The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

a r t i c l e i n f o Keywords: Brand equity Industrial branding Dimensions of brand equity Marketing-mix efforts Corporate image A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and...

Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms’ branding efforts. They classify trademarks into two categories—brandidentification trademarks and brand-association trademarks—and...

OBJECTIVES US consumers spend more than $20 billion/year on over-the-counter (OTC) drugs. Although generic and brand name OTC drugs share the same active ingredients and undergo the same rigorous Food and Drug Administration approval process, brand name formulations continue to lead the OTC drug market with a higher market share. There is a limited amount of publicly available information regar...

This study aimed to examine the effect of Brand Identity on Awareness among ASNs in Blitar Regency. The population used was 105 populations with 86 samples that fit criteria, namely ASN and users wardah cosmetics. Primary data is taken using a questionnaire distribution Likert scale 1-5. approach an associative quantitative approach. tests carried out are validity tests, reliability normality s...

During the pandemic, government regulates restrictions on activities in public places or facilities. Including buying daily necessities. As a result of this restriction, people make purchases online to buy all household needs as an anticipation and inventory measure. This study aims determine effect brand image awareness purchasing decisions consumers who shop using Lazada marketplace. The meth...