Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The purpose of research is to develop a comprehensive model by measuring the influence of product
quality, price and brand image on customer satisfaction through purchasing decisions. The research applies a
descriptive research design using survey methods. Sampling technique uses convinient sampling. Research data
processing uses the structural equation modeling
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory Building brand awareness is essential for building brand equity. It includes use of various renowned channels of promotion such as advertising, word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create reliable brand image, slogans and taglines. The brand message to be communicated should also be consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are recognized during the process of selection and purchase of consumer brands. The purpose of this article is to understand the role of consumer loyalty in relation to the purchase and consumption of brands within the modern channel through a review of the literature, in order to generate a reflective framework at the level of the retail sector.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The purpose of research is to develop a comprehensive model by measuring the influence of product
quality, price and brand image on customer satisfaction through purchasing decisions. The research applies a
descriptive research design using survey methods. Sampling technique uses convinient sampling. Research data
processing uses the structural equation modeling
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory Building brand awareness is essential for building brand equity. It includes use of various renowned channels of promotion such as advertising, word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create reliable brand image, slogans and taglines. The brand message to be communicated should also be consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are recognized during the process of selection and purchase of consumer brands. The purpose of this article is to understand the role of consumer loyalty in relation to the purchase and consumption of brands within the modern channel through a review of the literature, in order to generate a reflective framework at the level of the retail sector.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
This paper investigate the relationship between word of mouth dimensions volume,
valance and source type with customer based brand equity dimensions brand awareness,
brand image, perceived quality and brand loyalty. Study is conducted in Islamabad
Pakistan on Five GSM companies working in Pakistan. Structural questioning model was
used in methodology. Our study revealed that volume and valance has significant impact
on CBBE while source type relation is not significant.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
MODELING THE BRAND IMAGE OF COSMETICS AND ITS IMPACT ON CUSTOMER SATISFACTION...IAEME Publication
The research made an attempt to evaluate the impact of brand image of face cream on the customer satisfaction and the loyalty intention of the customer. The study addresses the following issues. What is brand image? How brand image, impacts the customer satisfaction and loyalty intention? Is brand image and customer satisfaction are correlated? These are the major research issues. Hence the researcher undertook a scientific enquiry to evaluate the brand image of face cream and it is impact on satisfaction and loyalty intention of the customer located in Trichy city.
Exploring trends of tourism demand from the past is essential in measuring the different tourism movement volatility which occurred either nature or man-made. This study analyzes the volatility of tourism demand by data mining tourist numbers arriving in Hong Kong from 1999 to 2010. Eight different markets will be examined, both short haul and long haul, to compare and contrast the characteristic tourist profile and the behavior and attitude changes of each market according to the volume of visitors that come to Hong Kong. There have been significant changes over the past 12 years in different countries with some positive and negative impacts from natural disasters, an economic crisis and mega-events. This paper will compare and contrast different markets and analyze the tourism demand with regards to volatility in relation to the profile characteristics, spending pattern behaviors with tourist’s satisfaction level.
Supply Chain Efficiency Evaluation: A Contemporary Theoretical ModelWorld-Academic Journal
Supply chain management has gained a prodigious amount of attention from both practitioners and industriessince the last decade. Until now, there are many articles, and dissertations that address supply chain management, but there is still a lack of integration between the current efficiency evaluation methods and practical requisites for the supply chain management. A contemporary efficiency evaluation method is proposed to provide necessary support for efficiency improvement in supply chain management. The proposed method will address this aim in the following main aspects: a basic supply chain model; concrete and unconcrete efficiency measurement in various dimensions; a cross-organizational efficiency evaluation; and weighted average and fuzzy set theory method.
