Equity partner

Determinants of important antecedent to eWOM behavior in SNSs and its impact on brand image and purchase intention Abstract Keywords: Introduction Word-of-mouth (WOM) communication is generally acknowledged to play a considerable role in influencing and forming consumer attitudes and behavioral intentions (e.g. Chatterjee, 2001; Chevalier and Mayzlin, 2006; Herr et al., 1991; Kiecker and Cowles, 2001; Sen and Lerman, 2007; Smith and Vogt, 1995; Weinberger and Dillon, 1980; Xia and…

Brand is the "name, term, sign, symbol, design or a combination of them that identifies the goods or services of one seller from those of others and differentiates the goods from those of competitors. Brands are used in business, marketing, and advertising. Generally brands for me mean superior product performance that may provide enhanced benefits from using the product as compared to using a non-branded product. Brand has now become as a source of status symbol, using a branded product or…

Brand equity is “the marketing and financial values linked with a brand’s strength in the market, including actual proprietary brand assets, brand name awareness, brand loyalty, perceived brand quality, and brand associations” (Pride & Ferrell, 2003, p. 299). Brand equity can also be defined as “A set of assets and liabilities linked to a brand, its name and symbol that adds to or subtracts from the value provided by a product or service to a firm and/or to that firm‟s customers.” – David Aaker…

Marketing Strategy: Products Products and services are the purpose of having a company. In order to have customers and businesses, there must be a need of exchange of products and services. According to Southern New Hampshire University (2015), “The product offering, which is the heart of any organization’s marketing program, is always the launching point in the creation of the marketing mix” (p. 1). A product or service is what attract customers to satisfy their needs, wants and lifestyles.…

Leadership Communication in the New Workplace An organization like Bean Here is like none other. Bean Here is not your typical location to grab a cup of coffee and be on the go. Bean Here is more of a destination to arrive at. We prefer to title our “coffee brewers” as Artists. They are brewing a cup of finely crafted ingridients. At Bean Here we all strive towards greatness. Through our relations with our fellow humans we can assemble an amazing team. Bean Here possess a unique style…

Brands The American marketing Association defines a brand as ‘’a name, term, sign, symbol, design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.’’ (CAREY, 2006, p. 247) The Brand is a symbol of the product that produced by a company and given a specific identity to the product that could be a name, logos, characters, symbols and etc. It helps to identify the product with the different…

Overall strategy concept According to the analysis in part A, the main problem about the brand is that the weakness of the brand self-cultural so that lack of brand awareness. Thence, the objective of the strategy is to help glasshouse fragrance building the brand image. The emphasis of this communication strategy is to shape the brand’s image through the user experience. The strategy will combine social networks and traditional methods. The slogan of the campaign is "go into the sensory…

Brand status refers to consumers’ perceptions of quality, prestige, price of a brand and its capability to act as a status or success symbol (Elliott, 1994; O’Cass and Frost, 2002; Vigneron and Johnson, 1999). According to an earlier study by Gardner and Levy (1955) the consumers not only just look for product functionality, but also brand status, or the symbolic meaning or property of the brand. There are many elements to impact the status of a brand, such as social factors and marketing…

R1 BRAND EQUITY As brand image are receiving more concerns, brand equity and brand awareness are one of the most crucial factors that affects consumers’ repurchase intention. Aaker (1992) describes brand equity as ‟ a combination of assets and liabilities correlated to a brand name and its symbol, which could give beneficial or detrimental impacts on the commercial values that derives from a product or service” whereas brand awareness is explained by Keller (1993) as the extent to which…

1. Brand equity Brand leadership One of the FNB’s core value proposition of entrenching their competitive advantage and increasing their market share has been through their brand appeal together with the experience consistency for its customers as well as the prospective customers. According to Aaker & Joachimsthaler (2012), brand equity is an asset that forms a basis for competitive leadership in the long run. The unique resource base of an organization has a direct influence on its strategy…