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Roya bakhshinezhad shamami,Bahram Kheiry
Pág. 123 - 136
The present research aimed to study the effect of the marketing mix (price, product, place, promotion) and after-sales services on three dimensions of brand equity (perceived quality, brand loyalty, and brand awareness) using the Aaker Model. After-sales...
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Manuel Escobar Farfán,Rodrigo Gallardo,Javiera Flores Salas
Pág. 67 - 80
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand?s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consume...
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Bianca-Florentina CHEREGI
Pág. 285 - 305
The rise of social media and the emergence of globalization has changed the relationship between brands and consumers. The aim of this paper is to discuss how is this relationship affected by user generated content (UGC) and user generated brands (UGB). ...
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Manuel Escobar Farfán,Camila Mateluna Sanchez
Pág. 29 - 42
Brand personality has been studied and completed over the past two decades. Currently, studies comprise characterization and differentiations among brands. Jennifer Aaker (1997) proposed a generizable and reliable scale model applicable to the American c...
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Manuel Escobar Farfán,
Pág. 67 - 80
La industria de pensiones en Chile es altamente criticada por la opinión pública, por lo que es esencial trabajar en una estrategia de marca que potencie la credibilidad y posicionamiento de los diferentes participantes. El objetivo principal de esta inv...
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Ulas Akkucuk, Javed Esmaeili
Pág. 1 - 16
The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from ...
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Andreia Andrei,Monica Talaba
The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In th...
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Martin de La Martinière Petroll, Cláudio Damacena, Martín Hernani
Pág. 19 - 37
Varios autores (Aaker 1992 y 1998, Keller 1993, Ogrizek 2002, Hoeffler y Keller 2002) afirman que existen muchas ventajas para que una empresa tenga una marca fuerte, pues brinda una importante ventaja competitiva, al establecer una barrera que evita que...
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Nidhi Agrawal, Geeta Menon, and Jennifer L. Aaker
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Jennifer L. Aaker and Angela Y. Lee
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