Thesis On The Relationship Of Brand Equity And Brand Extension

Thesis On The Relationship Of Brand Equity And Brand Extension-83
It is important to note that brand image influences or affects customer purchase decision-making process.If the customer negative towards a certain brand, it is likely that the customer will not be motivated to purchase.

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Definition by Murphy is inadequate since it does not actually capture the idea of identifiers in a comprehensive way.By continuing to use this site, you consent to the use of cookies.We use cookies to offer you a better experience, personalize content, tailor advertising, provide social media features, and better understand the use of our services.From the definitions above, a brand can be defined as a product, service or place that has strong identifiers with desired attributes and able to make consistent and long lasting associations that motivate the customers to move from identifiers to attributes and this definition will be used in the research.Marconi (215) defined Brand equity as the value in and of the brand this definition is limiting in that it does not recognize the importance of brand strength and its staying power.According to Srivastava and Shockers as cited in (Soto 18), brand strength refers to associations that are conceived in a consumers mind when they see a brand.Kriegbaum as cited in (Soto 18), defined brand strength as: “psychic constructs in the mind of consumers that are linked to the brand and influence their buying decisions.” The challenge in this definition lies in seeking to explain which psychic constructs are responsible for driving brand strength.Associations are the links that enable a customer to shift from brand identifier to attributes.Building associations requires time and hence need for consistency in brand building (Sexton 2010).A brand should focus on meeting emotional benefits and market needs instead of the product itself.Since such are difficult to be imitated by the competitor.

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  • Brand extensions - Free Marketing Essay - Essay UK
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    The first advocates to including brand stretchability as a measure of brand equity, Park et al. 1991 concluded that prestige brands might be more extendable than regular brands under the condition that the extension category or products have a consistency with the existing concept, thus accounting for the success of brands such as Prada or Jaguar offering phones, Ferrari offering laptop cases or high-class strollers.…

  • The impact of brand extension strategy on the brand equity of.
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    Cheng Tung and others, 2010, “An integrated relationship on brand strategy, brand equity, customer trust and brand performance – an empirical investigation of the health food industry.…

  • RELATIONSHIP BETWEEN CONSUMER BASED BRAND QUALTY. - Theseus
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    This study of identifying relationship between consumers based brand equity and loyalty of. consumers with respect to brand among hotel and restaurant industry of UK, the data is collected for. determining said relationship from consumers of hotel and restaurants industry of UK.…

  • MASTER THESIS - Lund University Publications
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    Further, the success of a brand extension product lays in the assumption of the existence of positive customer based brand equity, which, by definition involves a strong, favourable, and unique memory association towards the particular brand Keller, 1993.…

  • Investigate The Relationship Between Brand Equity, Brand.
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    Finally, it was shown that the quality of the relationship and the relationship value between brand equity and customer loyalty have mediating role in this industry. In order to achieve the goal of research that was investigation of the brand equity impact on customer satisfaction and customer loyalty,Janjiou et al.…

  • Three essays on brand equity JianJun Zhu
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    This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.…

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    Brand extensions is a broad concept, that is why the theoretical part will be delimited by focusing on brand transfer, which also means introducing new products under an existing brand name. In this paper, the authors will delimit on discussing Aaker’s brand equity model to identify the challenges and opportunities of brand extensions.…

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    And support, and brand extension prospects 1. According to Yoo, Donthu, and Lee 2, all marketing action done, effectively or ineffectively, to create, control, and exploit brand equity. In the previous period, brand equity paradigm has been emphasized by remarkable number of researches 3. From the late 1980s, the…

  • THE ROLES OF CUSTOMER-BRAND RELATIONSHIPS AND BRAND EQUITY IN.
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    Customer-brand relationships and brand equity will induce existing customers to have a favorable attitude toward the extension service and a strong intention to accept that service. This study focuses on mobile shopping platforms to…

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