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 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 (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 (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 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 (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 (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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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 intervjuats. Den empiriska data syftadetill att upptäcka hur restaurangerna använder sig av Instagram och vad tanken är bakom varjepublicerad bild. Detta jämfördes sedan med mottagarnas syn på bilderna och hur dettapåverkade restaurangens varumärkeskapital. Resultatet visade att en mängd olika orsakerpåverkar mottagarens perception av publicerade bilder. I många avseenden lyckasbildkommunikationen mellan sändare och mottagare, men specifika punkter gällande bildersutformning, motiv och känsla bör tas i åtanke. Den slutgiltiga analysen bidrar till en djupareförståelse för sambandet mellan bilder och hur det påverkar varumärket.<br>The use of social media to convey information in the form of images, continues to increaseevery year. Images are considered to deliver powerful messages, and on a smaller areacompared to text. However, it is difficult to precisely define how recipients perceivepublished images, as each person makes their own interpretation. According to the theories byAaker, everything that is broadcasted from a company affects its brand, making it difficult todetermine which images that should be used. In an attempt to connect the link between theimage, transmitters, receivers, and the brand, two restaurants and ten participants has beeninterviewed. The empirical data aimed to discover how restaurants use Instagram and the ideabehind each published image. This was then compared with the recipients' opinions regardingthe photos and how it affected the restaurant's brand equity. The result showed that a varietyof reasons affected the recipient's perception of published images. In many cases, the imagecommunication between the transmitter and the receiver works as intended, but specificreasons regarding the design, motives and feel of the images should be considered. The finalanalysis will contribute to a deeper understanding of the relationship between images and howit affects the brand.This thesis is written in Swedish.
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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. The findings of this study indicate that there are distinctive taxonomies for the celebrities' accounts (i.e. sincerity, competence, sophisticated, excitement, and ruggedness). This is compatible with the Aaker's Model. Moreover, the findings indicate that followers of the Instagram accounts (i.e. SMEs and fans) are motivated by the attitudes and behaviour of the account holders who reflects Ohanian criteria of credibility (i.e. expertise, attractiveness, and trustworthiness). Regarding practical contribution, this study has developed a new model to investigate the potential relationships between ads produced by different celebrity accounts and the audience motivations to purchase. The main limitation of this study relates to the inability to generalise the findings without undermining their trustworthiness.
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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 sitt varumärke nått stor framgång på dess marknad. Ett evenemangs varumärke är desto svårare att kontrollera då många intressenter är involverade, vilket försvårar arbetet med att skapa tydliga kärnvärden som kommuniceras ut till kunden.Studies syfte är att bidra med förstålse samt utforska om Aakers Brand Personality Scale som skapats för att synliggöra produkters personligheter även går att tillämpa för evenemang. Den kvalitativa undersökningen utgår ifrån Aakers Brand Personality Scales variabler och genomförande datainsamling i form av en fokusgrupp med åtta deltagare. Under fokusgruppen diskuterades tre svenska musikrelaterade evenemang, som deltagarna fick välja personlighetsegenskaper för. Utifrån vår studie kom vi fram till att man kan identifiera evenemangs personligheter med karaktäristiska egenskaper som gör varje evenemang unikt. Valet av egenskaper baserades på 1) sina egna upplevelser eller via media och andras upplevelser, 2) associationen till helheten eller olika delar av evenemanget, så som scen, ljud/ljus, staden, platsen, miljön såväl som besökaren. Med förståelse om varför man väljer egenskaper som man gör, upptäcktes en viss problematik med att applicera Aakers Brand Personality Scale på evenemang. Med instinkt om varumärkespersonlighet kan man sammanföra de delar av evenemanget som arrangören har kontroll över, så att de kommunicerar en tydligare image. Exempelvis kan varumärkespersonlighet användas i marknadsföring vilket kan bidra till skapandet av starkare personlighetsanknytning med besökare. Problematiken uppstår kring de okontrollerbara komponenterna som påverkar besökarna och som arrangören inte har möjlighet att styra i samma utsträckning. Med sin varumärkespersonlighet synlig blir arrangören däremot medveten om hur de uppfattas. Man kan således ta ställning till om de kontrollerbara såväl som de okontrollerbara delarna har egenskaper man vill bygga vidare på eller arbeta med att förminska. För användning av modellen krävs viss modifiering samt en förståelse för att evenemangs varumärkespersonlighet inte är fullt kontrollerbar.
