Bibliografías temáticas / Aaker

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Literatura académica sobre el tema "Aaker"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 1 de febrero de 2022

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Artículos de revistas sobre el tema "Aaker"

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

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Olavarrieta, Sergio, Roberto Friedmann, and Enrique Manzur. "Brand Personality in Chile." Estudios de Administración 17, no. 1 (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 Chil
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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 (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 importan
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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 (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 (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 (2006): 15–22. http://dx.doi.org/10.1108/10610420610650846.

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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 (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 participant
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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 (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. Je
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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 gest
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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 (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
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Tesis sobre el tema "Aaker"

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Jonsson, Gustav, and Linn Ståhl. "Bilders påverkan på ett företags varumärke." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10439.

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Användningen av sociala medier för att framföra budskap i form av bilder, fortsätter att ökavarje år. Foton anses kunna förmedla ett kraftfullare meddelande och på en mindre yta,jämfört med text. Dock är det svårare att exakt kunna precisera hur bilder som publicerasuppfattas av mottagarna, då varje person gör sin egna fria tolkning. Enligt Aakers teorierpåverkar allt som sänds ut från ett företag dess varumärke, vilket gör det svårt att bestämmavilka bilder som egentligen bör användas. I ett försök att koppla ihop bild, sändare, mottagareoch varumärke har två restauranger samt tio deltagare i
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Almerri, Rashed S. S. M. Alhaimer. "Exploring the role of celebrities' instagram accounts in changing the behaviour of consumers : case study of Kuwait." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16218.

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This study explores the credibility criteria and brand personality of celebrities' Instagram accounts within the context of Kuwait. In order to explore this issue, this study adopts Ohanian's (1990) model and Aakar's (1997) model for studying credibility criteria and brand personality; respectively. Regarding methodology, primary data were collected through focus groups and interviews with fans and Small Medium Enterprises' managers who follow celebrities' accounts. Furthermore, secondary data were carried out by approaching different corporate websites specialising in social media celebrities
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Čalkovská, Eva. "Analýza hodnoty značky společnosti Student Agency." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-191490.

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The thesis focuses on analysing brand value of the selected company using the model of customer-based brand equity. Theoretical part focuses on explaining the terms and methods of measuring brand value. The subsequent pratical part is dedicated to analysis of individual determinants and their impact on the overall brand value.
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Karlsson, Linnéa, Petra Nilsson, and Malin Steen. "Varumärkespersonlighet- Den Emotionella Anknytningen mellan Besökare och Evenemang." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18094.

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I takt med upplevelseindustrins tillväxt, ökar även konkurrensen inom branschen. Evenemang som nöjesplattform konkurrerar direkt och indirekt med andra upplevelseinriktade verksamheter och behöver hitta nya sätt att få kundernas uppmärksamhet. Forskning visar hur kunder tenderar att agera mer emotionellt vid sina köp, något som många företag försöker bemöta. Produktproducerade företag har sedan långt tillbaka anammat varumärkespersonlighet som en del i marknadsstrategin för att kommunisera och personlighetsanknyta med kunder. Tidigare studier har visat att företag som väljer att personifiera s
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Matos, Castro Diego Enrique, Gutierrez Leslie Zolim Oré, and Carrillo Carla María Tejada. "Segmentación de los clientes de supermercados de Lima moderna según su valoración de la marca WONG a partir del modelo de Brand Equity de Aaker." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2019. http://hdl.handle.net/20.500.12404/15623.

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La presente investigación se realizó para dar explicación al desfavorable comportamiento de las ventas de Supermercados Wong que, a pesar de contar con más de 30 años en el mercado, se encuentra en desventaja frente a sus competidores. Considerando que la marca es la promesa de una experiencia de parte de la empresa hacia el cliente, y que el valor de marca es el efecto diferencial en la conducta del cliente como consecuencia de conocer la marca, se aborda la problemática de la empresa a través de un enfoque de valor de marca. Es a partir de esta experiencia que la persona experimenta un
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Merino, Martín Nelson Hernani. "Diferenças de percepção dos traços de personalidade da marca McDonald's e de valores mediante a utilização das escalas de Aaker (1997) e Rokeach (1973) : uma comparação entre consumidores brasileiros e peruanos." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2007. http://hdl.handle.net/10183/8931.

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Esta dissertação trata das percepções da personalidade de marca global e dos valores de consumidores de duas diferentes culturas, visando contribuir com pesquisadores e profissionais de marketing para o melhor entendimento de como uma marca global é percebida em contextos culturais diferentes. Dessa forma, o presente trabalho objetivou identificar as percepções da personalidade da marca McDonald’s e os valores por parte de consumidores brasileiros e peruanos, através das escalas de Personalidade da Marca de Aaker (1997) e de Valores de Rokeach (1973). Para tanto, a coleta de dados foi realizad
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Olsson, Karin. "Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15465.

