Essays about: "aaker,"

Showing result 21 - 25 of 37 essays containing the word aaker,.

  1. 21. Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset

    University essay from Företagsekonomi

    Author : Kaya van Enckevort; Jasmin Ansari-Dunkes; [2013]
    Keywords : Facebook; Fanpages; consumer motivations; firm-created advertising; perceived advertising value; consumer brand-related activities; brand equity; brand perceptions; brand image; brand attitude; consumer behaviour; marketing; brand management;

    Abstract : This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. READ MORE

  3. 22. Who are they? : Communication of brand personality by business schools inan online environment

    University essay from Ekonomihögskolan, ELNU

    Author : Arber Tahiri; Samira Youkhanna; [2012]
    Keywords : Brand; Brand Personality; MBA; European Business Schools;

    Abstract : Title: Who are they: a study about Communication of brand personality by business schools inan online environmentCourse: 4FE02E, Master Programme Degree Thesis, 15 ECTSAuthors: Arber TahiriSamira YoukhannaTutor: Dr. Rana MostaghelExaminer: Dr. READ MORE

  4. 23. Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Karin Olsson; [2012]
    Keywords : Swedish brand image; brand identity; brand gap; country-of-origin effect; Aaker; Big five model; France; Rhone-Alps; Renault Trucks; Novembal Tetra Pak; IKEA;

    Abstract : Research questions:   What are the brand images and brand identities of Renault Trucks, Novembal/Tetra Pak and IKEA? Is there a brand gap? How does country-of-origin have an effect on the perception of the brands? How does the respondent’s sex have an importance in the perception of the brand and the effect of country-of-origin? Purpose:   The purpose of this thesis is to describe, compare and analyze the existence of brand gaps and the effect of country-of-origin with the final intention to provide management recommendations for the studied companies. Method:   A quantitative consumer survey of 42 subjects was collected and analyzed. READ MORE

  5. 24. Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

    University essay from Blekinge Tekniska Högskola/Sektionen för management

    Author : Andreas Lökken; Malini Nayar; Maria Runering; [2012]
    Keywords : smartphone; brand equity; dimensions; components; factors; Aaker;

    Abstract : This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. READ MORE

  6. 25. The Analysis of Challenges and Opportunities in Brand Extension

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : CHEN SI JIA; GU JING; [2012]
    Keywords : brand equity; brand extension; category brand extension;

    Abstract : Over the decades, brand extension has been a core marketing strategy for a great number of companies. Brand extension enjoys a good reputation for bringing practical advantages to companies whilst it faces disputation at the same time because of a relatively high percentage of failures. READ MORE