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Journal articles on the topic 'Aaker'

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Published: 4 June 2021
Last updated: 1 February 2022

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1

Srivastava, Dr Ritu. "Book Review: David Aaker, Aaker on Branding: 20 Principles that Drive Success." Vision: The Journal of Business Perspective 21, no. 3 (August 23, 2017): 335–36. http://dx.doi.org/10.1177/0972262917716807.

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2

Olavarrieta, Sergio, Roberto Friedmann, and Enrique Manzur. "Brand Personality in Chile." Estudios de Administración 17, no. 1 (January 31, 2020): 25. http://dx.doi.org/10.5354/0719-0816.2010.56336.

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The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker’s recommended methodology, we did so in the context of an emerging market economy such as Chile, and using a combined emic-etic research approach. Then, we investigated the cross-cultural applicability of the construct and we also look into the applicability of the measurement instrument developed by Aaker (1997). After several validation studies, six brand personality dimensions were found instead of the original North American based study, with tradition being the new Chilean dimension. This is consistent with previous work finding nation-specific dimensions in Japan, Spain, and France (i.e. Aaker, Benet-Martinez, Garolera, 2001; Koebel and Landwein, 1999). Insights for the understanding and management of brand images in international contexts, complementing parallel work done in other developed nations are derived.
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Koschmann, Anthony, and Jagdish Sheth. "Do brands compete or coexist? A response to the responses." European Journal of Marketing 53, no. 1 (January 7, 2019): 31–36. http://dx.doi.org/10.1108/ejm-07-2018-0493.

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Purpose This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Design/methodology/approach This paper is a response to the comments of Aaker, Keller and Tellis. Findings The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty. Research limitations/implications Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments. Originality/value This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.
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Moore, Mark. "David Aaker. Aaker on Branding: 20 Principles that Drive Success. New York, NY: Morgan James Publishing (2014) pp. 208." Journal of Marketing Channels 23, no. 3 (July 2, 2016): 162–63. http://dx.doi.org/10.1080/1046669x.2016.1186475.

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Akoijam, Sunildro L. S. "Book Review: David A. Aaker, Building Strong Brands." Asia-Pacific Journal of Management Research and Innovation 8, no. 3 (September 2012): 362–64. http://dx.doi.org/10.1177/2319510x1200800317.

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Owen James, David. "Extension to alliance: Aaker and Keller's model revisited." Journal of Product & Brand Management 15, no. 1 (January 2006): 15–22. http://dx.doi.org/10.1108/10610420610650846.

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7

De Castro Seabra, Anderson Leonardo. "E SE O AIRBNB FOSSE UMA PESSOA: um estudo sobre personalidade de marca na economia compartilhada." Revista Administração em Diálogo - RAD 22, no. 3 (September 26, 2020): 8–30. http://dx.doi.org/10.23925/2178-0080.2020v22i3.40989.

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Este estudo verifica a percepção da personalidade da marca Airbnb na perspectiva dos usuários (anfitriões) brasileiros da plataforma por meio da Escala de Personalidade de Marca (BPS) de Aaker (1997). Em paralelo, examina a aplicabilidade das variáveis e dimensões da referida escala para medições generalizáveis de marcas da Economia Compartilhada. Consiste em abordagem quantitativa por meio de aplicação de survey à 82 usuários brasileiros, análise descritiva e análise fatorial exploratória. Resultados indicam a presença das cinco dimensões de personalidade de marca na percepção dos participantes relativa ao Airbnb em corroboração com o modelo de Aaker. Foi verificada predominância das dimensões Competência, Sinceridade e Entusiasmo na percepção dos anfitriões. Também foi indicada pouca significância da dimensão Robustez para o caso. Do ponto de vista gerencial, evidencia as percepções dos usuários a respeito da marca, permitindo ajustes estratégicos, e, na comunicação. Do ponto de vista teórico estende o conhecimento sobre personalidade de marcas no campo do turismo e no contexto da Economia Compartilhada.
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Escobar-Farfán, Manuel, Camila Mateluna Sánchez, and Luis Araya Castillo. "EVOLUCIÓN Y DESCRIPCIÓN DE LOS MODELOS DE PERSONALIDAD DE MARCA EN LATINOAMÉRICA // EVOLUTION AND DESCRIPTION OF BRAND PERSONALITY MODELS IN LATIN AMERICA // EVOLUÇÃO E DESCRIÇÃO DOS MODELOS DE MARCA DE PERSONALIDADE NA AMÉRICA LATINA." Dimensión Empresarial 14, no. 2 (June 20, 2016): 91–114. http://dx.doi.org/10.15665/rde.v14i2.736.

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El concepto de personalidad de marca se ha desarrollado fuertemente en las últimas dos décadas, generando un alto interés por parte de investigadores y empresarios, ya que la personalidad le entrega a un producto o servicio aspectos de identificación y diferenciación entre sus pares. Desde el punto de vista de los consumidores, son ellos quienes le otorgan un valor único a una marca, interacción que podría predecir la intención de compra o adquisición de sus productos y servicios. Personalidad de marca se refiere a los rasgos humanos de personalidad que entrega el consumidor ante una marca. Jennifer Aaker (1997) propone una escala de medición, válida, confiable y generalizable, que identifica cinco dimensiones de personalidad en las marcas existentes en Estados Unidos: competencia, emocionalidad, rudeza, sinceridad y sofisticación. El modelo explica que todas las marcas poseen rasgos de personalidad identificables por los consumidores. Sin embargo, existen nuevas investigaciones que critican el modelo de Aaker, aseverando que este no puede ser replicado en el contexto de cualquier industria ni en diferentes culturas, ya que la percepción y preferencia de los consumidores puede variar. Por esta razón, diferentes investigadores han planteado nuevas propuestas de modelos de personalidad de marca, en donde Latinoamérica es un nicho en donde varios autores han presentado nuevas escalas de medición. En este contexto, la presente investigación tiene el objetivo de realizar una revisión teórica y evolutiva de los modelos de personalidad de marca que se han utilizado en Latinoamérica, conceptualizando la definición de marca y personalidad, con el fin de caracterizar las diferentes propuestas. Como conclusión, el modelo de Aaker se encuentra presente en la mayoría de los estudios analizados, ratificando el respaldo de la literatura a las cinco dimensiones de personalidad de marca.
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Campos Guzmán, Edith. "Modelos Contemporáneos para la Creación de Marcas Poderosas." INGENIARE, no. 13 (August 25, 2017): 83. http://dx.doi.org/10.18041/1909-2458/ingeniare.13.627.

