...Applied Scientific Research www.textroad.com Brand Image: Past, Present and Future Muhammad Ehsan Malik1, Basharat Naeem2, Madiha Munawar3 1 Director, Institute of Business Administration (IBA)/Director General, Gujranwala Campus, University of the Punjab, Lahore (Pakistan) 2 Senior Research Officer, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan) 3 MBA Scholar (IBA, University of the Punjab), Lecturer, Punjab Group of Colleges ABSTRACT Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to measure brand image (Park, 1986). Later, associative network model was used to measure brand image. Researchers advanced...
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...THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE IN MALAYSIA BY ELHAG SIDDIG ELHAG ELHUSSEIN BBA113AQ570 SUPERVISED BY: PROF.HAJ.DR. S N YASSIN ALHEETY FACULTY OF FINANCE & ADMINISTRATIVE SCIENCES AL-MADINAH INTERNATIONAL UNIVERSITY SEPT 2014/1436H THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE IN MALAYSIA By ELHAG SIDDIG ELHAG ELHUSSEIN REF NO: BBA113AQ570 Supervised by: PROF.HAJ.DR. S N YASSIN ALHEETY Project Paper Submitted to the Department of Economics and Administrative Sciences of Faculty of Finance & Administrative Sciences Al-Madinah International University In Partial Fulfillment of the Requirements for the Degree of Bachelor of Business Administration CERTIFICATION OF PROJECT PAPER WORK Name of Student | ELHAG SIDDIG ELHAG ELHUSSEIN | Name of Supervisor | PROF.HAJ.DR. S N YASSIN ALHEETY | Faculty | Faculty of Finance & Administrative Sciences | Program | Bachelor of Business Administration (Hons) | I have seen and read the final draft of the above student’s project paper and, in accordance with the requirement of the faculty guidelines certify that: I am satisfied that this thesis, prima facie, is worthy of examination both in terms of its content and its technical presentation relative to the standards specified in the academic program rules for the degree. _______________________________________________________________________ __________________________ DECLARATION I hereby declare that, this dissertation...
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...Research Report Team Rana Moiz Rana (20132145) Mohammed Abo Agina (20132156) Yazan Abo Jawhar(20132172) Moustapha El Nadaf (20132132) Mcdonalds Research Report – Brand Image 1. Introduction – Background of McDonalds McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, potato chips and a slice of pie. By 1965 there were over 700 McDonalds restaurants spread throughout the United States. McDonalds has catapulted itself to the forefront of fast food service and marketed itself as a franchisor and by the end of 2010 80% of McDonald’s restaurants were franchised which has helped the company achieve yearly growth in both sales and customer visits. McDonalds in Qatar is 100% owned by Al Mana Group, and has been operational since December 13th 1995 and has since opened more than 27 different restaurants in a variety of locations from stand alone to mall kiosks. 1.1 Introduction – Reason for research This research report is prepared in order for McDonalds to maintain and improve a strong brand image in relation to other fast food restaurants, which has...
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...A study of the effects of brand image on consumer behaviour and brand equity Eddie Phun Foo Boon BA Hons (University Malaya) MBA (University Putra Malaysia) International Graduate School of Management Division of Business and Enterprise University of South Australia (UniSA) Submitted on this 10th November in the year 2004 for the partial requirements of the degree of Doctor of Business Administration UNIVERSITY OF SOUTH AUSTRALIA 31 A66 2.1JuJ LIBRARY. Doctor of Business Administration Portfolio Submission Form Name: Phun Foo Boon Student ID: 100008513 Dear Sir / Madam To the best of my knowledge, the portfolio contains all of the candidate's own work completed under my supervision, and is worthy of examination. I have approved for submission the portfolio that is being submitted for examination. Signed: D. Dymock iQuek Ai Hwa Assoc. Prof. Dr. Darryl Dymock / Assoc. Prof. Dr. Quek Ai Hwa 10 Nov 2004 Supported By: /I 51:c--- in_ Prof. David Richards Chair, IGSM Doctoral Board of Examiners DBA Portfolio Declaration I hereby declare that this portfolio submitted in partial fulfilment of the DBA degree is my own work and that all contributions from any other persons or sources are properly and duly cited. I further declare that it does not constitute any precious work whether published or otherwise. In making this declaration, I understand and acknowledge any breaches of the declaration constitute academic misconduct...
