Essays about: "David Aaker"

Showing result 1 - 5 of 7 essays containing the words David Aaker.

  1. 1. Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Andreea Anchidin; Sofia Bigert; [2023]
    Keywords : Brand Equity; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality Streamers; Influencers;

    Abstract : Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. READ MORE

  3. 2. Business-to-signature-story-to-Business

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
    Keywords : Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

    Abstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE

  4. 3. Once upon a time there was a signature story

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
    Keywords : Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

    Abstract : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. READ MORE

  5. 4. Nu är det dags att agera! : en analys av konsumentbeteende från mjölkupproret i Skåne

    University essay from SLU/Dept. of Economics

    Author : Reginald Jason Baguna; Tylo Chacon; [2011]
    Keywords : varumärkeskapital; varumärke; konsumentbeteende; märkeslojalitet; mervärde;

    Abstract : At the end of 2008, Arla concluded agreements with several supermarkets in southern Sweden. The agreement with the supermarkets excluded Skånemejerier from the stores. This meant that Skånemejerier lost approximately 7% of sales volume. Arla Foods showed a strong desire to compete for market share in southern Sweden. READ MORE

  6. 5. Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising.

    University essay from Handelshögskolan vid Umeå universitet

    Author : Emma Löfgren; Juan Li; [2010]
    Keywords : Brand Loyalty; Advertising;

    Abstract : The usage of celebrity endorsements has been confirmed to result in more favorableadvertisement ratings and positive product evolutions (Dean and Biswas, 2001). It has evenbecome one of the most popular forms of retail advertising (Choi and Rifon, 2007). READ MORE