Equity theory

In this modern day, to identify the merchant item or a service, a brand is needed. Name, design, term, sign or design, or a combination of these makes a brand. Besides, the essentialness of branding is to add value to the product or service (Kotler, Armstrong, and Harris, 2013). The Coca Cola Company is a very huge company with a massive number of brands, for instance, Coca Cola, Sprite, Coca Cola Life and Fanta (Coca Cola, 2016). Based on research, Coca Cola market capital is 192.8 billion U.S…

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…

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…

There is an extant literature on the role of endorser-product congruency (e.g., Kamins and Gupta 1994; Misra and Beatty 1990; Till and Busler 2000). The congruency or "matchup" hypothesis literature suggests that "endorsers are more effective when there is a fit between the endorser and the endorsed product" (Lynch and Schuler 1994; Till and Busler 2000). Global internet and endorsement in advertising Berger believe that the global internet has dramatically magnified the global quest for fame…

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…

like Apple, HTC, Blackberry, and Samsung started the race to get the biggest piece of constantly growing highly attractive market. Nokia’s past strong brand equity was strongly touched by it, and it required instantaneous brand revitalization. In this report we will concentrate on Nokia’s efforts at reinforcing and revitalizing brand equity, as well as offer few suggestions on how to improve the process. At the beginning Nokia’s current problematic situation will be defined as well as closer…

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…

VISUAL CULTURE – THE WINTER TALE Zhaoshen Wang (Johnson Wang) / WAN16475335 Anthropomorphic advertisement is a better way to promote penetration and sales of the new products through visual attraction and imagination rather than literal adverts. The term ‘visual culture’ encompasses many media forms ranging from fine art to popular film and television to advertisement to visual data in fields such as the sciences, law, and medicine. (Sturken & Cartwright, 2009, P.1). Visual culture looks at…

ATVI (Activision Blizzard) When I first started trading, I decided to buy 500 ATVI shares for $49.06 per stock. Now, the last price is $53.99, resulting in a significant increase of +$4.93 per share. I bought Activision Blizzard because of its popular game, Overwatch, which released in 2016. This game has been hailed as the best game of its year. Recently, the game had released new and free content for Overwatch and my profits have been rising ever since. There was so much commotion and joy from…

February 7, the company’s shares fell nearly 1%. This outcome seemed to constrain by Hulu equity affiliate losses, further investment at BamTech, higher TV programming costs, and revenue recognition timing at consumer…