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...Course Title: Thesis Paper A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prepared For: Anisur Rahman ChowdhuryRoll-117, Section A18th batchDepartment of MarketingUniversity of Dhaka | Prepared By: Submission Date: 31 March, 2016 Letter of Transmittal March 30, 2016 Prof. Dr. Masudur Rahman Professor Department of Marketing University of Dhaka Subject: A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Dear Sir, This is an immense pleasure to submit my thesis paper on A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” as a partial fulfillment of BBA program. I hope this paper is informative and comprehensive as per your instruction. Here, I have worked with the consumer of “Horlicks” and tried to analyze their feedback to find out the impact of brand elements of “Horlicks & GlaxoSmithKline” on their purchase intention of Horlicks. Now, I am very grateful to you for your valuable supervision, precious time, effort and support throughout...
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...Brand Image in Cola Drinks CASE:Future Cola of Wahaha Group Co.Ltd,China Sun, Jianfei 2010 Laurea Leppävaara Laurea University of Applied Sciences Laurea Leppävaara Brand Image in Cola Drinks CASE: Future Cola of Wahaha Group Co.Ltd,China Jianfei Sun Degree Programme in Business Management Thesis April, 2010 Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing Abstract Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45 In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand image and find a solution on how to be a stronger brand in order to attract more potential customer. The theoretical context of this thesis lies in marketing management. The theoretical emphasis and framework is however in brand management: brand concepts, brand building and brand image. As the study is made in B2B environment the difference between B2B and consumer markets will be specified. The quantitative research...
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...DO SPORT TOURISM EVENTS HAVE A BRAND IMAGE? Kyriaki Kaplanidou Ph.D. Candidate Michigan State University Department of Community, Agriculture, Recreation and Resources Studies 131 Natural Resources Building East Lansing, MI 48824 kaplanid@msu.edu Christine Vogt Michigan State University Abstract.—Sport tourism events are used by destinations to enhance their image. The components of an event’s brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of brand associations featuring attributes, benefits, and attitudes toward the “product.” Understanding these brand associations will help determine those elements that constitute a sport tourism event’s image. This study aimed to measure a sport tourism event’s brand image associations from the participants’ perspective. The sport tourism event utilized in this research was an annual bicycling event in the state of Michigan. To explore the brand image associations bicyclists have about sport tourism events, two focus groups were used. The results revealed the image of a sport tourism event consists of mental imageries related to organization, environment, physical activity, socialization, fulfillment and emotions. Implications for both event and destination marketers are discussed. golf, jogging and hiking is booming (de Villier, 2001). For example, sport travel generated $2.4 billion spending in Canada while the total person-trips related to sport travel (over 80 km) was 11,982,000 in 2004...
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...advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase the competitors’ sales will be discussed...
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...PROPOSED TOPIC: Examining the influence of Brand Image on consumer buying behaviour. The Case of Apple I-PHONE in the UK. INTRODUCTION OF TOPIC: Nowadays firms in all segments are probing for a new foundation of sustaining competitive advantage because the competition in the marketplace is getting more rigorous. However brand image has stand as one of the powerful tool of gaining comparative advantage. It is certain that firms with powerful brand image make a momentous progress in the marketplace. A strong brand will project a picture of superiority of a firm’s product or service. Apple Inc is an American multinational corporation that market and design personal computers, electronics and computer software. Apple Inc was founded in April 1976 in Cupertino California by the late Steve Jobs. Apple Inc is the largest technology company in the word by profit and revenue. Apple Inc has built a reputation as a consistent and trustworthy electronic company. Apple aspires to become the world leader in electronics, computer software and personal computer. RATIONALE FOR THE TOPIC: The rationale for my topic holds on the fact that brand is becoming the tool for absolute advantage for business in the twenty-first century. It is a challenge for organisation to survive in the constant and fierce battle of brands in the wallets, heart and mind of consumers. Though this study was premeditated for a course work, it will go beyond the purpose, the result of this study will assist existing...
