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Brand success is considered as the most important capability of a company. Brands are identified by customers and are distinguished from rivals through their identities. In present study, it is tried to evaluate affecting factors on ETKA brand identity based on David Aaker's model. In terms of purpose, this is an applied study while it is a descriptive survey in terms of nature. Its population consists of customers in ETKA Chain Stores in Tehran. 420 questionnaires were distributed among customers to collect data. Data analysis by SEM and SmartPLS software indicated that brand attributes as product, person and organization associate with brand identity positively while brand as symbol has no impact on brand identity. Research findings play an influential role in expressing positive behaviors by customers which would finally lead into long term survival and profitability of the company.
International Journal of Innovation and Learning
Corporate brand identity measurement - an application to the services sector2016 •
The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the 'brand core'. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.
Information Management and Business Review
Brand Elements Lead to Brand Equity: Differentiate or Die2012 •
The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and heart. Brand is a combination of name, symbol or design, which creates a distinctive identity to consumers within a crowd of choices through its different brand elements. A distinctive or unique offering as well as get-up of a brand is the primary key of survival from the immature death in competition. Differentiating approach of different brand elements always cause a high level of brand awareness and familiarity among target consumers and later on individually or collectively, brand elements work as clue to consumers to recall and recognize the brand. Proper integration of both strong and weak brand elements of a brand contribute to brand equity, which has been focused here through some literature reviews.
Today, brandisoneofthebasic elementsofthebusiness,an essentialand integral part ofthe marketing strategy in the world economy, brands marketing is placed in the heart of the business and mostly, it " s hiddenvalue resides within the hearts and minds of customers, clients, and prospects thatattracts them. Besides selling the products, establishing a lasting relationship between the product and certain group of customer " s is the main purpose of each organization, the extraction of this stable interaction brings about a kind of commitment and customer loyalty toward the product. Brands with unique identity and targets, by providing tangible and friendly feature, are able to make a rich and beneficial relationship with customer " s and not only capture a part of their heart and mind, but also capture a part of consumer " s daily life. Therefore, the present study has been performed to examine the impact of brand identity on the development of customer loyalty toward the brand in the industry of mobile phone brands. In the present research, brands of mobile phones such as Nokia, Sony, Samsung, Sony Ericsson, HTC and GLXhave been selected to study as the statistical population and sample of the research of 385 persons in the chief (metropolis) city of Rasht. This research has been a Descriptive and Causal study and has been made through Field method. The data resulted from the questionnaire, has been examined by applying statistical tests proportional to research hypotheses using Spss and Lisrel software. The research findings indicate that all hypotheses were confirmed but hypotheses of relationship between brand identity and perceived value, customer satisfaction and confidence in brand through its identification. INTRODUCTION Today brandis one of the most important subjects of the marketing that is in front of all companies such as commercial firms and they are calculated as company's valuable assets economically and strategically. Over the last few years, researchers have concluded that the real value of products and services is not inside of the company's products and services,butratherin the mind of real and potential customer " sand this is the brand that creates the real value in customer " s minds. The American Marketing Association (AMA) defines a brand as 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 other sellers.David also says that brand is a symbolwhich haslinked with a large number of assets and mental liabilities(Dehdashti Shahrokhet al.,2012). The main purpose of each organization is tocreate a steady relationship and connection between the product and a particular group of customer " s,as well as selling its product, the extraction andjuice of this lasting relationship is led to a kind of commitment and loyalty toward the product (Mir and Ghafari, 2010). The study of existing theoretical literature in the field of consumer behavior indicates that brand loyalty has been raised as an important and effective concept and describessignificant part of consumer " sbehavior at the time of choosing and purchasing (Saeednia and Jamali, 2010).
Arte-factos para los estudios literarios
Estudios críticos animales2024 •
El campo de los estudios críticos animales reúne una cada vez más rica variedad de investigaciones abocadas al conocimiento de los animales no humanos, de las relaciones entre animales humanos y animales no humanos, y a la reflexión en torno de la animalidad humana. Es un espacio de trabajo que comprende y conecta un amplio rango de disciplinas enraizadas en las grandes áreas de las humanidades, las ciencias sociales, la biología y las ciencias cognitivas, y que procura, en términos generales, posicionar la llamada cuestión animal en el centro de los debates actuales. De este primer acercamiento se desprenden dos rasgos que caracterizan de modo general el trabajo de los especialistas: por un lado, la inscripción de los estudios en una tradición de pensamiento crítico y, por otro, el ineludible compromiso con una perspectiva transdisciplinar. Con respecto al primer rasgo, es importante destacar la filiación de los estudios críticos animales con una línea de pensamiento filosófico que cuestionó radicalmente el paradigma de la metafísica antropocéntrica. Friedrich Nietzsche, Martin Heidegger, Emmanuel Levinas, Gilles Deleuze y Jacques Derrida son algunos de los referentes fundamentales de esta línea de pensamiento de la filosofía continental en la que abrevan muchas de las investigaciones a las que haremos referencia. En cuanto al segundo rasgo, muchos de los investigadores ligados al campo comparten la hipótesis metodológica de que no es posible estudiar un fenómeno tan complejo desde un solo espacio disciplinar. Denuncian, asimismo, el carácter arbitrario y eminentemente político de las divisiones que establecen los límites entre las diversas disciplinas. Esta segunda particularidad de los estudios críticos animales se conecta de modo directo con la primera en tanto la organización de las disciplinas, la distinción de estas entre ?blandas? y ?duras? y las lógicas jerárquicas que las ordenan y rigen sus regímenes de verdad están estrechamente vinculadas con una concepción antropocéntrica del conocimiento, fundada en una idea de Hombre que ha sido radicalmente cuestionada.
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APRILIA EKA RISTIANA
MAKALAH MANAJEMEN LOGISTIK MEDIS DAN NON MEDIS "TRANSPORT"2024 •
Jurnal Manajemen Teori dan Terapan| Journal of Theory and Applied Management
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