Search results for "Brand image"
showing 9 items of 29 documents
Sociālo mediju lomas analīze "LEGO" zīmolēšanā
2021
Šī pētījuma mērķis ir izpētīt, kā sociālos medijus var izmantot zīmolu veidošanas vajadzībām, kas būtu bijis jāņem vērā, izmantojot sociālos medijus zīmola veidošanas nolūkos, un izpētīt sociālo mediju ietekmi uz uzņēmuma “Lego” zīmola atpazīstamību. Pētījuma teorētiskajā aspektā tiek aplūkotas un apskatītas tēmas, kas saistītas ar zīmolu, sociālo mediju un visbeidzot sociālo mediju zīmolu veidošanu. Autore izmantoja primāro pieeju un izveidoja tiešsaistes anketu, kurā autore apkopoja datu analīzi. Kvantitatīva klientu aptauja starp Artel uzņēmuma Taškentā mārketinga aģentiem sastāv no pētījuma empīriskās daļas. Atzinumi liecina, ka sociālo mediju kopējā zīmola nozīme un tā ietekme uz zīmol…
Brand image transfer from team to sponsor: how effective is it to sponsor a football team with little success
2019
We propose to explore the influence of success in sports on the effect of image transfer in sponsorship. We analysed three football teams based on their historical ranking. The image transfer does not occur with the less successful team. We conclude that sports sponsors need to reconsider their strategic options to align them with their company goals and to promote a return on investment. An ideal strategy to enhance the brand image would be to sponsor more successful sports teams because it has been shown that those teams that have more victories get greater exposure and therefore the ROI for sponsors increase.
Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand.
2021
Conspicuous consumption symbolizes ostentatious and material consumption through the purchase of products and services with a higher economic value and that allows their consumers to excel socially. However, conspicuous consumption often does not represent social and environmental values, because their products are often not characterized by being made through sustainable processes. United Nations, through its sustainable development agenda, invited companies to be aware of the social and environmental problems of the world and to be able to generate strategies that can be sustainable over time and allow the growth of both the company and society in general. This study analyses the case of …
CO-CREATING THE PLACE BRAND OF FINNISH LAPLAND : Mental associations and visual representations
2019
Master's thesis Innovative governance and public management ME523 - University of Agder 2019 Brands are living in an era of customer-centric life where alltheir potential, present and former customers are regardedas co-creators. The center of attention is in customers’ daily lives and they have an enormous amountofpower to influence on brands.Social media hasaccelerated the pace of communication and this has connected also cities and counties into the new brand co-creation paradigm. Places have adopted branding practices from the business world to persuadepeople to move, do business or travel in their area. In Finland, Lapland has been one of the first counties to execute place branding act…
How and Why Some Issues Spread Fast In Social Media
2015
This paper brings together current insights from various disciplines into the spreading of social media post. By a structured literature review of peer-reviewed literature 39 recent articles on diffusion in social media were located. The search spanned 10 years, although all the papers were published after 2009, indicating that the examination and observation of spread patterns in social media is still in an early stage. The analys is focused on spread patterns and factors that may explain how rapidly issues spread in the online environment. Based on the findings, from an organizational perspective a model is constructed and directions for future research are suggested. The model focuses on…
The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands
2012
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of c…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
Influence of brand image of a sports event on the recommendation of its participants
2020
The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a higher recommendation also called Word of Mouth (hereinafter WOM). A quantitative approach has been carried out by means of a validated questionnaire with Likert-type responses, and data were analyzed with the EQS 6.4 software. The findings indicated that the model is adequate, and also confirm that from congruence, we can explain, at a theoretical level, 45% of trust, and in the same way, from the congruence and trust, we can explain 67% of the c…
Brand social representations: strategic perspectives for a fitness club
2009
International audience; The aim of this study was to identify an accurate tool to enable fitness club managers to discover those opinions or stereotypes which represent obstacles to joining their organisations. Starting with brand image, the analysis then considered social representations as relevant constructs for apprehending these opinions or prejudices. The use of a word association task and the model of basic cognitive schemes (Rouquette, 1990; 1994) provided access to the salient elements of the social representations of a particular sport brand and the way they are structured. The procedure combining these two stages represented a diagnostic tool for identifying the attractive and un…