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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 nivel de satisfacción que luego determina su lealtad hacia la marca. A partir de esta idea, el valor de marca se comprende como el efecto diferencial en la conducta del cliente, que es consecuencia directa de conocer la marca. Si bien este concepto es validado por distintos autores, al desarrollarse dentro de la mente de los clientes y consumidores no es posible aislar este factor y comprender qué proporción de la conducta de estos es únicamente efecto directo del valor de marca. Por tal razón, fue necesario utilizar un modelo de valor de marca que permita comprender este problema a través de distintas dimensiones, las que a su vez se evidenciaban a través de variables observables. El modelo seleccionado fue el de David Aaker, el cual divide al valor de marca en las dimensiones de conciencia de marca, asociaciones, calidad percibida y lealtad. Este modelo, a su vez, es desarrollado en una escala con variables observables por Yoo y Donthu; por lo cual, se utilizó la escala desarrollada por estos autores para medir las dimensiones del modelo de David Aaker. Así mismo, el modelo y la escala utilizados, si bien permitieron explicar el estado actual del valor de la marca Wong, no eran capaces de dar explicación a estos resultados; por ello, los investigadores adicionaron una segunda escala con dimensiones psicográficas para lograr un mayor nivel de análisis al valor de la marca y el comportamiento de los clientes. A partir de la valoración de la marca Wong se realizó un análisis de conglomerados para segmentar a los clientes de supermercados de Lima moderna y comprender los factores psicográficos que influyen en estos, que a su vez generaron el valor de marca que evidencian. De esta manera, se obtuvieron conclusiones respecto a la muestra y a cada segmento encontrado para finalmente ofrecer recomendaciones a la organización a partir de los resultados obtenidos.<br>Tesis
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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 realizada através de questionário aplicado a estudantes universitários de ambos os países. Os resultados encontrados demonstraram que existem importantes diferenças na percepção da personalidade da marca McDonald’s e dos valores dos consumidores no Brasil e no Peru. Além disso, também foram encontradas diferenças, em menor grau, entre as universidades de cada país. Por fim, sugestões para pesquisas futuras estão contempladas na dissertação.<br>This work discusses about perceptions on global brand’s personality and consumers’ values attached to it of from the perspective of two different cultures. This analysis is a significant contribution to marketing researchers and professionals, as it adds empirical evidence to the understanding of how global brands are perceived in two different cultural contexts. Specifically, the objective of this project was to identify perceptions toward the McDonalds’ brand personality and consumer values of Brazilians and Peruvians through the application of the scales of Brand Personality of Aaker (1997) and Values of Rokeach – RVS (1973). The research, then, was undertaken trough an instrument of collection, applied to Brazilian and Peruvian students. Results show that there are relevant differences on McDonalds’ brand personality perception and values between Brazilian and Peruvian consumers. In addition less important differences were also found among students across different universities in-country. Finally, suggestions for future researches are contemplated in the work.
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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 of 42 subjects was collected and analyzed. In addition, interviews were conducted with three Swedish companies, as well as an interview with the Swedish Chamber of Commerce in Lyon. Aaker’s (1997) Big Five model was used in the analysis. Conclusions:    The study demonstrated the brand identities and brand images of the companies. A brand gap is widely present. Aaker’s (1997) model had to be modified and includes new dimensions and traits. Country-of-origin (COO) plays a role in 100% of the consumers’ perception and purchasing process. COO bias, ethnocentrism and animosity are present and play a role in the 42 consumers’ attitudes and purchase decisions in Rhone-Alps. Men      and women have different attitudes and degree of ethnocentrism towards the effect of country-of-origin (COE).
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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 contain：「symbol」、「base of authority」、「functional benefits」、「emotional benefits」、「personality」 and「ideal customer image」, which can be applied to setting the brand image and can check if there are knowing gaps between company’s orientated brand image and customers’ identification。This study uses 「brand identity factors」to set up 「customer-based brand equity」 as an idea frame for the basic development quantity table, and selects some national brands of western wedding cakes as the study range to testify the quantity tables listed in this study. The result of this study shows both the credit and effective value of quantity table are good. The model test result of 「brand identification factors」and 「customer-based brand equity」shows that the conception frame based on 「brand identity factors honeycomb model」 of every factor for「brand identification factors」has the positive effect toward the 「brand association」、「brand awareness」、「perceived quality」under 「customer-based brand equity」。Keller only takes「visual identity」on behalf of the whole「visual identity」， but Aaker’s「brand identity factors honeycomb model」adds contrast between「mind identity」and 「behavior identity」( three systems of「visual identity」、「mind identity」and 「behavior identity」) 。 This study suggests 「brand identification factors honeycomb model」may add the factor of「service behavior」, which will increase the integrity for the combination of 「brand identification factors」. This means that a company may add「brand core value」as a part of their organization and employees. 「brand identity factors」shall be set by company, customers and employees。
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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 customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.
