According to the theory of reasoned action, the antecedents of purchase behaviour are attitudes towards the purchase and subjective norm. If the antecedents of purchase behaviour are integrated to predict and measure brand loyalty, the prediction and measurement of brand loyalty will be more stable ...
1、Brand Equity-Theories,定義品牌資產主要的理論Theory-1of the CONCEPT of Brand Equity,David A. AAkers theory of Brand Equity ( pg. 8-26 ) - 是1980年代以來在品牌营销研究和实践领域中新出现的一个重要概念。尤其在 Aaker 的著作Managing Brand Equity: Capitalizing on the value of a brand name于...
Capaldi's Sequential Theory is presented as an alternative learning explanation of brand loyalty. Several hypotheses are derived which predict the effects of delay of reward, intertrial interval, and magnitude of reward upon strength of brand loyalty. To integrate Sequential Theory into the literature...
' Research on corporate reputation is already beginning to examine the correlation between an organization's overall reputation and the reputation of the CEO, the (R)nancial performance of the (R)rm, the level of brand loyalty, and so on (Fombrun, 1996). This line of research would be ...
distinct ing curve, durable versus nondurable good, etc.), prefer- feeling that the important messages are being carried by the ences and consumer behavior (structure of information informal theories, stories, and behavioral observations, and about product quality, reputation and brand loyalty, etc....
The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research. 展开 关键词: brand personality word-of-mouth reports brand loyalty social identification self-expression ...
aSummary can be found thus that the risk theory appears well suited to evaluate determinants of brand loyalty - and thus also the KonsumentenMarken relationship - theoretically well-founded. This perspective is supported also using a variety of risk theory related to brand loyalty. Zusammenfassung ...
6. In the skopos theory, the concept of loyalty to the source text is replaced by loyalty to the target purpose, allowing translators to exercise creativity and make necessary adjustments for successful communication in the target culture. 7. Skopos-oriented translations prioritize the reception of ...
Image, brand relationships and customer value Exploring the moderating role of advertising spending- and labour-intensity in customer loyalty Sajtos, Laszlo;Kreis, Henning;Brodie, Roderick 51-74 Hello Kitty livery is just a glimpse of Hello Kitty experiential package The effects of celebrity-themed...
This strategy consists of defining how the brand wants to be perceived in the strategic segments decided, what attributes we want to have as a company or brand in the mind of the consumer. There are several ways to access the positioning in comparison to the competition and it can be with...