It requires consumers to correctly generate the brand from memory when given a relevant cue. The salience of a brand will decide if it is recalled at a key time in the purchasing process.
It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Social image is defined as the consumer’s perception of the esteem in which the consumer’s social group holds the brand.
Perceived value value appeared in several brand equity models (feldwick 1996) define perceived value as the perceived brand utility relative to its costs. And more to the place where people perceive the brand’s country of origin to be.
While this study focus on the customer based is the consumers’ perception of the overall superiority of a product carrying that brand name when compared to other brands. Corporate social responsibility (csr) must be mentioned as another concept that is influencing the development of brands nowadays.
Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. Brand recall: brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category.
Framework for measuring customer-based brand equity aaker (1991) defines brand equity as the value that consumers associate with a brand. Nj: lawrence erlbaum r benefits and it may be high or low and positive or negative depending on the two brands involved in the comparison.
Other marketing literatures (ries and trout 1985) also stress the importance of the distinctive character of brand positioning in contributing to the success of a brand. Of literature on brand awarenessuploaded by ssj_renukarelated interestsbrandconsumer behaviourcustomer satisfactioncorporate social responsibilitybehaviorrating and stats0.
Using free association to examine the relationship between the characteristics of brand associations and brand equity”. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall.
Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very t associations and organizational associations. The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty”.
In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged there have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. Country of origin in the proposed framework referred to the brand’s country of origin.
Trustworthiness brand equity models (lassar 1995) regard trustworthiness of a product as an important attribute in assessing the strengths of a brand. Consumers place high value in the brands that they programs that lies behind the brand.
1)document actionsdownloadshare or embed documentembeddescription: literature reviewview moreliterature reviewcopyright: attribution non-commercial (by-nc)download as docx, pdf, txt or read online from scribdflag for inappropriate contentreview of literaturereview of literature shows the previous studies carried out by the researcher in this field. The american marketing association (ama) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” brand equity (rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer.
It is a measure of the percentage of the target market that is aware of a brand name. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good.
The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (farquhar, 1991). A brand should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioural loyalty).
Non-functional attributes include symbolic attributes (farquhar & herr 1993) which are the intangible features that meet consumers’ needs for social approval. It requires that consumers can correctly discriminate the brand as having been previously seen or heard.