In Store Brand Equity
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In Store Brand Equity
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Author : Karin Zaghi
language : it
Publisher: FrancoAngeli
Release Date : 2024-04-29T00:00:00+02:00
In Store Brand Equity written by Karin Zaghi and has been published by FrancoAngeli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-04-29T00:00:00+02:00 with Business & Economics categories.
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The Effect Of In Store Tv In Supermarkets On Customer Based Brand Equity For Consumer Goods
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Author : Christian Üffing
language : en
Publisher: GRIN Verlag
Release Date : 2009-09-08
The Effect Of In Store Tv In Supermarkets On Customer Based Brand Equity For Consumer Goods written by Christian Üffing and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-08 with Business & Economics categories.
Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: B , Lund University, language: English, abstract: The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. The aim is to verify if a causal relationship between in-store TV and brand equity exists. The underlying research philosophy of this thesis is positivism. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels. The empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity. The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.
In Store Tv Effect On Customer Based Brand Equity
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Author : Walid Mazraani
language : fr
Publisher:
Release Date : 2010
In Store Tv Effect On Customer Based Brand Equity written by Walid Mazraani and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Retail Branding And Store Loyalty
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Author : Bettina Berg
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-09-07
Retail Branding And Store Loyalty written by Bettina Berg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-07 with Business & Economics categories.
Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loyalty across different complex contexts. Addressing these issues, Bettina Berg analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets.
Retail Brand Equity And Loyalty
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Author : Julia Katharina Weindel
language : en
Publisher: Springer
Release Date : 2016-09-06
Retail Brand Equity And Loyalty written by Julia Katharina Weindel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-06 with Business & Economics categories.
Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
Monitoring The Dynamics Of Brand Equity Using Store Level Data
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Author : S. Sriram
language : en
Publisher:
Release Date : 2015
Monitoring The Dynamics Of Brand Equity Using Store Level Data written by S. Sriram and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In this paper, we evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a brand. For this purpose, we use a random coefficients logit demand model calibrated on store-level scanner data to track brand equity estimates over time in two consumer packaged goods categories that experienced several new product introductions during the time period of our empirical investigation. Using these tracked measures, we also study the impact of marketing actions such as advertising, sales promotions, and product innovations on brand equity. We find that the brand equity estimates effectively capture the high equity of strongly positioned popular brands as well as brands that command a significant price premium in niche markets. Using an example, we illustrate how these brand equity estimates can be used to monitor changes in brand equity, which measures such as market share may fail to capture. Our substantive results indicate that advertising has a positive effect on brand equity in both the product categories whereas the effect of sales promotions is not significant in either category. Further, our results reveal that new product innovations have a positive impact on brand equity and can explain a significant proportion of its variation. Overall, our analysis shows a brand manager can track brand equity using store-level data, gain insights into the drivers of the brand's equity, and manage these drivers to achieve brand equity targets.
Managing Brand Equity
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2009-12-01
Managing Brand Equity written by David A. Aaker and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-01 with Business & Economics categories.
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Brand Management Measuring The Brand Equity Of Decathlon In Portugal
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Author : Benyi Heider
language : en
Publisher: GRIN Verlag
Release Date : 2017-03-23
Brand Management Measuring The Brand Equity Of Decathlon In Portugal written by Benyi Heider and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-23 with Business & Economics categories.
Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1.5, Católica Lisbon School of Business & Economics, language: English, abstract: This report should analyse the current brand perceptions of Portuguese consumers about the brand Decathlon, find strengths and weaknesses in the current positioning and give recommendations for Decathlon on how to improve their current situation in the market by building a stronger brand. The Sportswear industry in Portugal in the year 2015: The economic downturn is over; Portuguese economy is recovering. This positive economic trend also influenced the sportswear industry, which grew by 2% to a total market volume of 775 m. EUR. The clear industry leader with a market share of 24% is Nike Retail BV. Nike managed to build up a really strong brand in Portugal over the past years. One of the key success factors for the brand image has been using Cristiano Ronaldo, the sports idol of Portuguese people, as a brand ambassador. In the shadow of Nike, also the second force in the industry, Adidas managed to grow by 6% in 2015. The prospects for the sportswear industry are optimistic. Nike and Adidas are expected to stay the most popular brands with their technological innovations, heavy marketing campaigns and focus on outstanding designs. This report is neither about Nike nor about Adidas. It is about a brand that is quite different but at the same time a direct competitor of those brands: Decathlon. Decathlon is acting in two major areas: Sportswear and Sports equipment. Regarding its strategy, the size of the stores and the range of the product offer, Decathlon differs a lot from Nike and Adidas. But surprisingly, Nike and Adidas are seen as the main direct competitors of Decathlon by Portuguese consumers. In Portugal the brand is mostly perceived as a sportswear brand. The second big section, the sports equipment product offer, seems not to be a strong enough differentiator to position Decathlon in another direction. Clearly, for Decathlon, with its different focus, it is hard to compete with the leading brands in their strong area of sportswear. The key could be in differentiating from these brands and focusing on different areas with more promising potential (e.g. use the growing popularity of outdoor activities).
Brand Equity And Brand Value
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Author : Michael Burger
language : en
Publisher: BoD – Books on Demand
Release Date : 2012
Brand Equity And Brand Value written by Michael Burger and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
A Customer Oriented Perspective On Retail Brand Equity In The Fashion Industry
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Author : Dan-Cristian Dabija
language : en
Publisher:
Release Date : 2015
A Customer Oriented Perspective On Retail Brand Equity In The Fashion Industry written by Dan-Cristian Dabija and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
One of the major themes in the contemporary society -- greatly affected by hyper-competition, globalization and rapid change in the behavior of demand agents (buyers) -- consists of theoretical debates and practical challenges raised in relation to the concept of brand. There seems to be no clear-cut distinction, both in theory and particularly in practice, between brand, producer's brand, dealer's brand, store brand or corporate brand. Therefore, brand equity is even more important to corporate stakeholders. The present research attempts to capture customers' perception of some dimensions typical of Romanian fashion retailers and how these dimensions are reflected in the customer-based brand equity.The analysis, conducted from the perspective of customers of fashion, sporting goods and shoe stores, has significant managerial and scientific implications. In fact, the authors highlight specific directions that the management of fashion retailers may take to have customers adopt a particular behavior of preference or recommendation of stores so as to increase their trust in, and appeal of the said retailers as well as the quantity of purchased goods. In other words, it is important for the management of the fashion retailers to identify the most appropriate way whereby they can, through synergistic efforts, obtain a lasting response from demand agents.