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1 – 10 of over 3000
Book part
Publication date: 1 June 2021

Hasan Evrim Arici and Nagihan Cakmakoglu Arici

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability and the…

Abstract

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability and the moderator influence of brand signature in higher education institutions in Germany. A total of 257 students were surveyed and the data gathered were tested through partial least squares structural equation modelling. The findings demonstrated that higher-education institutions’ SMMAs had a significant effect on both brand recognisability and students’ brand preference. The findings also empirically proved the significant mediator influence of brand recognisability and the moderator influence of brand signature upon the association of higher education institutions’ SMMAs and students’ brand preference. It is anticipated that the findings of this research could be utilised as a significant solution in the improvement of higher education institutions’ SMMAs, specifically focussing on the significance of each component of SMMAs.

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Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

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Book part
Publication date: 3 March 2022

Ojo James Olanipekun and Saidi Adedeji Adelekan

Most aspects of brand loyalty rely heavily on brand awareness. However, the information processing of brand awareness in customers, which is significant in buying decisions or…

Abstract

Most aspects of brand loyalty rely heavily on brand awareness. However, the information processing of brand awareness in customers, which is significant in buying decisions or customers' feedback experiences, is still unknown in the available literature. This study investigates how dynamic brands awareness affect customers in buying what they buy and how they buy them. The current study's entire goal is to comprehend the phenomenon of customer preferences and choices in the Nigerian context. The study asserts that there is a need to provide critical information that will improve customers' hypotheses testing in making a choice and preferences in creating brand awareness. It is necessary for brand builders and marketers to achieve and maintain the ultimate level of awareness through great gift items, pricing tactics, sales promotion, and sponsorship of programmes and events creatively and consistently. Meaningful customer relationship management programmes and activities must be established to constantly improve brand awareness.

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Entrepreneurship and Post-Pandemic Future
Type: Book
ISBN: 978-1-80117-902-7

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Abstract

Details

The Value of Design in Retail and Branding
Type: Book
ISBN: 978-1-80071-580-6

Book part
Publication date: 1 August 2017

Burcu Genç and Ayşe Gül Bayraktaroğlu

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

Abstract

Purpose

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

Methodology/approach

The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.

Findings

The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.

Originality/value

This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Abstract

Details

Managing Brands in 4D
Type: Book
ISBN: 978-1-78756-102-1

Book part
Publication date: 4 December 2009

David N. Bibby

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the…

Abstract

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

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Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research
Type: Book
ISBN: 978-1-84950-604-5

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

1 – 10 of over 3000