA. david.strutton@unt.edu INTRoDUCTIoN content but actively promoted it. Yet, according to To generate brand awareness for its Old Spice fra- one industry-sponsored study, only 22 percent of grance line, Procter & Gamble invited Facebook consumers had a positive attitude toward social users to “Turn Up Your Man Smell” by becoming media advertising—and
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B R A N D P L A N N I N G : E - A RT I C L E K E V I N L A N E KE L L E R 1 eARTICL BRAND PLANNING by Kevin Lane Keller < CONTENTS PAGE E eARTICL BRAND PLANNING by Kevin Lane Keller E. B. Osborn Professor of Marketing Tuck School of Business Dartmouth College A Shoulders of Giants p ublication info@SOGiants.com | w ww.SOGiants.com E Published by Shoulder of Giants info@SOGiants.com All text © Shoulder of Giants 2009 The work (as defined below) is provided
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What is Consumer Buying Behavior? Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand: * why consumers make the purchases that they make? * what factors influence consumer purchases? * the changing factors in our society. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: * Buyers reactions to a firms marketing strategy
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