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Este artículo presenta una refl exión acerca de tres modelos contemporáneos para la creación de marcas poderosas, con sus pro y contras. Estos modelos datan de 1997 a la fecha, iniciando con Personalidad de marca de Jennifer Aaker, el cual es retomado y ampliado por Rohit Bhargava en 2009, entregando un variado conjunto de técnicas, herramientas y guías para su implementación pero bajo la misma consigna de humanizar las marcas para hacerlas singulares, auténticas y comunicables. Luego se expone el modelo de Kevin Roberts llamado Lovemarks, quien en 2005 revoluciona la forma de construir y gestionar marcas poderosas a través del marketing emocional y los atributos de misterio, sensualidad e intimidad, como la fórmula indispensable para crear marcas para amar. Finalmente se presenta el modelo de David Aaker y Erich Joachimsthaler, quienes en 2006 imponen el Liderazgo de marca como el modelo que vincula las estrategias de marcas con la organización en su totalidad, asegurando impacto en los clientes a través de la elaboración de la identidad de la marca.
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Robinson, Matthew J., and James M. Gladden. "Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports." Recreational Sports Journal 27, no. 2 (November 2003): 7–19. http://dx.doi.org/10.1123/rsj.27.2.7.

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The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.
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Oliveira, Elaine Ribeiro, and Nelsio Rodrigues Abreu. "O desafio da construção das marcas: proposta de um modelo." Revista Brasileira de Marketing 19, no. 2 (July 29, 2020): 470–94. http://dx.doi.org/10.5585/remark.v19i2.17778.

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Objetivo: Este estudo teve como objetivo propor um modelo de construção de marca, analisar os modelos de construção de marca de Aaker e Joachismthaler e Keller e verificar a relevância de cada pilar que compõe o novo modelo, proporcionado pelas lacunas percebidas e suas implicações nos modelos anteriores.Método: A pesquisa foi fundamentada em uma abordagem metodológica, de um estudo qualitativo tendo como estratégia de verificação empírica o método de estudo de casos múltiplos, por meio da análise as marcas Arezzo e Schutz.Originalidade/Relevância: A relevância do modelo proposto inspira novos olhares para o campo gerencial e do marketing, buscando contribuir com a teoria e a gestão de marca, no sentido de discutir as lacunas existentes nos modelos apresentados pelos autores Aaker e Joamchimstaler (2007) e Keller (2013).Resultados:Após testar os pilares que compõe o modelo proposto, percebeu-se sua importância dado o contexto global das marcas e as exigências do mercado competitivo. Assim, pode-se detectar a interação com o consumidor em todos os seus pilares.Contribuições teóricas/metodológicas:Este estudo contribui com a teoria do marketing como referência, introdução ou mecanismo exploratório para possíveis estudos futuros, frente as dimensões socioeconômicas no mundo acadêmico e gerencial global.
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Žižlavský, Michal, and Otto Eibl. "Srovnání osobností politických značek ČSSD, ODS a lídrů těchto stran." Sociální studia / Social Studies 8, no. 3 (July 16, 2011): 65–95. http://dx.doi.org/10.5817/soc2011-3-65.

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Branding se stal jedním z nejpopulárnějších nástrojů, který je využíván v politickém marketingu. Mimo jeho praktické využití poskytuje branding analytický rámec, kterým je možné nahlížet na politické strany a na to, jak jsou vnímány voliči. Tento text zkoumá (za využití pro české prostředí modifikované škály Jennifer Aaker), jakým způsobem jsou vnímány osobnosti stran ČSSD a ODS. Výsledky jsou pak srovnány s tím, jak jsou vnímány osobnosti lídrů těchto stran.
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El Naggar, Rasha Abdel Aziz, and Noha Bendary. "Branding Services in Mature Markets: Evidence from Egypt." International Journal of Marketing Studies 11, no. 1 (January 24, 2019): 52. http://dx.doi.org/10.5539/ijms.v11n1p52.

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Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker’s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide to practitioners. To fulfill the aim of this research, quantitative tools were employed through surveying mobile service industry customers. Confirmatory factor analysis and path analysis were used to test hypotheses of direct and indirect relationships among Aaker’s (1991) model of branding, and variables derived from services marketing literature. All hypotheses were accepted except one. Direct and indirect relationships are justified. This implies that branding in mature markets should be considering direct relationships, as well as, indirect relationships among variables tested. Results of this research are not only of valuable contributions to academics, but also serve as guidance for service marketers operating in similar contexts.
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Koebel, Marie-Noëlle, and Richard Ladwein. "L'échelle de personnalité de la marque de Jennifer Aaker : Adaptation au contexte français." Décisions Marketing 16 (January 1, 1999): 81–88. http://dx.doi.org/10.7193/dm.016.81.88.

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15

Austin, Jon R., Judy A. Siguaw, and Anna S. Mattila. "A re-examination of the generalizability of the Aaker brand personality measurement framework." Journal of Strategic Marketing 11, no. 2 (June 2003): 77–92. http://dx.doi.org/10.1080/0965254032000104469.

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16

Paden, Nita, M. David Albritton, Jennie Mitchell, and Douglas Staples. "The March of Dimes: branding in the not-for-profit sector." CASE Journal 13, no. 3 (May 2, 2017): 377–413. http://dx.doi.org/10.1108/tcj-10-2015-0063.