Exposure to solar radiation can have positive effects on the human body, but it can also cause damages and melanoma is the most significant among those. The aim of the present study was to gather information about the effects of solar radiation on the human body and to update available knowledge in accordance with new international data. A systematic literature review took place and included both Greek and international books, articles, studies and related papers on the internet (PubMed, Cinahl, Scopus and Iatrotek databases), published from 1998 to this day. Dissertations and “gray literature” (e.g. conference proceedings) were not included in this study. The following terms (“Ultraviolet radiation, skin cancer, sun, sun exposure, electromagnetic spectrum, conjunctiva, cataract, squamous cell cancer , basal cell cancer, cutaneous melanoma”) were used as key-words. UVR may have an impact on the human body according to wavelength. UVA and UVB exposure may cause photoaging and sunburns, and UVC may induce DNA mutations leading to skin cancer. Ozone is the main protective mechanism since it absorbs most of UVR. Ozone layer depletion in the last decades has lead to increased rates of sun-related damages. Most significant damages include cataract and skin damages such as photoaging and skin cancers. Among skin cancers, melanoma has the highest incidence in ever younger ages reducing life expectancy.
A good part of the international literature focuses on primary prevention measures and interventions that include mole monitoring.
Sustainability of Microfinance: A Case of Tea SACCOs in Kericho, Buret and Bo...World-Academic Journal
Tea SACCOs are tea based rural SACCOs formed by tea growers, whose functions are to keep member’s savings in form of shares, savings accounts and deposit accounts among others. Little is known about the factors influencing financial sustainability of Tea SACCOs. The study covered all six Tea SACCOs in Kericho, Bomet and Buret districts in the Rift valley province of Kenya. Analysis involved evaluating growth in net worth, administrative efficiency, loan portfolio quality, staff productivity and transaction costs. The study found that the growth of net assets had been on the decline over the years, loan portfolio was poor and default rates were high. According to the indicators evaluated, Tea SACCOs had not yet reached their full potential in outreach and that high transaction costs hindered their financial sustainability.
Studies and mechanical tries regarding the cutting process by punching of the...World-Academic Journal
In this paper we analyzed in first part on a virtual model made in SolidWorks, mechanical stresses occurring in the mechanism for cutting the dressing, determining optimal cutting force and in second part, on physical model built I determined, using specialized measuring devices, cutting forces. This paper is intended as an analysis of the technical solutions adopted in virtual construction phase by the physical model based on achieved results.
In this paper, the impact of stock market reforms is analyzed on foreign portfolio investment. Time series data is collected on these variables and correlation and regression test is applied on this data. E-views version 7 is used to analyze the data. Correlation shows positive relationship between variable which suggest that reforms are deriving factors of foreign investment. Results show the positive relationship between SMR and FPI.
Lean thinking literature review and suggestions for future researchWorld-Academic Journal
The research provides a literature overview from a timespan of more than 60 years with articles historically and thematically organized about the application of “Lean thinking” (LT) concept and the main research findings through different industries. Lean thinking is an important but yet still under researched aspect of strategic management. By collecting research records from ISI web of knowledge naming directly the lean thinking issue; 34 Web of science records, 10 Medline records and 2 Chinese citation database records were found. Results show that the main focus areas on lean thinking researches are mainly applied in health care industry (with the 48% of the collected records) followed by manufacturing industry (17%), construction (10%), product development (7%), training and education (7%) and supply chain (2%). Other industries (9%) are also starting to apply lean thinking philosophy according to the particularities of their domain. We find research gaps and provide directions for further investigation.
Sustainability of Microfinance: A Case of Tea SACCOs in Kericho, Buret and Bo...World-Academic Journal
Tea SACCOs are tea based rural SACCOs formed by tea growers, whose functions are to keep member’s savings in form of shares, savings accounts and deposit accounts among others. Little is known about the factors influencing financial sustainability of Tea SACCOs. The study covered all six Tea SACCOs in Kericho, Bomet and Buret districts in the Rift valley province of Kenya. Analysis involved evaluating growth in net worth, administrative efficiency, loan portfolio quality, staff productivity and transaction costs. The study found that the growth of net assets had been on the decline over the years, loan portfolio was poor and default rates were high. According to the indicators evaluated, Tea SACCOs had not yet reached their full potential in outreach and that high transaction costs hindered their financial sustainability.
