This paper analyzes the scientific research on brand equity published over the last three decades, based on data from the Web of Science (WoS) and Scopus databases. The research objective is to identify both the predominant and the emerging themes related to this topic. This study takes a bibl...
Two prime examples of not adapting to change come from previous market leaders like Blackberry and Kodak. The companies failed to take advantage of proper market research to develop relevant software and hardware for their customers. They didn’t adapt to the changing technology, which resulted in...
Brand attachment has been one of the core constructs in the consumer–brand relationship literature over the last two decades (Thomson et al.2005; Kessous et al.2015; Li et al.2020). Academics and industry experts often consider brand attachment to be more important than brand attitude and loy...
“Best basketball sneakers for point guards” Or, if you’re price conscious, you might search for “best affordable basketball shoes” Or, if you’re brand loyal, you might search “Nike basketball sneakers” Whatever the case, keywords are your portal to the internet. When you search a ke...
Why do you need research for your employer brand? Research is instrumental when it comes to building a strong employer brand. When your aim is to reach a certain group of talent, you need to focus. Taking a data-driven approach to your employer branding efforts, doesn’t end with your ...
Proven solutions, game-changing tech. Kantar Marketplace brings together the best of technology and human expertise in a powerful market research platform, so you get decision-quality insights in as little as a few hours. And with Kantar’s Meaningful Different and Salient framework at the heart...
There are always tradeoffs to be made. If you want to be known as a sustainable brand or want to deliver your clothes as quickly as possible, then working with a manufacturer in a developed country can be right for you. Finding a clothing supplier and manufacturer is a complex task (trust...
in 1996 as one of its first 101 employees and become Producer of the Yahoo! Employment property as part of the Yahoo! Classifieds team before leaving to serve as Director of Production at Epinions.com. He is a graduate of Princeton University. Noah devotes most of his free time to his thr...
then in the private domain it's like having a tea party or even a 1v1 date. In this scenario, communication is more focused and targeted, making it more conducive to conveying emotional value. To do well in private domain marketing, you need to demonstrate your brand's care for consumers...
Overall accountability for all client interaction (both client service and information) Ensure our service is continually developing to reflect improvements and changing client needs Client Relationship: Maintain a network of contacts at the client site and develop a plan to extend that...