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Synopsis This case involves the March of Dimes (MOD) Foundation, the “leading nonprofit organization for pregnancy and baby health.” MOD’s mission was to support medical research, organize volunteer workers, and provide community services and education to save babies’ lives (www.marchofdimes.org). The strategic issue in the case involves creating awareness of both the mission and services of MOD and the critical issue driving that mission – premature births. The organization must create a desire for various target markets to take action in response to the problem. The main protagonist is Doug Staples, Senior Vice President for Marketing and Communications. Research methodology Data were collected via personal interviews with the primary protagonists, Doug Staples, and Mike Swenson of the Barkley agency. The MOD provided quantitative Gallup studies they commissioned, as well as documents unveiling the roll-out in the San Jose, CA region. The Barkley Agency provided qualitative data from a study which consisted of eight focus groups conducted in two markets and ten personal interviews. Secondary research was used to provide a support for industry and market data, to supplement organizational facts provided by the MOD, and to identify and link marketing theory to the situations provided in the case. The organization, facts and characters in this case were not disguised. MOD was consulted throughout the case development process. Relevant courses and levels This case study is recommended for marketing courses at the undergraduate level. It is most appropriate for marketing management, introductory marketing, or marketing strategy classes. Additionally, this case is a good fit for courses focused upon not-for-profit marketing issues. Theoretical bases The strongest opportunities to apply theory using this case relate to branding (see De Chernatony and Dall’Olmo Riley, 1998 for a content analysis of the brand literature). These theories include brand image and personality (Aaker, 1997; Belk, 1998; Grohmann, 2009), brand awareness (Aaker, 2002), brand involvement and customer loyalty (Brakus et al., 2009), brand engagement (Sprott et al., 2009), brand relationships (Breivik and Thorbjornsen, 2008), and brand equity (Aaker, 2002, 2008). Specifically, question 2 addresses brand personality, and questions 3 and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy.
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Bottomley, Paul A., and John R. Doyle. "The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model." International Journal of Research in Marketing 13, no. 4 (October 1996): 365–77. http://dx.doi.org/10.1016/s0167-8116(96)00018-3.

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Ai, Tran Huu, Le Thị Minh Nguyen, and Hong Mai Thi Dao. "MEASURING BRAND VALUE BASED ON CUSTOMER DATA: THE SURVEY FROM SMARTPHONE MARKET IN HO CHI MINH CITY, VIETNAM." EUrASEANs: journal on global socio-economic dynamics, no. 2(15) (March 31, 2019): 30–39. http://dx.doi.org/10.35678/2539-5645.2(15).2019.30-39.

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This study uses structural equation modeling (SEM) to find the correlation between the variables of the brand value model following (David Aaker, 1991) and using the customer data from the survey of 354 customers in Ho Chi Minh City, Vietnam. The results show the impact level of the factors that constitute the brand value of smartphones in general as well as the brand value of particular smartphones. The findings may be found important for building and developing brand strategies by Vietnamese manufacturers and retailers.
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THOMAS, R. "In: David A. Aaker, Editor, , The Free Press, New York (1996), p. 380 + ix $28.00." Journal of Product Innovation Management 13, no. 4 (July 1996): 386. http://dx.doi.org/10.1016/s0737-6782(96)80021-x.

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SCHARF, EDSON ROBERTO, Carolina Klein Padilha, and Danila Cristiane Marques Sanches. "Atributos de significado para as consumidoras como estratégia organizacional de uma marca de moda." Sistemas & Gestão 11, no. 1 (March 31, 2016): 61–71. http://dx.doi.org/10.20985/1980-5160.2016.v11n1.807.

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O objetivo deste estudo é identificar os atributos percebidos pelas consumidoras de uma marca de calçados e acessórios femininos, como parte da estratégia organizacional de construção da sua identidade social à luz dos esforços de comunicação. Para a marca estudada, Arezzo, foi realizada pesquisa quantitativa descritiva transversal, com questionário elaborado a partir dos estudos de Aaker (1997) e de Strehlau et al. (2013). Os resultados indicam que os atributos dos objetos da marca estudada evocam os seus diversos significados e a consumidora toma para si estes significados. Neste sentido, a identidade da consumidora passa a ser confundida com a identidade do bem.
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Kovacic, Sanja, Tamara Jovanovic, and Bojana Dinic. "Development and validation of a new measure of travel destination personality." Psihologija 53, no. 1 (2020): 65–85. http://dx.doi.org/10.2298/psi190423016k.

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The main aim of this study was to develop a new scale for measuring travel destination personality ? the Destination Personality Scale (DPS). It was assumed that DPS will confirm the applicability of the five-factor structure of the original Brand Personality Scale (BPS) by Aaker (1997) when more appropriate adjectives for the description of travel destination personality are generated. Results confirmed the five-factor structure of DPS, with dimensions Excitement, Sincerity, Competence, Ruggedness, and Sophistication. The final version of DPS consists of 24 items and subscales showed good construct (convergent and discriminant) and criterion validity, as well as reliability.
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San, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "A conceptual study of the formation of online brand equity: The role of online brand trust." Global Journal of Business and Social Science Review (GJBSSR) Vol. 2(2) 2014 2, no. 2 (April 21, 2014): 69–76. http://dx.doi.org/10.35609/gjbssr.2014.2.2(9).

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Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust
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Alexandris, Kostas. "Testing the role of sport event personality on the development of event involvement and loyalty." International Journal of Event and Festival Management 7, no. 1 (March 7, 2016): 2–20. http://dx.doi.org/10.1108/ijefm-10-2015-0041.