International Inter-institutional Partnerships in Higher Tourism Education: ...World-Academic Journal
Though internationalization of higher education is now well documented in the developed nations, there is a dearth of literature in this area in Africa. In Kenya, the few studies available focus on inter-institutional partnerships between higher institutions of learning offering tourism education and so little is known about these partnerships. And yet Kenya being a leading tourist destination in Africa, it has increased engagements with other parts of the world including academic partnerships motivated by its position in tourism. Consequently, Kenyan universities have introduced academic programs in tourism and hospitality which are now attracting more inter-institutional partnerships. Using the case of Moi University, this study seeks to establish the extent to which staff and student exchanges resulting from these partnerships serve the interest of the collaborating departments in Kenyan universities.
La théorie des jeux et de la décision en présence d’asymétrie d’information d...World-Academic Journal
Les relations au sein de l’entreprise tendent à se complexifier depuis quelques années. L’ouverture internationale multiplie en effet le nombre d’incitations entre les différents agents qui constituent la base relationnelle de l’entreprise. Cette dernière peut donc s’appréhender comme un nœud vers lequel les liaisons convergent et ou chaque relation (Entreprise/Actionnaires ; Entreprise/Clients ; Entreprise/Salariés ; Entreprise/Fournisseurs ; Entreprise/Banques…)
Cet article s’inscrit dans le contexte actuel ou les PME ne pouvant s’autofinancer et n’ayant pas accès au marché financier, restent fortement dépendantes des banques. Nous montrons dans le cadre d’une revue de la littérature, l’importance du financement de la PME par les banques sur les marchés du crédit. En effet, elles rencontrent des difficultés du fait de leur petite taille. Ce qui conduit à l’asymétrie d’information et le problème d’anti-sélection et d’incitation contraire qui amènent les banques a une mauvaise appréciation du risque PME.
Pour améliorer sa structure d’information sur la PME, la banque peut utiliser la méthode prêt-observation dans l’optique d’observer les signaux dégager sur son niveau d’effort. C’est le principe Bayésien qui permettra d’améliorer sa structure d’information sur la PME et de fait,s’engager à offrir des contrats aux meilleurs conditions et de limiter les situations d’asymétries d’informations ex post et le rationnement du crédit qui en découle.
Activation of Spent Bleaching Earth for Dehumidification Application World-Academic Journal
To circumvent the current pollution-prone disposal of the spent bleaching earth (SBE), an experimental program was conducted to recover the waste SBE and to use it for air dehumidification application. Waste SBE was obtained from the damping site of the oil industry, and the entrained oil was recovered via hexane extraction while the remaining hydrocarbons were oxidized with 30% H2O2 and heat at 550 oC. This reactivation procedure affords oil useful in other ole-chemical applications and active SBE for air dehumidification. For the purpose of adsorbent development, SBE regeneration was found to follow two routes, solvent extraction followed by oxidation using 30% H2O2 which retains the elasticity of the clay crucial in molding the adsorbents and thermal processing at 550 oC after molding. Experiments were carried out in batch system, and the effects of parameters including, activation temperature, contact time, The sorption characteristic of the adsorbent established two peaks when activated at 550 oC and 650 0C with a capacity of 27.07 and 26.63% respectively. The regenerated SBE proved to be a promising adsorbent for moisture since its sorption capacity was higher than that of clay (15%) which is commonly used as commercial desiccant.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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The Significant Dimensions of Customer-Based Brand Equity
1. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
International Journal of Marketing Research
JUNE 2013 VOL.1, No,4
The Significant Dimensions of Customer-Based
Brand Equity
Isaac Twum Asare
Glorious Sun School of Business and Management, Donghua University
West Yan An Road 1882
Accepted 15 June 2013
Abstract
Customer-based brand equity has many dimensions, however a general acceptance as to which
dimensions to use when measuring customer-based brand equity has not being decided. This study
reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand
equity and sum up the main or significant customer-based brand equity. The findings indicate that it is
empirical difficult differentiating between brand awareness and brand association.
Keywords: customer-based brand equity, brand association, brand awareness
1. Introduction
In today’s competitive business environment, brand equity has been one of the core issues in most
marketing research since it has found to create value for both the firm and the customer (Aaker, 1991).
