action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory. B randing and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive and evaluate brands, for example, through investigating brand equity (Keller 1993; McQueen, Foley, and Deighton 1993), brand personality (Aaker 1997; Plummer 1985) and brand extensions (Aaker
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Facultad de Ciencias Economicas, University of Oviedo, Spain Rodolfo Vazquez  Võctor Iglesias  Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification
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STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation............................................................
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A study of the effects of brand image on consumer behaviour and brand equity Eddie Phun Foo Boon BA Hons (University Malaya) MBA (University Putra Malaysia) International Graduate School of Management Division of Business and Enterprise University of South Australia (UniSA) Submitted on this 10th November in the year 2004 for the partial requirements of the degree of Doctor of Business Administration UNIVERSITY OF SOUTH AUSTRALIA 31 A66 2.1JuJ LIBRARY. Doctor of Business Administration
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Course: BUS 363.01 Brand Management Professor: Camille Abbruscato Semester: Spring 2013 Course Syllabus E-Mail: camille.abbruscato@stonybrook.edu Office: Harriman 305 Office Hours: Monday and Wednesday 11:30 – 12:50 or by appointment Classroom: Frey Hall Room 205 Time: Tuesday and Thursday 10:00 am – 11:20 am COURSE MATERIALS To keep costs down, there is no required textbook; instead, we will rely on my lecture slides, adapted from Keller’s, Strategic Brand Management text (Prentice
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mba elective summaries table oF coNteNts Page 1. accounting and control Page 2. Decision sciences Page 3. economics and Political science Page 5. entrepreneurship and Family enterprise Page 9. Finance Page 11. marketing Page 13. organisational behaviour Page 14. strategy Page 16. technology and operations management Here is a list of electives that were offered to the MBA Classes of 2012. This list is not comprehensive and is likely to change annually to reflect changes in the economic
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Career Guide to Investment Banking, Asia Pacific Edition and get the inside story on investment banking careers, including: • An inside look at corporate finance, sales & trading, research and other major functions at investment banks. • An oveview of equity and debt markets in the region • A discussion of industry trends and corporate culture in Asia Pacific • Days in the life of investment bankers in Asia Pacific This PDF is an excerpted version of the full 198-page guide To get the complete guide:
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3 The Effects of Marketing Mix Elements on Brand Equity* Edo Rajh** Abstract The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results
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Cornell Hotel and Restaurant Administration Quarterly http://cqx.sagepub.com Measuring Customer-Based Restaurant Brand Equity Woo Gon Kim and Hong-Bumm Kim Cornell Hotel and Restaurant Administration Quarterly 2004; 45; 115 DOI: 10.1177/0010880404264507 The online version of this article can be found at: http://cqx.sagepub.com/cgi/content/abstract/45/2/115 Published by: http://www.sagepublications.com On behalf of: The Center for Hospitality Research of Cornell University Additional services and
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unique. A product can be quickly outdated; a successful brand is timeless.” Stephen King (WPP Group, London) The main objective of this study is to measure the brand equity of a product, with the help of a Brand Asset Valuator. Successful Brand-Building today is the fact that: "A World of Brands" even more than it is a competition within categories. Consumers find it not only possible, but desirable, to select among
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