Review of literature on brand awareness

Trustworthiness brand equity models (lassar 1995) regard trustworthiness of a product as an important attribute in assessing the strengths of a brand. Grembler and brown (1996) define brand loyalty as the attachment that a customer has to a brand and describe different levels of loyalty.

Review of literature on customer preference

Behavioural loyalty is linked to consumer behaviour in the marketplace that can be indicated by number of repeated purchases or commitment to rebuy the brand as a primary choice. Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very t associations and organizational associations.

Review of literature on consumer behaviour

A brand should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioural loyalty). Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities.

Review of literature on emotional intelligence

It requires consumers to correctly generate the brand from memory when given a relevant cue. And identifies a number of ways in which use of customer satisfaction information have negative effects within the organization.

Literature review on breast cancer awareness

While this study focus on the customer based is the consumers’ perception of the overall superiority of a product carrying that brand name when compared to other brands. Differentiation/distinctiveness the marketing science institute (leuthesser 1988) states that the underlying determinants of consumer-based brand equity are that brands provide benefits to consumers by differentiating products.

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. 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.

Consumer choice of a brand depends on a perceived balance between the price of a product and all its utilities (lassar 1995). The salience of a brand will decide if it is recalled at a key time in the purchasing process.

Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall. 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..

Dialogthis title now requires a credituse one of your book credits to continue reading from where you left off, or restart the t previewloading. 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. Social image is defined as the consumer’s perception of the esteem in which the consumer’s social group holds the brand.

Consumers place high value in the brands that they programs that lies behind the brand. Using free association to examine the relationship between the characteristics of brand associations and brand equity”.

Country of origin in the proposed framework referred to the brand’s country of origin. 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).

Framework for measuring customer-based brand equity aaker (1991) defines brand equity as the value that consumers associate with a brand. Measurable and verifiable nature of products/ suggests a management agenda which extends far beyond the acquisition of customer satisfaction data and reporting systems.

In other words in environmental events which they exchange ideas and benefits each is called consumer behavior. Perceived value value appeared in several brand equity models (feldwick 1996) define perceived value as the perceived brand utility relative to its costs.

The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty”. The american marketing association (ama) definition of a brand is “a name, term, sign, symbol, or 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” brand equity (rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer.