Customer equity

"Authenticity is the benchmark against which all brands are now judged." General statement on the concept or topic It has become the dominant lens through which consumers decide to buy something, just as quality and price were previously. Nowadays, customers are becoming more discerning, very aware of artifice and hungry for something authentic. Thesis As evidenced in 2 advertisements, technology advances and the current lifestyle increases the importance of authenticity in advertising.…

Individual report 1- Introduction: Tobacco packaging is a crucial promotional vehicle which helps to generate brand awareness, increase brand appeal and foster positive attitudes towards smoking, with the ultimate goal for tobacco companies to maintain and increase market share and possibly also market size. (Wakefield M, Morley C, Horan, 2002). The pack has become the key marketing driver and limited edition packs appear to be central to this. As a Dutch design agency director explains,…

Word-of-mouth communication is a process of sharing information between consumers on specific products, services, brands, or companies with noncommercial intention (Higie, Feick, & Price, 1987; Litvin, Goldsmith & Pan, 2008). It not only shapes consumers' attitude and behaviors towards a product or service (Brown and Reingen, 1987), but it also has more significant impact on consumer behavior rather than mass media and radio advertising in certain circumstances (Engel, Blackwell, and Kegerreis,…

Introduction McCracken (1989) said that a celebrity endorser is as “ any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, p. 310). Bergkvist and Zhou made a change to this definition in 2016 and said that “a celebrity endorsement is an agreement between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of…

If you have only equity financing (which either uses funds injected into the business or equity raised through share offerings), you won’t benefit from any of the tax deductions that debt financing provides, and if you only have debt financing, your financial leverage will be greater but your overall profits…

launched at low capital costs (www.business.govt.nz). Thereafter, it is purely funded from its profits as it is continually established. In this way, the business will not have to bear the burden of debt or give part the company’s ownership through equity. However, the disadvantage of this source of financing arises from the fact that it poses limitations of the business because the chameleon shoes provided cannot supersede the company’s profits even when there is high demand thus a hindrance in…

The angel investor is looking to do business with other business people. Their interest is in investing with a chance to grow with the business and what it might mean for them. They are investing billions of dollars in thousands of companies today (Bell, 2007). Exploring what the angel investor is and why they invest will give some answers as to why they might be a good partner. What makes an offer attractive to the angel investor, and the differences between angel investors and venture…

Kotler and Keller (2012) add that brand equity is also assets such as trademarks, patents and distribution channels that are associated with the brand. Scholars also related brand awareness to brand equity as one of its dimensions. Aaker (1991) first associates brand awareness with brand equity. In Aaker’s brand equity model (1991), five components are identified: brand loyalty, brand awareness, perceived quality, brand associations and other proprietary assets. Brand awareness is consumers'…

, 2006, as cited in Lin, Yang & Wan, 2015). Brand image based on Woodward (2000) is an idea that is held by the customers and the image may not actually be tangible or portray reality. She emphasizes that brand image is a part of the consumer’s knowledge that can affect their satisfaction when using the product or service.…

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…