Review of literature on brand awareness

It requires that consumers can correctly discriminate the brand as having been previously seen or heard. A conceptual framework for measuring customer-based brand equity is developed by using the conceptualization of aaker’s five dimensions of brand equity five dimensions of brand equity: the proposed model.

Review of literature on customer preference

The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty”. Brand recognition: it related to consumers’ ability to confirm prior exposure to that brand when given the brand a cue..

Review of literature on consumer behaviour

Where the matter of interest also is the ved quality is the customer’s judgment about a product’s overall excellence or superiority that is different from objective quality (zeithaml 1988). Measurable and verifiable nature of products/ suggests a management agenda which extends far beyond the acquisition of customer satisfaction data and reporting systems.

Review of literature on emotional intelligence

Using free association to examine the relationship between the characteristics of brand associations and brand equity”. Brand awareness is measured according to the different ways in which consumers remember a brand.

Literature review on breast cancer awareness

Also define trustworthiness as the confidence a consumer places in the firm and the firm’s communications and as to whether the firm’s actions would be in the consumer’s interest. It is a measure of the percentage of the target market that is aware of a brand name.

Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. Of-mind brand: this is the brand name that first comes to mind when a consumer is presented with the name of a product classification.

Brand recall: brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category. Social image is defined as the consumer’s perception of the esteem in which the consumer’s social group holds the brand.

And more to the place where people perceive the brand’s country of origin to be. However, many factors can be attributed to the value of the brand for example awareness, recall and recognition.

1996) in his study “the effects of customer satisfaction measurement: the internal market versus the external market” reports some of the findings of a recent study of the internal market effects of customer satisfaction measurement.. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (farquhar, 1991).

Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. 1)document actionsdownloadshare or embed documentembeddescription: literature reviewview moreliterature reviewcopyright: attribution non-commercial (by-nc)download as docx, pdf, txt or read online from scribdflag for inappropriate contentreview of literaturereview of literature shows the previous studies carried out by the researcher in this field.

A brand should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioural loyalty). Other marketing literatures (ries and trout 1985) also stress the importance of the distinctive character of brand positioning in contributing to the success of a brand.

Distinctiveness is defined as the degree to which the consumer perceives that a brand is distinct from its (1995) limit the reference of the image dimension to the social dimension. Corporate social responsibility (csr) must be mentioned as another concept that is influencing the development of brands nowadays.

It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. And identifies a number of ways in which use of customer satisfaction information have negative effects within the organization.

The main objective of the study is to measure brand awareness of tnpl products among the people and the reviews are as follows: brand a traditional definition of a brand was: “the name associated with one or more items in the product line, that is used to identify the source of character of the item(s)” (kotler, 2000). Assessed by the consumer and based on simultaneous considerations of what is received and what is given up to receive it.

In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged there have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. Dialogthis title now requires a credituse one of your book credits to continue reading from where you left off, or restart the t previewloading.