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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. Em alguns casos, essa concorrência gera problemas na sustentabilidade financeira, por falta de participantes, ou apenas repetição dos participantes, por falta de visibilidade. Essa situação enfraquece a experiência do visitante e gera uma visão da cidade bem menos diversa em alternativas de conhecimento. Florianópolis possuí potencial de cidade criativa, a qual promove a revitalização cultural, a atração de indivíduos criativos, o estímulo da participação social e apoio financeiro às indústrias culturais e áreas afins. Esse conceito está baseado na economia criativa, que se assenta sobre a relação entre a criatividade, o simbólico e a economia (HOWKINS, 2002). O desenvolvimento das atividades de lazer e de uma imagem local, assim como salientar as características culturais e experienciais do lugar, resulta em especial interesse na gestão estratégica comunicacional da cidade. O objetivo desse artigo é o levantamento das características e atributos para a criação de um nome e valores de marca que considere todos os agentes envolvidos nos eventos de inovação em Florianópolis. A perspectiva da pesquisa foi baseada na teoria fundamentada com uma abordagem sistêmica, e na sua classificação: aplicada por sua natureza, qualitativa pela forma de abordagem, exploratória por seus objetivos e um estudo de casos pelos procedimentos técnicos. Os objetos pesquisados foram os websites e as redes sociais dos eventos do estudo. Os métodos de análise foram: análises webométricas, para medir o fator de impacto não world wide web dos websites de estudo; análise textual do conteúdo por meio de nuvens de palavras e um análise de redes (ARS) dos sites de redes sociais dos websites de estudo. O tipo de amostra do foi intencional: por intensidade e conveniência (FRAGOSO, RECUERO, AMARAL, 2011). Os resultados obtidos propõem uma série de características, valores e atributos para a criação do nome da marca baseado no conceito de inovação desenvolvido na cidade de Florianópolis e organizados nas dimensões: social, ambiental e tecnológico mapeadas no início da pesquisa.Palavras-chave: Abordagem Sistêmica, Naming, Gestão de Design, Cidades Criativas, Design sistêmico. Referências AAKER, D. Construindo marcas fortes. Porto Alegre: Bookman, 2007. ANDRADE, A. L. et al. Pensamento sistêmico: caderno de campo: o desafio das mudanças sustentada nas organizações e na sociedade. Porto Alegre: Bookman, 2006. BERRY, L.L. Big ideas in Service Marketing. Journal of Services Marketing, 1(1), 5-9, 1987. BERTALANFFY, L. Von. Teoria geral dos sistemas. 3.ed. Petrópolis: Vozes, 2008. BEST, K. Fundamentos de Gestão do Design. Porto Alegre: Bookman, 2012. Tradução: André de Godoy Vieira. CARDOSO, R. Design para um mundo complexo. São Paulo: Cosac Naify, 2013. FEDERAÇÃO DAS INDÚSTRIAS DO RIO DE JANEIRO (FIRJAN). Mapeamento da Indústria Criativa no Brasil. [2014]. Disponível em: &amp;lt;http://www. rjan.org.br/economiacriativa/pages/default.aspx&amp;gt;. Acesso em: 4 jun. 2015. FLORIDA, R. A Ascensão da Classe Criativa – e seu papel na transformação do trabalho, do lazer, da comunidade do cotidiano. Porto Alegre: L&amp;amp;PM Editores, 2011. FRAGOSO, S.; RECUERO, R. e AMARAL, A. Métodos de pesquisa para internet. Porto Alegre: Sulina, 239 p., 2011. HOWKINS, J. The creative Economy – how people make money from ideas. Londres: Penguin Books, 2007. KOTLER, P; ARMSTRONG, G. Princípios de Marketing. Tradução: Vera Whately, revisão técnica: Roberto Meireles Pinheiro. 7.ed. Rio de janeiro: LTC, 1999. Landry, C. The Creative City. London: Earthscan/Comedia, 2001. MARTINS, R. F. de F. e MERINO, E. A. D. Gestão de Design como Estratégia Organizacional. 2a. ed. Londrina: EDUEL, 2011. MOZOTA, B. B. de. Gestão do design: usando o design para construir valor de marca e inovação corporativa. Porto Alegre: Bookman, 2011. ONU, UNCTAD. Creative economy report 2013 special edition. UN, 2013. SILVA, Carina Scandolara da. Abordagem sistêmica com foco na gestão de design sustentável: o caso Nuovo Design. Florianópolis, 2012. 147 p. Dissertação (Mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão. Programa de Pós-Graduação em Design e Expressão Gráfica Disponível em: &amp;lt;http://www.tede.ufsc.br/teses/PGDE0037-D.pdf&amp;gt; UNCTAD. The Creative Economy Report, 2010.WHEELER, A. Design de identidade da marca: Guia essencial para toda a equipe de Gestão de marcas. 3. ed. Porto Alegre: Bookman. 319 p, 2012.
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