Brand Equity Essay

between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of promoting the entity” (Bergkvist, & Zhou, 2016, p. 644). The main purpose of this assignment is to try and have a clear understanding in how markerters use the concept of celebrity endorsement in order influence consumer behaviour in the direction of the organization, product or brand. “Consumer Behavior is the study of the processes involved when…

Relationship marketing was how the Consumer Experience Tourism (CET) was originally evolved as an attempt by the marketers to corroborate bonds between brands and consumers. More broadly, Mitchell and Orwig (2002) have suggested that `consumer experience tourism' (CET), can include increased brand loyalty, greater understanding of the product, reinforcement of brand image and increased word of mouth about the product and the visit. The elevated level of personal product involvement (such as…

2.2.1 Brand Image According to Kotler (2000), “brand image is a set of beliefs held by consumers based on the attributes of each brand” (as cited in Lin, Yang & Wan, 2015). They assert that brand image in simpler terms is a specific combination of brand beliefs. The components that describe what brand image are the consumer’s reaction towards the brand name, logo, or impression, and represent the product quality (Magid et al., 2006, as cited in Lin, Yang & Wan, 2015). Brand image based on…

2.1.9 Brand awareness Brand awareness is defined as the ability of consumers to recognize and recall a brand in different situations. Brand recall in details means the consumers ability to recall the brand when they see a product category whereas brand recognition shows the capability of consumers in identifying a brand when there is a brand cue. (Chi et. Al, 2009) Today, In order to sustain in the competitive environment, company is required to offer a high quality service and publicized their…

constructs, attitude toward the advertisement and attitude toward the brand. These constructs have been studied in advertising research since the late 70s, focusing primarily on brand choice and behaviour prediction, and serve as direct antecedents of behavioural intent. Woodside and Wilson (1985, cited by Sagar et al) in their longitudinal survey have observed that brand awareness in great detail in light of competing brands, and their purchase behaviour. Their study has found support to prior…

Endorsement Contracts Between Sports Stars and Product Manufacturers INTRODUCTION- The relationship between sports celebrities and product manufacturers in terms of endorsements has undergone a heavy transformation in the last one and a half decade. In recent times, the endorsement by sports celebrities has emerged as one of the most successful marketing communication tools that can help, both, the athlete and the agent who earn a large amount of income. The statistic given below shows the…

North America to increase its market share. For strengthening its competitiveness to other strong brand, the company plans to expand its product line to provide wider range of sport apparels of other athletic and fitness activities. For maintaining the upscale brand image, Lululemon incorporates the next generation fabrics and technologies, which strengthening the consumer association of the brand with technically advanced apparels. Comparing to other competitors, the company also set up…

first-hand information about new products and special offerings. Despite transmitting information, these channels also allow Pandora jewelry to launch free rewards, which can further create noise and build brand…

on various brand elements have been used for the brand identity that differentiates the products or services of the brand compared to their competition. Today, it continues to evolve with the perception and behavior of consumers. Branding or brand is more important and complex today than ever before and it is influenced by the elements, words, and creativity that surround it. Because of the increasing importance of branding to a company, it is imperative to understand how the brand is…

There is no better time to apply for an equity home loan. Of course, the value of real estate has dropped in the last year but it is starting to grow again and the market is so competitive that lenders are giving very good annual percentage rate and interest rate so maybe it is time you started looking for the lowest rate equity home loan. An equity home loan is basically a second mortgage in which your guarantee is your house, more exactly you equity, the amount between the value of your house…