Penelitian ini bertujuan untuk mengetahui, menganalisis dan menjelaskan Pengaruh Brand Awareness Image Terhadap Keputusan Pembelian Bullshirt Incorporated Store . dilakukan dengan metode deskriptif verifitatif, yaitu menganalisis, melakukan pengujian hipotesis, serta membuat kesimpulan saran. Sampel dalam penelitian sejumlah 183 responden menggunakan sampling purposive. Teknik analisis data yan...

The Impact of Customer-Based Brand Equity on Revisit Intentions: An Empirical Study of Business and Leisure Travelers at Five Shanghai Budget Hotels Yaqian Zhou Abstract The purpose of this study is to explore how, from a customers’ point of view, brand equity influences budget hotel revisit intentions. The research is based on a convenience sample of 400 respondents who had stayed at top-5 bud...

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...

December 2011 JOURNAL OF ADVERTISING RESEARCH 6 INTRODUCTION The growing popularity of using sports and entertainment celebrities in brand advertising is evident in the marketplace. In both the United States and China, celebrity endorsement is a key executional strategy that continues to grow in popularity (Chan, Hung, Tse, and Tse, 2008). In the United States, one of four advertisements uses c...

The study aims at awareness and ignorance of a common man towards oral hygiene in Mumbai. To evaluate awareness regarding oral hygiene practices a survey was conducted among 2000 people visiting a dentist. A structured questionnaire was used to collect information. Among various brands Colgate was found out to be the most popular toothpaste brand. 54.6% people do not know about the specialties ...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

INTRODUCTION As further restrictions have been placed on tobacco advertising and promotions, point-of-sale (PoS) displays of cigarettes in shops have become an increasingly important source of young people's exposure to tobacco products. This study explored the relationship between PoS displays of cigarettes and brand awareness among secondary school students in Scotland. METHODS Cross-sectio...

Brand elements, including: brand name, logo, slogan, colors, jingles and characters, can be considered as important determinants of brand awareness and brand image (Keller 1998; Schmitt 2000). In this study we investigate the effects of logo design characteristics on brand recognition and effect in the Chilean market. The overall conclusion is that the logo design characteristics (harmony, para...