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Purpose – The purpose of this paper is to test: the applicability of Aaker’s (1997) brand personality model in the context of mountain running races; and the influence of event personality on event involvement and loyalty. Design/methodology/approach – In total, 177 runners (n=177) at two mountain running races participated in the study and filled the brand personality (Aaker, 1997) and leisure involvement (Kyle et al., 2004a, b) questionnaires. Findings – The confirmatory factor analysis provided support for the factorial validity of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (excitement, competence, ruggedness and sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty (intention to participate and W-O-M communications). Practical implications – The topic of brand personality is important for building brand equity and guiding market positioning in the growing running races sector. The current study provides event organizers with a tool for measuring the personality of their events. Furthermore, it explains how event personality influences the development of event involvement, which is an important variable for the development of event loyalty. Originality/value – It contributes to the academic literature in two ways: first, the construct of brand personality has not been previously applied in the context of outdoor sport events and especially mountain running races; and second, while it has been theoretically proposed (Aaker, 1997; Keller, 2008) and empirically supported (Eisend and Stokburger-Sauer, 2013) in the general marketing literature that brand personality is associated with positive behavioral and attitudinal (e.g. brand loyalty and brand involvement) outcomes, there has been no published research to test the relationships among brand personality, involvement and loyalty in the context of outdoor sport events.
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MÃœLLER, RE-AN. "Perceived Brand Personality of Symbolic Brands." Journal of Economics and Behavioral Studies 6, no. 7 (July 30, 2014): 532–41. http://dx.doi.org/10.22610/jebs.v6i7.514.

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Brand personality can be defined as a set of human characteristics associated with a brand (Aaker, 1997).This study reports on the perceived brand personality of symbolic brands as seen by Generation Y students from one higher education institution campus located in South Africa. The respondents were asked to write down the first brand that came to mind for eight symbolic product categories. The top two brands in each category were used in a self-administered questionnaire. A second group of respondents were then asked to write down personality traits they associate with each of the identified brands. These findings, present a unique viewpoint regarding a number of brands and how the respondents perceive their brand personalities.
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Sarudin, Yuliyanah, and Sarina Ismail. "Evaluating Perceived Quality Factor in Affecting Customer Purchasing Behaviour." Journal of Social Sciences Research, no. 59 (September 20, 2019): 1329–35. http://dx.doi.org/10.32861/jssr.59.1329.1335.

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The main model examined in this study is the Aaker model of brand equity. The model views perceived quality as the major aspect of brand equity model. This study focuses on facial beauty care brands in Klang Valley, Malaysia. The data were collected using questionnaires distributed to female consumers of facial care products who are aged 18 and above. The respondents must have experiences in using facial beauty care products. The sets of questionnaire were distributed using the intercept method. In all, 311 sets of questionnaire were deemed as valid in this study. In this regard, the result indicated that perceived quality has no significant link with the actual purchase of facial beauty care products in Malaysia.
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Ai, Tran Huu, Le Thị Minh Nguyen, and Pham Thi Chieu My. "BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM." EUrASEANs: journal on global socio-economic dynamics, no. 6(19) (November 30, 2019): 59–71. http://dx.doi.org/10.35678/2539-5645.6(19).2019.59-71.

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The brand and brand building are extremely important and have a long-term meaning for all organizations. Concerns about branding have first started to rise in the field of tangible products but then gradually shifted to the services sector. The intangible nature of a service makes consumers rely on brand elements more when assessing the quality and deciding to buy. Many types of services need to rely on brand reputation so that to attract customers, for example, healthcare services, counseling, and education. The influencing factors here are the factors that together make up brand value according to the model by Aaker (1991), which includes brand awareness, perceived quality, brand association, and brand loyalty.
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Parra Garcia, Paula Milena. "Valor de marca de las Instituciones de Educación Superior Privadas que cuentan con acreditación institucional de Alta Calidad en Bogotá." Working Papers. Maestría en Gerencia Estratégica de Mercadeo 1, no. 2 (March 14, 2017): 42. http://dx.doi.org/10.15765/wpmgem.v1i2.877.

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<p class="Estilo1">La construcción de marca ha sido un reto para los especialistas de marketing y aún más en las universidades quienes tienen la labor de formar los futuros egresados de nuestro país, por esto la gestión de marca y las 5 divisiones de Aaker (1991-1996) ayudará a esta investigación a entender el valor de la marca de 11 Universidades privadas que pertenecen a la ciudad de Bogotá y que están acreditadas como instituciones de alta calidad según el Ministerio de Educación Nacional. El objetivo de esta investigación es mejorar la comprensión de este fenómeno del marketing educativo en la ciudad de Bogotá, y así brindar un diagnostico- resultado para los encargados de administrar, comunicar y gestionar la marca universitaria.</p>
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Ruão, Teresa. "Uma investigação aplicada ao caso da marca: o caso das porcelanas Vista Alegre." Comunicação e Sociedade 4 (January 16, 2002): 223–42. http://dx.doi.org/10.17231/comsoc.4(2002).1294.

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O presente artigo descreve uma investigação empírica conduzida no sentido de proceder ao diagnóstico de identidade de uma marca portuguesa, quase bi-centenária. Constituiu objectivo da pesquisa descortinar os traços caracterizadores da identidade da marca de produto Vista Alegre, e analisar a sua forma de relacionamento com o mercado. O método usado foi o estudo de casos simples, complementado pela técnica da análise de conteúdo. O modelo de diagnóstico de identidade aplicado resultou da combinação da proposta de dois autores clássicos no estudo das marcas: Jean-Noel Kapferer (1991) e David Aaker (1996). O resultado foi a construçãao de um ideograma de identidade, ou mapa dos traços de carácter, micleares e extensos, de uma marca «carismática»(Smothers, 1993) no universo económico nacional.
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Pinheiro, Cristiano Max Pereira, Débora Wissmann, and Camila Melo Ferrareli. "A (des)construção do papel da mulher em campanhas publicitárias de cerveja: análise da campanha Reposter da Skol." Ação Midiática – Estudos em Comunicação, Sociedade e Cultura. 1, no. 14 (December 18, 2017): 235. http://dx.doi.org/10.5380/2238-0701.2017n14p235-252.