Value to the firm by enhancing efficiency and effectiveness of marketing programs, brand loyalty,
price premiums, brand extensions, trade leverage, etc. and value to the customer via enhanced
information interpretation and processing purchase decision confidence and satisfaction.
Brand Equity has many definitions and forms. Various authors are of the same notion that brand
equity can be created, maintained and intensified by strengthening one of its dimensions (Villarejo and
Sanchez-Franco, 2005). A brand with high quality perceptions, that customers have a strong and
positive associations related to and are loyal to is said to have high brand equity (Yoo, Donthu and Lee,
2000).
Yoo, Donthu and Lee (2000) define brand equity as the difference in consumer choice between the
focal branded product and an unbranded product given the same level of product features. Aaker (1991,
1996) proposes that brand equity is a multidimensional concept consisting of brand loyalty, brand
awareness, perceived quality, brand associations and other proprietary brand assets. The fifth brand asset,
other proprietary brand assets consists of patents, trademarks, etc and not too relevant in customer-based
brand equity. Therefore, we will not consider this in the dimensions of customer-based brand equity.
Keller (1993) however suggests brand knowledge, consisting brand awareness and brand image. Lasser,
Mittal and Sharma (1995) suggest brand equity is based on five underlying dimensions: performance,
value, social image, trustworthiness and commitment, whereas Srivastava and Shocker (1991) view
brand equity as consisting two components-brand strength and brand value. Over the years, Keller’s and
Aaker’s concepts have been the most used concepts in many academic research articles. A critical study
of these two models reveals Keller’s model is a subset of Aaker’s model.
This paper reviews scholarly articles in brand equity and from their findings draws a conclusion on
the main customer-based brand equity dimensions that really captures the brand equity or value a
branded product has over unbranded product. Since the main focus of the article is on the dimensions
of brand equity, less will be discussed about the antecedents (marketing activities) of brand equity. In
other words, these selected articles empirical results will be reviewed and analyzed, and the main
dimensions of brand equity will be made.
This paper begins with a revision of the brand equity dimensions of Aaker and Keller. Which items to to
capture the outlined dimensions will not be dealt with in this study. Next, the main dimensions will be
deducted from their models, which will be followed by articles that supports these main/significant
dimensions which are Brand Awareness/Association (Brand Knowledge), Perceived Quality and
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2. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
Brand Loyalty.
Brand Awareness with Association: Brand awareness relates to the likelihood that a brand name
easily comes to the mind of a consumer and it consists of brand recognition and brand recall (Keller,
1993). Similarly, Aaker (1991) defines brand awareness as the ability of a consumer to recognize or
recall that a brand is a member of a product category. In building brand equity, the first step is to create
brand awareness. It plays a critical role in consumer decision making for three major reasons: “It is
important that consumers think of a brand when they think about the product category, brand awareness
can affect decisions about brands in the consideration set, even if there are essentially no other brand
associations and brand awareness affects consumer decision making by influencing the formation and
strength of brand associations in the brand image”. Brand awareness is measured through brand
recognition and recall (Aaker, 1996; Keller, 2003)
Aaker (1991) defines brand association as “anything linked in memory to a brand”. Keller beliefs brand
association (or brand image, a dimension of brand knowledge) which are held in the minds of
consumers are the other informational nodes connected to the to the brand node in memory. The
meaning of the brand is stored in these consumers’ nodes in memory. Purchasing decisions are made
based on the images formed through brand associations and are related to a series of tangible and
intangible attributes associated with the brand (Villarejo and Sanchez-Franco, 2005). Brand associations
are very important to marketers (differentiation, positioning and brand extensions to create positive
attitudes and feelings towards the brand) and consumers (processing, organizing and information
retrieve to aid in making purchase decision) (Low and Lamb Jnr., 2000). Brand Association is closely
related to brand awareness since both brand equity dimensions arise from the consumer-brand contact
(Aaker, 1991) and are reported to precede perceived quality and brand loyalty in the hierarchy of effects
model (Levidge and Steiner, 1961).
These two dimensions (brand awareness and brand association) are highly correlated but not
synonymous since one can be aware of a brand without having any strong links in memory (Washburn
and Plank, 2002).
