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Essay's paper info
Topic: Business
Number of pages / Number of words: 30 / 8277
Essay's paper body

A brand is said to have positive customer-based brand

equity when consumers react more favorably to a product and the way

it is marketed when the brand is identified than when it is not”(Keller,

2003,p.60).

A product’s brand name is a cue for customers and represents images

that have been formed based on their experience with a brand or infor-

mation they have obtained about the brand (Swait et al...


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Huang and

Yu (1999) suggested that consumers develop associations between a

brand, brand attitudes, and brand benefits over time through sources

that include direct experience (such as trial) and indirect experience

(such as advertising).These associations lead consumers to an overall per-

ception of the brand...


Essay fragment

General points of the essay

Brand Equity Brand Value Brand Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal brand equity and country of origin relationship Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility Corporate brand equity derives from overall impression by all stakeholders creating brand equity Examining The Impact Of Product Attributes On Perception Towards Brand Product excessive sales promotion and brand equity Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon Process Of Developing Consumer Based Brand Equity Aarong Bangladesh The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand

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