Advertising Effects on Consumer Processing of Brand Extensions PDF Download
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Author: Jungsuk Kang
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Author: Jungsuk Kang
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Author: Victoria Homeier
Publisher: GRIN Verlag
ISBN: 366860486X
Category : Business & Economics
Languages : en
Pages : 39
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Book Description
Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
Author: Ivana Bušljeta Banks
Publisher: Springer
ISBN: 3658081325
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
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Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Author: Leslie De Chernatony
Publisher: Routledge
ISBN: 1856178498
Category : Business & Economics
Languages : en
Pages : 496
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1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Author: Jacob Jacoby
Publisher: Lexington Books
ISBN:
Category : Business & Economics
Languages : en
Pages : 344
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Author: Jung-Sook Lee
Publisher:
ISBN:
Category :
Languages : en
Pages : 322
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Author: Peter S.H. Leeflang
Publisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
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Book Description
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author: Clyde Hendrick
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Psychology
Languages : en
Pages : 360
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Implementing and using the dyadic interaction paradigm, by William Ickes ... [e t al.]. Using electrodermal and cardiovascular measures of arousal in social psychological research, by Jim Blascovich, Robert M. Kelsey. A practical guide to the use of response latency in social psychological research, by Russell H. Fazio. Assessing frequency reports of mundane behaviors, by Norbert Schwarz. Computer simulation of social interaction, by Garold Stasser. Meta-analysis and the integrative research review, by Harris Cooper. Design issues in dyadic research, by David A. Kenny. Covariance structure modeling in personality and social psychological research, by Michael D. Coovert, Louis A. Penner, Robert MacCallum. Theory testing in personality and social psychology with structural equation models, by J.S. Tanaka [and others]. Personal design in social cognition, by Norman H. Anderson. Within-person correlational design and analysis, by John L. Michela. Idiographic and nomothetic perspectives on research methods and data analysis, by James Jaccard, Patricia Dittus.
Author: Arch G. Woodside
Publisher: North Holland
ISBN:
Category : Business & Economics
Languages : en
Pages : 552
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