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...on BRS1, we offer a resit opportunity. To participate in the resit, you have to prepare the framework of a report about a research on corporate social responsiblity (CSR) , for a brand of your own choice. You as a researcher are being asked to research the company image (of the brand you choose yourself) in terms of CSR. The Resit assignment consists of 5 parts: 1. Choose a brand 2. Develop the research methodology a. Formulate the research problem b. Define the central research objective c. List the key concepts d. Design at least 4 research questions 3. Develop the table of contents of this report. The table of contents has to look like a professional table of contents. 4. Give a short summary of what you are going to describe in each chapter of your report. Don’t use more than 5 lines per chapter. 5. Give the bibliography in APA-style, with at least 3 relevant sources (wikipedia is not allowed). To be clear, you have to execute the 5 parts of the assignment, you do not have to write the whole research report. Start each part on a new page. You have to upload the assignment on DLWO before the deadline. The deadline for the resit is the 10th of January before 17.00 pm. If you participate in the resit, then the result for the resit will replace the results of the individual assignments. Resit assignment 1. Choosing a Brand for a research about Corporate Social Responsibility About (CSR) (CSR) is defined as the voluntary activities undertaken by a company...
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...Synopsis Course: Advance Quantitative Research Methodology Supervisor: Dr Shahid Iqbal Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi Seema Mumtaz Std 16655 Mphil (BM) Synopsis Proposed Research Topic: Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi Purposes/Aim: The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Karachi. Objective of the study: a) To explore the impact of brand image and advertisement on Consumer buying behavior b) To determine factors those are influencing consumers to purchase Branded lawn fabric. c) To find out the female buying behavior about branded lawn wear. Scope of Study: a) This research will help textile marketers and merchandisers in understanding consumers’ preferences about branded/designer lawn. b) Also this research will help textile marketers and merchandisers by providing the essential knowledge of the factors that influence females’ buying intention towards branded lawn fabric. c) This study will guide entrepreneurs...
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...showcase their distinctive image to the market. This paper assesses how authors present the concept of destination branding. This will also put a focus into various components of destination branding and how the components affect tourist decision making and overall experience. Moreover highlight the issues destination marketing organisations (DMOs) face with destination branding activities. A destination is identified as a geographical area such as a country, an island or a town that is chosen by a guest or visitor as a travel destination (Bieger, 2005; Buhalis, 2000). A brand defined by Wood (2000) is tailoring to the needs and wants of a target market using the marketing mix of product, price, place and promotion. Additionally, Aaker (1997) mentions further on the term “brand personality” which is human characteristics associated with a brand to serve symbolism and self-expression. In contrast, destination Branding is defined in a way that it dentifies and differentiates a destination by selecting a consistent brand elements mix”. (Qu et al, 2011) Brand image and brand personality are key components of brand loyalty and brand positioning. Although there has been several models to explain the two concepts, there is a strong focus that surrounds the relationship between the brand image and brand personality. Studies also show that destination image and destination personality are relatable to brand because at least two components of the destination image (affective and accessibility)...
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...3 The Effects of Marketing Mix Elements on Brand Equity* Edo Rajh** Abstract The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed. Keywords: brand equity, brand, strategic brand management, marketing mix JEL classification: M31 * This paper was originally published in Privredna kretanja i eknomska politika (Economic Trends and Economic Policy) No. 102, 2005, pp. 30-59. ** Edo Rajh, Research Associate, The Institute of Economics, Zagreb. Croatian Economic Survey 2005 53 1 Introduction The concept of brand equity was first introduced in marketing literature in the 1980’s. During the 90’s this topic received significant attention from both scientists and marketing practice, which resulted in a large number of articles and books...
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...Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Stephane Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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