Customer Assessment of Brand Valuation and Social Media PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Customer Assessment of Brand Valuation and Social Media PDF full book. Access full book title Customer Assessment of Brand Valuation and Social Media by Wioleta Kucharska. Download full books in PDF and EPUB format.
Author: Wioleta Kucharska
Publisher:
ISBN:
Category :
Languages : en
Pages : 9
Get Book Here
Book Description
The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.
Author: Wioleta Kucharska
Publisher:
ISBN:
Category :
Languages : en
Pages : 9
Get Book Here
Book Description
The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.
Author: Christine Bernadas
Publisher: Academic Conferences and publishing limited
ISBN: 191121800X
Category : Computers
Languages : en
Pages : 566
Get Book Here
Book Description
Author: Leonie Matzick
Publisher:
ISBN: 9783656451679
Category :
Languages : en
Pages : 90
Get Book Here
Book Description
Scholarly Research Paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor of Business Administration, 93 entries in the bibliography, language: English, abstract: First of all, the following chapter will deal with the framework of brand evaluation. To give an idea of the internet service provider Yahoo!, the company will be introduced in the first part. The next part concentrates on the role an established brand plays and what effect it has. The following chapter will point out what it means to lead a brand and which value it has to a company. As a matter of course, the conclusions will be related to the special case of Yahoo!. To provide a general survey of the topic of brand evaluation, the next chapter deals with the economical and judicial frame. It explains the situation within the topic of intangible assets and their special treatment concerning the balance sheet. In Chapter 2.4.2 the different causes for brand evaluation will be described and the cause of acquisition will be determined as the appropriate cause for the present case of Yahoo!. Chapter 2.5 concentrates on the necessary requirements for a sufficient and objective brand evaluation, especially in the case of acquisition. Before three of the most important and established methods of brand evaluation will be analysed, the large number of all current methods have to be categorised. For that reason the third chapter will start with the classification of methods. After regarding the three possible categories, the last part will come to the decision for just one category, which comes into question for the present case.(...) After these three analyses, it is possible to overlook the whole topic of brand evaluation. Chapter 2.5 defines the general requirements for an objective method of brand evaluation. The foll
Author: María Jesús Yagüe Guillén
Publisher: MDPI
ISBN: 3039213350
Category : Business & Economics
Languages : en
Pages : 122
Get Book Here
Book Description
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Author: Charitha Harshani Perera
Publisher: Springer Nature
ISBN: 9811950172
Category : Business & Economics
Languages : en
Pages : 284
Get Book Here
Book Description
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
Get Book Here
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Wioleta Kucharska
Publisher: Taylor & Francis
ISBN: 1000627063
Category : Business & Economics
Languages : en
Pages : 139
Get Book Here
Book Description
Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge. Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models. The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.
Author: Gabriela Salinas
Publisher: John Wiley & Sons
ISBN: 0470685506
Category : Business & Economics
Languages : en
Pages : 237
Get Book Here
Book Description
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Author: Terry Smith
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110718731
Category : Business & Economics
Languages : en
Pages : 743
Get Book Here
Book Description
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Author: Neil Bendle
Publisher: FT Press
ISBN: 0136755313
Category : Business & Economics
Languages : en
Pages : 710
Get Book Here
Book Description
Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.
