Theoretical framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation 1 1 2 2 3 4 5 5 6 7 7 8 Chapter 2: Literature review 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand equity 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand loyalty 2.3.4 Brand association 2.4 Consumer buying behaviour 10 10 10 11 12 13 15 16 17 19 2.4.1 Models of consumer behaviour 2.5 Summary 20 23 Chapter 3: Methodology 3.1 Introduction
Words: 22431 - Pages: 90
Awareness, Brand Image, Brand Equity and Brand Value by P. Chandon 2003/19/MKT Working Paper Series Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon* INSEAD March 2003 * Pierre Chandon is Assistant Professor of Marketing at INSEAD, Boulevard de Constance, 77300 Fontainebleau, France. Tel: +33 (0)1 60 72 49 87, e-mail: pierre.chandon@insead.edu. Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose
Words: 3698 - Pages: 15
5/4/2013 5/4/2013 NAFIS IRTIZA, 1030711530 mGT 368, SECTION#2, NSU NAFIS IRTIZA, 1030711530 mGT 368, SECTION#2, NSU ASSIGNMENT ENTREPRENEURIAL DIFFICULTIES IN BANGLADESH ASSIGNMENT ENTREPRENEURIAL DIFFICULTIES IN BANGLADESH ABSTRACT Bangladesh is a developing nation with a lot of constraints and difficulties for entrepreneurs. One of the primary difficulties that entrepreneurs face is raising capital. Finding out what types of difficulties entrepreneurs face in raising capital, and
Words: 1187 - Pages: 5
Chandigarh ACKNOWLEDGEMENT I am overwhelmed with pleasure and deep sense of gratitude towards University Business School, Chandigarh for giving me such an opportunity to do the research project which has opened my vision towards rich experience of the theory implications and practical applications studied in the MBA course. I express a heartfelt thanks to my guide Prof. S.K.Chadha who has helped me in choosing and doing this project. He provided me with guidance, inspiration, perspective and stimulating
Words: 7843 - Pages: 32
The brand equity of the UNIQLO is 4848 million in 2014. Compare about in 2013, the brand equity has been increase 1236 million. From the ranking, it ranks 279 in the 500 Best Global Brands in 2014. It also ranks 30 in the Best Japan 50 in 2013 and 28 in the most valuable brands in retail. (Brandirectory, 2014) This paper describes the justification for UNIQLO development what have been made and why UNIQLO maintains a high brand equity . Brand development: Customer-Based Brand Equity: When a
Words: 2452 - Pages: 10
capital (capital combination of debt and equity characteristics) in order to maintain its already strong capital position and balance sheet. ANZ has a Tier 1 capital ratio of 10.6% compared to Westpac, NAB and the Commonwealth Bank of Australia and will only improve with further equity issuance. The ANZ treasurer spoke of the company’s overall plan to stay ‘ahead of the game’, signalling to investors of his confidence in the company, along with a new common equity trigger clause. This clause states that
Words: 1758 - Pages: 8
IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY Idrees Akbar, waheed Naseer, Shoaib Ahmed Amin , Abdul Muqtadir , Hafsa Zia, Urooj Shafique Department of Management Sciences, the Islamia University of Bahawalpur Pakistan, Abstract: To be a leading company, it is a massive task to build brand loyalty. Brand is the only word that differentiates the goods and services from the other ones. Therefore the dominated companies spend a lot
Words: 5051 - Pages: 21
the consumers and to influence their behaviour in favour of the brand, MC can be supported by numerous models of Communication process and Consumer’s behaviour; marketers should not refer only to one framework, because diversifying the sources of theory allows them to reduce the limits and
Words: 3745 - Pages: 15
Executive summary In this paper, an attempt is made to delineate the deficiencies of the existing financial system in Bangladesh to cater to financing needs of SMEs or new potential entrepreneurs and a proposal has been given to develop the venture capital industry to meet financing and non-financing needs of SMEs. SMEs play a vital role within Bangladesh’s economy in terms of creation of industrial outputs and generation of employment. Even though they play a significant role they face problems
Words: 3834 - Pages: 16
DO SOCIAL MEDIA MARKETING ACTIVITIES ENHANCE CUSTOMER EQUITY/VALUE PERCEPTION? | By GUL KHAN. | Thesis submitted to the Lahore School of Economics in partial fulfillment of the requirements for the degree of [MBA] | [2013] | [Word count] Supervised by: [Ms. SHAMILA KHAN] 1. Introduction The luxury market is a high revenue market across the globe and is continuous on rise. This rise can be increased through expansion for the existing and new brands. This industry is a
Words: 1966 - Pages: 8