Perceived Quality: This is based on consumer’s subjective evaluations of a product’s quality. Zeithaml
(1988) defines perceived quality as the “consumer’s judgments about a products overall excellence or
superiority”. A consumer’s personal experience with a product, unique needs and expectations,
consumption condition may influence the consumer’s judgments of the product quality (Yoo, Donthu
and Lee, 2001). Perceived quality can also be seen as the quality perception of consumers comparing a
products quality or superiority of the product or service with respect to its intended purpose, relative to
alternative. A products performance, features, reliability, durability, serviceability are some factors that
influence its perceived quality. Perceived quality is regarded as a core Customer-Based Brand Equity
construct because of its association with the willingness to pay a price premium, intention to purchase a
brand and choice of brand (Netemeyer et. al, 2004). Brand equity is positively related to perceived
quality but that a high perceived quality does not necessarily mean high brand equity (Yoo, et al, 2001).
Brand loyalty: Creativity, building and maintaining brand loyalty has been an important issue for
most marketers in establishing sustainable competitive advantage. Brand loyalty, a reflection of brand
equity refers to the tendency to be committed to a focal brand demonstrated through the intention of
purchasing that brand as a primary choice (Oliver, 1997). Routine purchase of a brand without
switching to other brand is referred to as brand loyalty. This brand equity dimension is composed of two
different components; attitudinal (which includes cognitive, affective and behavioral intent dimensions)
and behavioral (repeat buying behavior) (Dick and Bass, 1994, Taylor et.al, 2004). This dimension plays
an outstanding role in creating brand equity. (Aaker, 1991; Grover and Srinivasan, 1992). There are
different levels of brand loyalty. Trust plays a vital role in augmenting both behavioral and attitudinal
loyalty which makes consumers purchase a brand routinely and resist switching to another brand.
2. Literature Review
As stated earlier, the main/significant dimensions of brand equity are Brand Awareness/Association
(Brand Knowledge), Perceived Quality and Brand Loyalty. Developing the right items to measure these
three significant dimensions, the brand equity of a product can be well captured.
We begin by reviewing Yoo, Donthu and Lee (2000) paper, where they researched into how
marketing activities can increase and decrease brand equity. They employed perceived quality, brand
loyalty and brand awareness with strong associations as common dimensions of brand equity in their
research. They suggest by strengthening the dimensions of brand equity, brand equity can be created
maintained, and expanded. Villajero and Sanchez-Franco (2005) also agree with Yoo et al. (2000) that
brand equity can be created, maintained and intensified by strengthening one of its dimensions.
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3. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
Data from 569 respondents for twelve brands covering three product categories (athletic shoes,
camera film, and color television) were collected. Reliability and confirmatory analysis were performed
and was followed by Structural Equation Model (SEM). Exploratory and Confirmatory Factor analysis
resulted in only three brand equity dimensions (perceived quality, brand loyalty and brand awareness
with strong associations) and these were used as the endogenous mediating constructs which were
related to the last endogenous construct, overall brand equity in their SEM. Structural equation model
was used to estimate the parameters of their model. In their SEM results, brand equity was positively
related to perceived quality, brand loyalty and brand associations with awareness.
Yoo, Donthu and Lee (2000) analysis revealed that there are two types of marketing managerial
effort; brand building (high advertising, high price, high distribution through retailers with good store
image) and brand harming (frequent use of price promotion). They presented some limitations of their
research but the prominent one is looking at the interaction among the marketing efforts and how they
affect the brand equity through the dimensions.
To further support that brand knowledge, perceived quality and brand loyalty are the significant
dimensions of brand equity, Yoo and Donthu (2001) article titled “Developing and Validating a
Multidimensional Consumer-Based Brand Equity Scaled was reviewed.” This paper was selected to
show that these three dimensions can be used in cross cultural brand equity studies. Using the same
product category in their previous paper (Yoo et. al, 2000), due to its familiarity, difference in price
range, frequency of purchase, product involvement, consumption situation, they used an etic approach
in developing brand equity measure. The researchers analyzed data from a total of 1530 eligible
responses (633 Koreans, 320 Korean Americans and 577 Americans) on three levels: an individual
analysis (to determine common items across samples); a multi-group analysis to examine factorial
invariance; and an individual-level multicultural factor analysis (pooled analysis).