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Research questions:   What are the brand images and brand identities of Renault Trucks, Novembal/Tetra Pak and IKEA? Is there a brand gap? How does country-of-origin have an effect on the perception of the brands? How does the respondent’s sex have an importance in the perception of the brand and the effect of country-of-origin? Purpose:   The purpose of this thesis is to describe, compare and analyze the existence of brand gaps and the effect of country-of-origin with the final intention to provide management recommendations for the studied companies. Method:   A quantitative consumer survey
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Shah, Aamer [Verfasser], Felix [Akademischer Betreuer] Wolf, and Matthias [Akademischer Betreuer] Müller. "Capturing the impact of external interference on HPC application performance / Aamer Shah ; Felix Wolf, Matthias Müller." Darmstadt : Universitäts- und Landesbibliothek Darmstadt, 2020. http://d-nb.info/1215838581/34.

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Badiei, Farzaneh [Verfasser], and Anne van [Akademischer Betreuer] Aaken. "The Institutional Design of B2B Online Market Intermediaries’ Dispute Resolution: Its Promises and Pitfalls / Farzaneh Badiei ; Betreuer: Anne van Aaken." Hamburg : Staats- und Universitätsbibliothek Hamburg, 2017. http://d-nb.info/1124155449/34.

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Kuo, Yung sheng, and 郭永盛. "Using Brand Identity Factors Build Customer-based Brand Equity-Aaker Honeycomb Viewpoint." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/48873269461327955266.

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碩士<br>國立臺北大學<br>企業管理學系<br>94<br>From the viewpoint of 「brand value chain」,「brand identity factors」are the role of strategical guide and the first step in the procedure of brand administration, which will effect the marketing mix project and the formulation for integrated brand communication project; but their final purpose is to set up a best「customer-based brand equity」。 Aaker(2004) improves the four factors of brand identification and brings up a high practical 「brand identity factors honeycomb model」as the tool of 「brand identity」. The honeycomb model is compounded by six factors which cont
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Libros sobre el tema "Aaker"

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Aaker on branding: 20 principles that drive success. SAGE Publications, 2015.

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Mosteghanemi, A. Aaber sarir. Ahlam Mosteghanemi, 2003.

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Ahrendtsen, Alex. Indsigt eller fordom: Missionen i litteraturen fra Aakjer til Høeg. Lohses forlag, 1997.

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Teoreetilise Bioloogia Kevadkool (11th 1985 Aakre, Estonia). Stohhastilised mudelid bioloogias: XI Teoreetilise Bioloogia Kevadkooli (8.-10. mai 1985, Aakre) teesid. Eesti NSV Teaduste Akadeemia Eesti Looduseuurijate Selts, Teoreetilise Bioloogia Sektsioon, 1985.

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Hosena, Mohāmmada Mārupha. Bāṃlādeśera raptāni ebaṃ prabāsī āẏera gatidhārā, 1972-2012: Bangladesher raptani abong probasdhi aaer gatidhara. Pheẏāra Pābaliśiṃ Hāuja, 2012.

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Singh, Harinder. 2009 appliance efficiency rulemaking : phase I, part C, docket #09-AAER-1C: Staff report. California Energy Commission, 2009.

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Day, George S., and Aaker David A. Aaker Marketing Research 3ed. John Wiley and Sons (WIE), 1986.

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Spss Statistical Software Cd-rom Version 11.0 Sekaran, Aaker, Kumar, Mcdaniel. John Wiley & Sons, 2003.

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A, Aaker David. Aaker: Instructor'S Resource Guide T/A Strategic Market Management 3ed (Manual). John Wiley & Sons Inc, 1992.

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Preeti Aakar. Xlibris Corporation, 2004.

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Capítulos de libros sobre el tema "Aaker"

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Chambers, Claire. "Aamer Hussein." In British Muslim Fictions. Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230343085_4.

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"David Aaker: Brand Equity Trailblazer." In Conversations with Marketing Masters. John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119209256.ch2.

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Abdul-Talib, Asmat Nizam, and Sana Arshad. "Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions." In Handbook of Research on Technology Applications for Effective Customer Engagement. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4772-4.ch005.

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The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.
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Kumar, T. Praveen, and Kirupa Priyadarshini. "Impact of Corporate Social Responsibility on Service Performance in Mediating Effect of Brand Equity With Reference To Banks in India." In Start-Up Enterprises and Contemporary Innovation Strategies in the Global Marketplace. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-4831-7.ch007.

