Aaker model of brand equity
CONSUMER-BASED BRAND EQUITY SCALE
based brand equity contributes to the effectiveness of the firm's marketing mix. Yoo and Donthu (1997) adopted four of the five brand asset categories that, according to Aaker (1991), comprise brand equity. Aaker ( 1 99 1 ) described brand loyalty, name (or brand) …
[PDF File]A STUDY MEASURING THE CUSTOMER BASED BRAND …
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Figure 1 David Aaker’s Brand Equity Model Source :- Aaker DA. Managing Brand Equity. New York: The Free Press, 1991. The first four dimensions represent consumer perceptions and reactions to the brand and, therefore, have been widely adopted to measure customer-based brand equity.
[PDF File]BRAND EQUITY AND THE - CORE
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As Feldwick was contending against brand equity, Kotler et al. (1996) was supporting the conclusions of Farquhar and Aaker by defining brand equity as “The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, …
[PDF File]The brand equity: evidence on marketing investment
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such as patents, distributional channels and trademarks. The Aaker’s BEq model implies that brand equity creates values both for the company and the consumer (Aaker, 1991; Aaker et al., 2004). The brand loyalty of the consumers reduces the vulnerability to competition action, raise greater trade
The Effect of Brand Equity Components on Purchase Intention
The present research employs brand equity based on Aaker’s (1991) model. Aaker built his model on four dimensions. Each is briefly reviewed below, together with the related hypotheses which have been separately tested in the succeeding sections of this study. 2.1 Brand Awareness
[PDF File]An Empirical Study on The Brand Equity of State Bank of ...
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Aaker has proposed a model to measure the brand equity Zohoori (2013)examined the factors influencing brand value. It is called the Aaker model (Aaker D. A., 1996). The image in banking industry of Iran. The factors, Aaker model has five tangents viz. Brand awareness, Brand advertisement (TV, Online and Print) and Service Quality
Measuring Brand Equity in the Smartphone industry: An ...
Aaker’s model, to which three additional variables have been added. For it, an online survey was conducted with consumers mainly from the Spanish and US markets. The goal was to determine which variables from Aaker’s model affected brand equity the most, as well as to find out if the three additional variables proved to be a consequence of it.
[PDF File]The Concept of Brand Equity - A Comparative Approach
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Aaker’s brand equity model lists three ways of how brand assets create value for the customer. Firstly, brand equity can help a customer interpret, process, store, and retrieve a huge quantity of information about products and brands. Secondly, it can affect the customer’s
[PDF File]Evaluating Aaker ’ s sources of brand equity and the ...
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memory network model, it does not explain the relationship between brand awareness and brand image, and has only provided a framework to measure these dimensions, not a concrete measure of brand equity. Aaker 6 introduced the concept of ‘ brand equity Ten’ , comprising 10 items spread across fi ve dimensions, to measure brand equity. He ...
[DOC File]Introduction - USC Marshall
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Thus, the less a firm spends on brand marketing to generate a specific revenue level, the greater is the brand’s equity. Unlike Ailawadi et al’s model, this metric explicitly considers the brand’s return on marketing investments. ... Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press. Aaker, David A. (1992), “The ...
A Critical Model of Brand Experience Consequences
Aaker (1991) defined brand equity as “a set of categories of brand assets (liabilities) linked to a brand’s name or symbol that add to (subtract from) the value provided by a product or ...
[DOC File]National Tsing Hua University
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Aaker Model. 1) Former UC-Berkeley marketing professor David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers. These categories of brand assets are: Brand loyalty. Brand awareness.
[DOC File]TEAMS Bharathiar University Cochin Ernakulam Thrissur ...
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Knowledge measures how familiar and intimate consumers are with the brand. Aaker Model. Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.
[DOC File]Welcome to CentAUR - CentAUR
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Keller (1993; 2) defines brand equity as “the differential effect of brand knowledge, which has conceptualized the brand awareness and brand image, on consumer response to the marketing of the brand” whereas Aaker (1991) refers that brand equity is "a set of assets and liabilities linked to a brand".
[DOC File]Marketing Management – 12th Edition – Kotler/Keller
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David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers. All of the following would be among Aaker’s five categories EXCEPT _____. brand loyalty. brand awareness. perceived quality
[DOCX File]Jurnal Kommas
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between the variables that form brand equity in cigarette product. Variables used in this study was developed from the David Aaker’s Brand Equity model and added by variables that arise due to the development of communication strategies of tobacco products.
[DOC File]Aaker, David A
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Aaker, David A. (1991), Managing Brand Equity, New York, Free Press
[DOC File]Sports sponsorship has developed exponentially both as a ...
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In line with his conceptualisation of consumer-based brand equity, Aaker (1996) developed a multi-dimensional tool to facilitate brand equity measurement. This paper adopts the model of consumer-based brand equity put forward by Aaker (1991) as the conceptual framework within which to measure the contribution of sports sponsorship.
Effects of marketing mix elements on services brand equity
Such insights would enable service brand managers to make informed decisions about choosing particular marketing mix elements, taking into account their long-term effect on brand equity. REFERENCES. Aaker, D.A., (1996), Building Strong Brands, (New York: The Free Press).
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