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A mulher é vista como objeto de consumo em muitas campanhas publicitárias de cerveja. Este fator influencia na forma como a mulher é vista pela sociedade e a forma como ela é tratada. A Skol, em sua campanha Reposter, mudou o seu discurso quanto ao papel da mulher nas propagandas. Através da análise desta campanha, com conceitos sobre marca e identidade de Semprini (2006), Aaker (2001), Tavares (2003), entre outros; uma visão da mulher nas campanhas publicitárias, com Cruz (2008) e Abdala (2008), e uma contextualização do feminismo no Brasil baseada em Vidal (2005), Cestari (2008), Castells (2002) foi possível verificar que a Skol conseguiu reconhecer os erros do passado e manter uma identidade de marca coerente e o quanto esta mudança é importante para a luta pela igualdade de gêneros.
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Glińska, Ewa, and Oleg Gorbaniuk. "Restrictions on the use of the Aaker model in the measurement of city brand personality: The sender’s perspective." Place Branding and Public Diplomacy 12, no. 1 (December 16, 2015): 46–58. http://dx.doi.org/10.1057/pb.2015.20.

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Jafari Drabjerdi, Jamshid, Masoud Arabi, and Maryam Haghighikhah. "Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products." International Journal of Business and Management 11, no. 4 (March 15, 2016): 265. http://dx.doi.org/10.5539/ijbm.v11n4p265.

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<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>
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Putra, Robby Aditya. "Diskursus Branding Perempuan Pondok Pesantren di Instagram (Studi Kasus Pondok Pesantren Modern Gontor Putri 1)." Jurnal Dakwah dan Komunikasi 4, no. 1 (May 29, 2019): 21. http://dx.doi.org/10.29240/jdk.v4i1.877.

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Cita-cita perempuan mengenyam pendidikan adalah agar perempuan dan laki-laki sama-sama ditempatkan sebagai manusia utuh di berbagai aspek kehidupan. Pesantren menyadari hal ini, terbukti dengan banyak pesantren khusus perempuan yang digelar. Namun sebagian masyarakat modern masih menganggap branding pesantren adalah ndeso? dan cenderung menghasilkan perempuan yang normatif, belum banyak mencetak perempuan milenial yang relevan dengan zaman. Lalu bagaimanakah upaya branding pondok pesantren modern gontor puri 1 tentang perempuan era milenial di instagram? Teori yang dipakai dalam tulisan ini adalah teori advertising and branding dari David Aaker. Penelitian ini menemukan belum adanya keseriusan upaya branding gontor putri 1 tentang perempuan milenial di instagram. Akibat ketidakseriusan ini, brand pondok pesantren sebagai lembaga kuno dan tidak sesuai dengan karakteristik perempuan milenial akan bertahan. Usaha rebranding pondok pesantren melalui media sosial (instagram, facebook, twitter, youtube) harus menjadi salah satu fokus utama pemangku pondok pesantren untuk dikampanyekan secara kreatif.
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Rizkia Arif, Annisa, and I. Made Adhi Gunadi. "PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN BERKUNJUNG KE RESTO FORESTHREE." Journal of Tourism Destination and Attraction 6, no. 2 (December 10, 2018): 44–58. http://dx.doi.org/10.35814/tourism.v6i2.772.

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This research at Foresthree restaurant is aimed to determine the influence of brand image and product quality on visiting decisions. There are several factors influencing a visiting decision, therefore this research aim to know the influence of brand image and product quality. The research method used is a quantitative method, where the variables to be tested are corporate image, product image, user image variables according to Aaker and Biel (1993) theory and product quality according to West, Wood, and Harger (2006). Data is collected by interviews and questionnaires conducted in July 2018 with purposive sampling technique. Data is presented in quantitative descriptive manner. The findings of this research indicate that the corporate image and product image variables have a significant effect on the decision to visit Foresthree restaurant, while the user image and product quality have no significant effect on the decision to visit Foresthree restaurant.
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Añaña, Edar da Silva, and Walter Meucci Nique. "O valor dos valores: avaliação de uma marca global por meio dos diversos Brasis culturais." RAM. Revista de Administração Mackenzie 10, no. 3 (June 2009): 153–81. http://dx.doi.org/10.1590/s1678-69712009000300009.

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Este trabalho explora as influências dos valores pessoais e de outros elementos da cultura brasileira, na avaliação de uma marca de alcance mundial, por meio de quatro subculturas regionais que são utilizadas como unidades de análise. Utiliza as escalas de Rokeach (1968, 1973) para medir os valores humanos e a de Aaker (1997) para avaliar os atributos da marca, numa amostra de 308 pessoas, entre estudantes e profissionais de nível superior. O resultado confirma a existência de relações significativas entre os valores pessoais e a percepção da marca Nike, bem como a influência dos rituais, dos símbolos e de algumas variáveis demográficas, na forma como aquela marca é percebida e avaliada pelos consumidores. Confirma também a existência de diferenças significativas entre os elementos culturais das diversas subculturas, que podem ser bastante úteis na formulação de estratégias de marketing voltadas às diversas regiões do país.
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Visentin, Marco, Mariachiara Colucci, and Gian Luca Marzocchi. "Brand Measurement Scales and Underlying Cognitive Dimensions." International Journal of Market Research 55, no. 1 (January 2013): 43–57. http://dx.doi.org/10.2501/ijmr-2013-006.

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The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.
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Dikcius, Vytautas, Eleonora Seimiene, and Ramunas Casas. "Brand Personality Scale: is It Applicable for a Small Emerging Country?" Organizations and Markets in Emerging Economies 9, no. 2 (December 31, 2018): 324–41. http://dx.doi.org/10.15388/omee.2018.10.00017.

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In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimensions might be suitable for measuring brand personality in a specific country or cross-cultural studies. Therefore, this paper aims to adapt and validate the scale proposed by J. Aaker in a context of a small emerging country. The scale validation takes place in several stages: starting with a qualitative study, involving experts, and finishing with an extensive quantitative study in three product categories. The research has revealed that in the Lithuanian context, the brand personality scale is composed of three dimensions, such as Sincerity, Modernity-Excitement and Competence. The scale, valid for a small emerging country, consists of 13 instead of 42 traits.
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TUZCUOÄžLU, Ahmet, Sema Nur FAYDA, Yasenkare TUNIYAZI, and Zübeyde ÖZ. "DO THE EFFECTS OF BRAND PERSONALITY DIMENSIONS ON BRAND LOYALTY CHANGE ACCORDING TO CONSUMERS’ PERSONALITIES?" TURKISH JOURNAL OF MARKETING 3, no. 2 (August 19, 2018): 84–107. http://dx.doi.org/10.30685/tujom.v3i2.35.

