Search results for "Brand image"
showing 10 items of 29 documents
Branding y personalidad de la marca visual
2021
La identidad visual proyecta una determinada personalidad de la marca, a través de sus elementos gráficos, espaciales y cromáticos. Este es el punto de partida para la construcción de la imagen de marca por parte del público. Sostenidos por la urdimbre del conocimiento transdisciplinar, se exploraron los nexos conceptuales, teóricos, metodológicosy técnicos, existentes entre los fundamentos de las técnicas proyectivas gráficas -propias de la psicología- y el diseñode marcas, a los efectos de definir la personalidad marcaria y el brand character, a partir de sus aspectos formales, espacialesy cromáticos.
Sportsponsoring als Geschenksimulation und Status-Spiel
2003
Sportsponsoring wird in der Fachliteratur als wirtschaftlich-rational begrundetes Leistungs-Gegenleistungs-Verhaltnis definiert. In der Offentlichkeitsarbeit von Sponsoren ist aber vielfach zu beobachten, dass dieses Austauschverhaltnis als Geschenk dargestellt wird. Im folgenden Beitrag wird an Beispielen belegt, dass dieser Maskierung eines Geschafts als selbstlose Gabe ein anthropologisches Muster zugrunde liegt, das auf einem Prestigedefizit rein wirtschaftlichen Handelns beruht. Daraus resultiert die Notwendigkeit der Akkumulation symbolischen Kapitals in Form eines Firmen- und Markenbilds, das Analogien zur Produktion von Glaubenssystemen und kulturellen Gutern aufweist. Der Wettbewer…
The Brand "Made in China" as a Part of the Growth of the China's Competitive Advantage
2016
In the eyes of consumers, each product has some kind of origin (its country, region, and continent). The image of the place of origin influences the assessment of products and brands (brand image) they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products “made in China”. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasin…
What's on TV? The Impact of Brand Image and Celebrity Credibility on Television Consumption from an Ingredient Branding Perspective
2013
Today's multichannel, multimedia marketing environment presents a new layer of challenges. New demands from potential television viewers translate directly into the need of the creation and development of effective marketing strategies for the television (TV) market. This study proposes and validates a research model that analyzes an individual's TV show consumption by testing the impact of brand image and celebrity credibility. Based on the theoretical discussion, hypotheses were derived and tested with structural equation modeling on a basis of 306 consumers. Generally, the article provides evidence that brand image is the driving force in the explanation of a viewer's motivation to consu…
Simultaneity between strategic variables: Production, innovation, and product differentiation
1995
This paper aims to analyze the existence of simultaneous effects among the variables production, product differentiation, and innovation. Microeconomic data from a sample of 2,160 firms are used as a base. Empirical results show that a positive correlation exists from innovation to product differentiation, thus showing that it is in the process of production itself, through technical improvements, where product differentiation is determined. On the other hand, no positive effect exists from product differentiation to innovation, i.e., once technical improvements have been established, firms exchange the barriers to entry created by brand image for the real barriers established by innovation…
Theoretical foundation in relevant fields of research
2016
This chapter provides the theoretical foundation in relevant fields of research. Due to the fact that part of this study is exploratory and because it combines findings from brand research, media research and social media research, it is necessary to expand on the theoretical foundation of all fields. Chapter 3 will draw upon this theoretical foundation and concretises it when necessary.
Breaking the barriers of animosity: innovation in business models as a positioning strategy
2021
Consumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts. This study presents three specific developments in this field. First, to demonstrate how companies in the retail sector have been able to develop innovations in their business models through their shops and virtual channels, which generate a positive positioning in the mind of the consumer, capable of minimizing animosity towards them. In this way it is shown that a consumer can have strong feelings of patriotism, animosity and ethnocentrism, and yet a p…
The importance of the services brand in predicting loyalty and word of mouth
2018
This research is related to brand perception and its implications for the management of services, especially for hedonic services. The aim of this study is to analyse the influence of perceived brand quality on credibility and attitudes towards this perceived quality from the point of view of users, as well as whether that relationship could trigger increased loyalty and recommendations. The survey was conducted with usersof a public sports service located in Valencia, Spain, and the analysis of the data and the creation of the structural model was carried out using structural equation modeling (SEM). Its results have confirmed the influence of perceived quality on credibility but not on at…
¿Por qué las instituciones de educación superior deben apostar por la marca?
2018
A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 2.239 respuestas válidas procedentes de distintos agentes universitarios implicados. Los resultados obtenidos muestran la repercusión del capital de marca en lo relativo a las variables que l…
New Challenges of Economic and Business Development – 2012 : Conference Proceedings (May 10 - 12, 2012, Riga, University of Latvia)
2012
Support for Conference Proceedings by ERAF Project "Support for the international cooperation projects and other international cooperation activities in research and technology at the University of Latvia" No. 2010/0202/2DP/2.1.1.2.0/10/APIA/VIAA/013