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In competitive global scenario banks are very keen in branding their corporate social responsibility to enhance their service performance to compete effectively. This study was carried out to explore and assess the impact of corporate social responsibility on service performance in banking sector through reputation. To measure the corporate social responsibility, Maignan and Ferrell (2004) CSR scale, for the service performance the SERVPERF Model Parasoarman (1985), and for brand equity the brand equity (BI) index, developed by Aaker (1991) were used. The simple random sampling technique was used to collect the data from 617 banking customers. Structural Equation Modelling was used to measure the impact of corporate social responsibility on service performance through brand equity. The findings of the study indicates that CSR initiatives were linked to stronger service performance of the bank which ends stronger brand performance with the bank.
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Kumar, T. Praveen. "Impact of Corporate Social Responsibility on Service Performance in Mediating Effect of Brand Equity With Reference to Banks in India." In Corporate Social Responsibility. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6192-7.ch074.

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In competitive global scenario banks are very keen in branding their corporate social responsibility to enhance their service performance to compete effectively. This study was carried out to explore and assess the impact of corporate social responsibility on service performance in banking sector through reputation. To measure the corporate social responsibility, Maignan and Ferrell (2004) CSR scale, for the service performance the SERVPERF Model Parasoarman (1985), and for brand equity the brand equity (BI) index, developed by Aaker (1991) were used. The simple random sampling technique was used to collect the data from 617 banking customers. Structural Equation Modelling was used to measure the impact of corporate social responsibility on service performance through brand equity. The findings of the study indicates that CSR initiatives were linked to stronger service performance of the bank which ends stronger brand performance with the bank.
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"Contemplating the futures of branding with contributions from David Aaker, John Deighton, Gavan Fitzsimons,." In Strong Brands, Strong Relationships. Routledge, 2015. http://dx.doi.org/10.4324/9781315767079-43.

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Mosca, Fabrizio, Philip J. Kitchen, and Valentina Chiaudano. "Investigating the Impact of Luxury Brands' Traditional and Digital Contents on Customer-Based Brand Equity." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch005.

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After a period of initial scepticism, luxury-branded companies now understand the necessity of integrating digital technologies into their marketing actions. Therefore, most luxury companies approach emerging digital tools commencing from communication strategies. The direct consequence is the adoption of social media such as blogs, applications (apps), and social networking as new communication tools alongside and in conjunction with traditional media. The purpose of this chapter lies in seeking to understand the extent to which luxury brand consumers appreciate the contents of luxury brand communications and in comparing digital and traditional ranges. In addition, the chapter investigates the existence of a correlation between the level of satisfaction perceived by luxury consumers and the dimension of customer brand equity according to the Aaker model. In this endeavour, this study is an attempt to provide academics and practitioners with insight about the expectation of luxury brand consumers from contents delivered, comparing digital and traditional platforms.
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Viot, Catherine. "I. David Aaker – Efficacité publicitaire, capital marque, comportement du consommateur et lien marketing-finance." In Les Grands Auteurs en Marketing. EMS Editions, 2016. http://dx.doi.org/10.3917/ems.jolib.2016.01.0011.

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"Joan Riley Aamer Hussein." In Writing Across Worlds. Routledge, 2004. http://dx.doi.org/10.4324/9780203342480-11.

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"Deliberative Institutional Economics: Mind the Gap! Comment on Anne van Aaken." In Deliberation and Decision. Routledge, 2017. http://dx.doi.org/10.4324/9781315258256-10.

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Actas de conferencias sobre el tema "Aaker"

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Roskosa, Antra, and Yulia Stukalina. "Exploring Brand Personality in Higher Education." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.019.

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The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to
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Li, Wei, Zhenfeng Qi, Juan Chen, Yidan Yuan, and Shuhong Du. "A Study on the Influence of Signal Number on Performance of AAKR." In Proceedings of the 29th European Safety and Reliability Conference (ESREL). Research Publishing Services, 2020. http://dx.doi.org/10.3850/978-981-14-8593-0_4144-cd.

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Berlato, Larissa, Francisco Gomez Castro, Giselle Schmidt Alves Díaz Merino, and Eugenio Eugenio Andrés Díaz Merino. "Análise textual do conteúdo em websites e redes sociais com uma abordagem sistêmica para a Gestão Estratégica de Design na criação de nomes de marcas: um estudo de caso." In Systems & Design 2017. Universitat Politècnica València, 2017. http://dx.doi.org/10.4995/sd2017.2017.6652.

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Florianópolis possuí 15 centros universitários, cerca de 600 empresas de tecnologia e é considerada o quarto destino internacional de eventos no Brasil (ICCA). O interesse em inovação na cidade durante o mês de outubro é observável pelo elevado número de eventos que acontecem, podendo ser agrupados em três dimensões: tecnologia, ambiental e social. Embora sejam dimensões diferentes, todas procuram a reflexão, o aprendizado e o planejamento organizado ligado à inovação. Entretanto, esses eventos são organizados e comunicados individualmente, criando situações de concorrência direta entre eles.
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