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Mobile phones, especially the smart ones are becoming a main need for millions of people from all ages. Producers pay attention to develop a repeat purchasing behavior among their customers, aiming to resale their updated models. Brands play an important role in facilitating and affecting customer’s choice process, especially for high-technology products. Brand loyalty concerns the behavior of rebuying and at the same time, the antecedents causing that actual behavior. This study aims to study the relationships between consumer personality, brand personality and brand loyalty with data collected from 394 participants by two questionnaires (for Samsung and Apple) using convenience sampling method. Questionnaires are designed by using CAD scale of Cohen (1967), brand personality scale of Aaker (1997) and brand loyalty scale of Chaudhuri and Holbrook (2001). Four groups of hypotheses were tested with regression analyses and one group by comparing means. Findings include statistically significant results.
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Billiot, Theresa R. "Brand Relevance: Making Competitors Irrelevant, by David Aaker. John Wiley & Sons, Inc., Jossey-Bass, San Francisco, CA, 1-358 pp." Psychology & Marketing 30, no. 10 (September 6, 2013): 934–35. http://dx.doi.org/10.1002/mar.20656.

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Almeida, Giovana Goretti Feijó de, and Angela Felippi. "Marcas e place branding na articulação com o desenvolvimento territorial." Revista Brasileira de Desenvolvimento Regional 8, no. 3 (October 23, 2020): 171. http://dx.doi.org/10.7867/2317-5443.2020v8n3p171-196.

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O debate sobre marcas vinculadas aos lugares e sua relação com o desenvolvimento territorial abarca a discussão sobre o posicionamento dos territórios como produtos mercadológicos e a utilização das estratégias de marketing e branding para gerar oportunidades de desenvolvimento, enfatizando o papel do território, do conjunto de atores sociais, das identidades e das potencialidades locais e oportunidades externas. A discussão mobiliza conceitos de território e branding, tomando para análise o caso da marca do Estado do Rio Grande do Sul. O objetivo é compreender como se dá a construção da marca de um território. O estudo é de natureza qualitativa, valendo-se da pesquisa bibliográfica e documental. A análise parte da proposta de Aaker, que atenta para três momentos na construção de uma marca. Os resultados apontaram para uma marca que se calca na identidade oficial do Estado e se dirigiu a dois distintos públicos, articulando o desenvolvimento territorial através de ações coletivas do Estado e do setor privado do turismo com propósitos voltados ao desenvolvimento econômico e turístico e a manutenção da identidade hegemônica do Rio Grande do Sul.
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Denegri C., Marianela, Daniel Cabezas G., Viviana Herrera C., Alex Páez S., and Mauricio Vargas Z. "Personalidad de marca de carreras de psicología de universidades estatales en Chile: un estudio descriptivo." Revista de Investigación en Psicología 12, no. 2 (March 4, 2014): 13. http://dx.doi.org/10.15381/rinvp.v12i2.3752.

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El objetivo de la presente investigación, que forma parte de un macro estudio con el consorcio de Escuelas de Psicología de universidades estatales chilenas, fue determinar la existencia de una personalidad de marca para las carreras de Psicología de dos universidades estatales integrantes de este consorcio. Los participantes fueron 289 estudiantes de la carrera de psicología de la Universidad de Santiago de Chile (Región Metropolitana) y de la Universidad de La Frontera (Región de La Araucanía). Para esto, se aplicó a los participantes la Escala de Personalidad de Marca de Aaker, la cual se compone de 45 ítems donde cada uno representa un rasgo de la personalidad de marca en estudio. Los resultados muestran la existencia de una Personalidad de Marca definida para cada carrera, con diferencias en los rasgos constitutivos según la universidad. Se discute las implicancias de contar con una personalidad de marca con rasgos definidos, tanto en calidad como en cantidad, en un mercado universitario competitivo en el que la diferenciación y el aseguramiento de la calidad son desafíos de toda institución de educación superior en la actualidad.
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Astuti, Prida Ariani Ambar. "Membangun Merek Melalui Penyelenggaraan Sebuah Event: Studi Kasus Pada Event “Sour Sally Just Wanna Have Fun”." Jurnal ASPIKOM 1, no. 2 (January 19, 2011): 183. http://dx.doi.org/10.24329/aspikom.v1i2.17.

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A brand enables customers to remember the core information about a product, and prevent competitors from making imitations (Aaker, 1991 ). Successful brand building helps profitability by adding value that entices customers to buy (De Chernatorny and McDonald, 1994). It is also becoming clearer that companies creating strong brands can obtain important competitive advantage over those that do not (Kohli and Thakor, 1997). Event more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. Brands themselves may be linked to other entities that have their own knowledge structures in the minds of consumers. A brand may seem more likable or perhaps event trustworthy or expert by virtue of becoming linked to an event. The result showed that the event “Sour Sally Just Wanna Have Fun” can strongly affect the brand of the members that joined in the Facebook group. Through the stages in brand building blocks namely at the stage of salience 70.69%, performance 74,04%, judgments 73.72%, feelings 69.79%, and resonance 64.44%.
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Le-Hoang, Phuong Viet, Giang Truong Nguyen, Huong Thanh Thi Phung, Vi Truc Ho, and Nhan Trong Phan. "The relationship between brand equity and intention to buy: the case of convenience stores." Independent Journal of Management & Production 11, no. 2 (April 1, 2020): 434. http://dx.doi.org/10.14807/ijmp.v11i2.1062.

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The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.
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Brochado, Ana, and Fernando Oliveira. "Brand equity in the Portuguese vinho verde “green wine” market." International Journal of Wine Business Research 30, no. 1 (March 12, 2018): 2–18. http://dx.doi.org/10.1108/ijwbr-07-2016-0023.

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Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.
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Dydrov, Artur, Anatoly Nevelev, Vera Neveleva, Ekaterina Milyaeva, Regina Penner, and Dmitry Solomko. "Brand in the Philosophical Sense: from Object to Person." International Journal of Engineering & Technology 7, no. 4.38 (December 3, 2018): 135. http://dx.doi.org/10.14419/ijet.v7i4.38.24339.

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Under the influence of the values of Western European civilization, the life of contemporary human has been gradually shifted from the supremacy of the practices of material consumption to the practices of self-realization. It is interesting to understand the phenomenon of brand, which goes beyond researches in economics and marketing (D. Aaker, J. Trout and D. Ogilvy). Brand is able not only to take away the individual's world but also helps the individual to stand out, to overcome the ordinary life through brand’s universality which contributes to the establishment of mutual understanding between people. Philosophical anthropology and its theories by H. Marcuse, J. Ortega y Gasset or E. Fromm can become the basis for a new interpretation of brand as a socio-cultural phenomenon that plays a significant role in the human everyday life. The authors substantiate the thesis that brand and human-brand, in particular, can be tools of assembly and can be used as a reference for other people, can overcome the crisis of the identity of modern human.
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Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
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Phước Hương, Lê, and Lê Công Trực. "TRÁCH NHIỆM XÃ HỘI VÀ GIÁ TRỊ THƯƠNG HIỆU: TRƯỜNG HỢP CÁC NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN Ở ĐỒNG BẰNG SÔNG CỬU LONG." Tạp chí Nghiên cứu Tài chính - Marketing, no. 58 (April 23, 2021): 13–26. http://dx.doi.org/10.52932/jfm.vi58.32.

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Nghiên cứu nhằm xác định tác động của bốn thành phần trách nhiệm xã hội (TNXH) theo lý thuyết Carroll (1991) đến giá trị thương hiệu theo khía cạnh khách hàng của Aaker (1991). Mẫu được sử dụng bao gồm 254 khách hàng đang giao dịch tại 25 ngân hàng thương mại cổ phần (NHTMCP) ở đồng bằng sông Cửu Long. Sử dụng phương pháp thống kê mô tả, kiểm định độ tin cậy của mô hình, phân tích mô hình cấu trúc tuyến tính PLS-SEM để giải thích dữ liệu. Kết quả cho thấy bốn khía cạnh của TNXH tác động tích cực đến bốn thành phần của giá trị thương hiệu. Mức độ tác động trách nhiệm đạo đức đến trung thành thương hiệu là mạnh nhất; trong khi tác động của trách nhiệm pháp lý đến liên tưởng thương hiệu là yếu nhất. Dựa trên kết quả này, bài viết đề xuất một số hàm ý quản trị cho ngành ngân hàng để tăng cường các hoạt động TNXH hiệu quả hơn.
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Soebiagdo, Soebiagdo, and Poppy Ruliana. "Pengaruh Strategi Promosi Stikom Interstudi terhadap Peningkatan Ekuitas Merek." InterKomunika 2, no. 2 (December 20, 2017): 146. http://dx.doi.org/10.33376/ik.v2i2.34.

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The purpose of this study is to determine and analyze the influence of STIKOM InterStudi promotion strategy to increase brand equity. The concept of promotional strategy according to Lamb, Hair, McDaniel (2001: 146), is a plan for optimal use of elements of advertising, public relations, personal sales and sales promotion ". Brand equity, according to David A. Aaker (1991), is "a series of brand assets and liabilities associated with a brand, its name and symbol, which add or subtract the value of a product or service to the company and / or its customer ". Aaker's definition implies that brand equity can be valuable to the company (company-based brand equity) and to the customer (customer-based brand equity). The approach used in this research is quantitative. The method used is explanative, and the type of research is survey. The population of this study are STIKOM InterStudi students as many as 1154 students and 92 sample students referring to Taro Yamane formula with Purposive Sampling technique. The data are processed by using SPSS 20.0 with Factor Analysis Menu, Alpha Cronbach, Descriptive Statistics and Inferential Statistics then presented in frequency table, mean value and regression analysis. Technique of data collecting done in primary and secondary. Primarily conducted through observation, questionnaire distribution, interview. While the secondary is done through literature and documentation. To analyze the data used Mixed Methods (Mixed Methods). Mixed method research is a good design to use if we try to base on the strength of both quantitative and qualitative data. The design of a mixed methods research design is a procedure for collecting, analyzing, "and mixing" quantitative and qualitative methods in a study or series of studies to understand the research problem (Cresswell & Plano Clark, 2011). The results showed that the promotional strategy undertaken by STIKOM InterStudi had an effect on increasing Brand Equity, but the effect was too low, only 14.3%. While the rest, as much as 85.7% influenced by other factors not examined in this study. Dimensions that have a significant influence in Brand Equity improvement are the dimensions of Word of Mouth (X2), while the other two dimensions: Advertising (X1) and Digital Advertising (X3), partially have no significant effect on Brand Equity STIKOM InterStudi. Tujuan penelitian ini adalah Untuk mengetahui dan menganalisis pengaruh strategi promosi STIKOM InterStudi terhadap peningkatan ekuitas merek. Konsep strategi promosi menurut Lamb, Hair, McDaniel (2001 : 146), adalah rencana untuk penggunaan yang optimal dari elemen-elemen periklanan, hubungan masyarakat, penjualan pribadi dan promosi penjualan”. Sedangkan Brand equity menurut David A. Aaker (1991) adalah “serangkaian asset dan kewajiban (liabilities) merek yang terkait dengan sebuah merek, nama dan simbolnya, yang menambah atau mengurangi nilai yang diberikan sebuah produk atau jasa kepada perusahaan dan /atau pelanggan perusahaan tersebut”. Definisi Aaker menyiratkan bahwa brand equity bisa bernilai bagi perusahaan (company based brand equity) dan bagi konsumen (customer-based brand equity). Pendekatan yang diguanakan dalam penelitian ini adalah kuantitatif. Metode yang digunakan eksplanatif, dan jenis penelitiannya adalah survey. Populasi penelitian ini adalah siswa STIKOM InterStudi sebanyak 1154 siswa dan 92 sampel siswa mengacu pada formula Taro Yamane dengan teknik Purposive Sampling. Data yang diolah dengan menggunakan SPSS 20.0 dengan Factor Analysis Menu, Alpha Cronbach, Statistik Deskriptif dan Statistik Inferensial kemudian disajikan pada tabel frekuensi, nilai mean dan analisis regresi. Teknik pengumpulan data dilakukan secara primer dan sekunder. Secara primer dilakukan melalui observasi, penyebaran kuesioner, wawancara. Sedangkan secara sekunder dilakukan melalui kepustakaan dan dokumentasi. Untuk menganalisis data digunakan Metode Campuran (Mixed Methods). Penelitian metode campuran adalah suatu rancangan yang baik untuk digunakan jika kita mencoba mendasarkan pada kekuatan data kuantitatif maupun kualitatif. Rancangan penelitian metode campuran (mixed methods research design) adalah suatu prosedur untuk mengumpulkan, menganalisis, “dan mencampur” metode kuantitatif dan kualitatif dalam suatu penelitian atau serangkaian penelitian untuk memahami permasalahan penelitian (Cresswell & Plano Clark, 2011). Hasil penelitian menunjukkan bahwa strategi promosi yang dilakukan oleh STIKOM InterStudi berpengaruh dalam meningkatkan Brand Equity, namun pengaruhnya terlalu rendah, hanya memiliki 14,3%. Sedangkan sisanya, sebanyak 85,7% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dimensi yang memiliki pengaruh signifikan dalam peningkatan Brand Equity adalah dimensi Word of Mouth (X2), sedangkan dua dimensi lainnya: Periklanan (X1) dan Digital Advertising (X3), secara parsial tidak berpengaruh signifikan dalam peningkatan Brand Equity STIKOM InterStudi.
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Acuña-, Dario, and David Caisa-Yucailla. "Factores de elección de marca de sodas en el consumidor a partir de un estudio meta-analítico." Administración 3, no. 5 (May 5, 2020): 61–74. http://dx.doi.org/10.33386/593dp.2020.3.213.

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Los factores de elección de marca forman parte del análisis del comportamiento del consumidor con relación a los efectos generados por las empresas al momento de realizar una compra. Por tal razón, se estudió el modelo Customer Brand Based Equity (CBBE) con el propósito de enunciar la dimensión más significativa dentro del análisis de factores de elección de marca de sodas. El estudio posee un enfoque cuantitativo y cualitativo debido a que se analizaron los efectos generados a partir del estudio de cincuenta artículos indexados. El alcance de la investigación es correlacional, debido a que se estudió la relación de las variables de estudio y el modelo. El resultado principal reveló que el modelo es asociable a las variables de estudio, puesto que, se obtuvo un P valor de 0.0217. Sin embargo, se obtuvo un grado de inconformidad con la heterogeneidad IC=0.982. Como conclusión principal, se reveló que el modelo CBBE de Aaker (1996), es adaptable a las variables de estudio, no obstante, se determinó que la dimensión Lealtad hacia la marca, debe ser replanteada para el desarrollo de la investigación con respecto al consumo de sodas.
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49

Sripongpun, Kullanun, and Nattanan Saksamrit. "Developing the Organizational Strategy: A study of University Personality." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 16. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(16).

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Nowadays, the competition can occur in various fields even in the educational institution (Judson et al., 2009). Many universities have adjusted and prepared their organizational image to encounter the radical change. (Lee et al, 2008). In order to differentiate themselves from the competitors, they decided to spend a budget to improve and develop their organizational image (Palacio, Meneses and Perez, 2002). Brand personality concept, one of the important dimension of brand image (Plummer, 1985), is an useful element which universities can apply it to make their brand distinctive (Watkins and Gonzenbach, 2013). Although brand personality concept has received increasing attention among researchers (SHYLE and HYSI, 2013), the research that examine how the brand personality concept can be applicable when the organization is used as a brand is insufficient. To fill this gap, Kasetsart University Chalermphrakiat Sakonnakhon Province Campus, Thailand (the fourth campus of Kasetsart University, Thailand and it was established to response government's policy in distribute education opportunities into the Northeast of Thailand) was selected to uncover how Aaker (1997)'s five dimensions of brand personality are applicable for an organization as a brand. Keywords: University Personality; Organizational Strategy; Personality
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50

Oppong,, Peter Kwasi, and Maxwell A. Phiri. "The Link between Brand Equity and Loyalty: Evidence from Traditional Medicine Market in Kumasi Metropolis, Ghana." Journal of Economics and Behavioral Studies 11, no. 1(J) (March 10, 2019): 11–21. http://dx.doi.org/10.22610/jebs.v11i1(j).2740.

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Abstract: Building a vibrant brand in a highly competitive market is of strategic importance as it provides greater loyalty which generates large market share and decreases competitive pressure on a firm. However, there is a lack of empirical evidence on the role of brand equity in supporting the formation of loyalty in the traditional medicine market. The aim of this research is to investigate the impact of brand equity on loyalty in the traditional medicine market. Based on the dimensionality of Aaker`s brand equity framework, four research propositions were put forward and evaluated by using structural equation modelling. The study relied on a sample of 348 customers who buy herbal medicines from the traditional medicine market in Kumasi metropolis. The study established that perceived quality, brand association and awareness significantly contribute to enhance the value of the brands which in turn, creates loyalty in the traditional medicine market in the Kumasi Metropolis. Recognizing the strategic importance of loyalty to the success of a firm, traditional health practitioners should direct their efforts towards developing perceived quality, brand association and awareness to enhance the value of their brands to support loyalty in the Kumasi traditional medicine market.
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