Reliability analysis were significant in all four brand dimensions (Aaker, 1991) however,
exploratory factor analysis resulted in three dimensions because of the inseparability of brand awareness
and brand association. Further confirmatory analysis supported the three-dimension model (model
comprised brand loyalty, perceived quality and brand awareness/association). The χ2 fit index for the
three-dimension model was better than any of the other model. Other values of fit (χ2 fit index,
goodness of fit index, comparative fit index, etc) were all significant in the three-dimension model.
The three-dimension model was then used for the multi group analysis then followed by the pooled
analysis.
Results from the pooled failed to produce the expected four dimensions of brand equity due to lack
of discriminant validity between brand awareness and associations. The three-dimension showed a
better fit (χ2 d.f=32=326.19, see Yoo and Donthu, 2001, pp.9).
Table 1: Intercorrelations among Brand dimensions
Source: B. Yoo and N. Donthu (2001), pg 8
To buttress the three-model dimension, Washburn and Plank (2002) paper was examined. The
reason for selecting this paper is to demonstrate that other product categories apart from what Yoo et. al,
(2000;2001) used in their research as well as co-branding can also be measured using these three brand
equity dimensions. Washburn and Plank investigated empirically the psychometric properties of Yoo
and Donthu’s (1997, 2001) customer-based brand equity scale within the context of a co-branding study.
Their analysis examined consumer-based brand equity in the context of co-branded products and
focused on the brand equity scale and its properties, not on the effects of co-branding. Due to this
purpose, they utilized the same scales as Yoo and Donthu (1997), questions used were identical but were
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4. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
evaluated on a seven point rather than the five –point response scale employed by Yoo and Donthu.
Using the CALIS procedure in SAS, both the four-factor and three factor models were analyzed on the
six samples (potato chip/barbecue sauce, towel/disinfectant, high equity, low equity and mixed
co-brands in both product classes, and combination of all brands) in their research. Their results
supported Yoo and Donthu’s that groups together brand awareness and brand association forming one
dimension called brand knowledge.
Furthermore, Gil et. al (2007) study results on the role played by the family on consumer-based
brand equity is examined. Their analysis was divided into three sections: effects of the information
provided by both family and firm through its marketing actions (they selected advertising, price and
promotion); relationships between dimensions of brand equity; and the relationship between each
dimension and overall brand equity. Random data were gathered from 360 young adults aged between
18 and 35 years from a major city in Spain for their empirical work. The highest and lowest brands
familiar to the sample in the three product categories (olive oil, toothpaste and milk) were selected and
used in their research. The reliability and dimensionality of the scales were tested and results were
above the values generally accepted. This was followed by confirmatory analysis of the scales through
the EQS software to study convergent and discriminant validity. Regarding convergent validity criteria,
items with factor loadings below 0.5 were removed. However discriminant validity results for
awareness and associations intervals contained the value 1. They considered two alternatives; joint
dimension and establishing a second order structure. Results indicated that joint dimension of brand
awareness and brand association, on the whole had a better fit. The three-dimension model was then
employed in the rest of their research in which they concluded that positive brand information by the
family has an important influence on brand equity formation process.
Steve Hoeffler and Kevin Keller (2002) describe six means by which corporate societal marketing
(CSM) programs can build brand equity and among the six is building brand awareness, which they
refer to the customer’s ability to recall and recognize the brand. They further states that brand awareness
also involves linking the brand (brand name, logo, symbol) to certain associations in memory. It can be
concluded that brand awareness and brand association are very highly correlated. They distinguish
brand awareness into two key dimensions; breadth and depth. From this perspective, the breadth can be
considered as being aware of the brand (example ikea) and the depth as linking the brand to certain
association (linking ikea to family). Consumers first need to be aware of a product before strong,
favorable and unique associations are created in their minds. These two actions often happen at the same
time but the level of association will determine how easily a brand is recognized or recalled from
memory.
Brand awareness is a fundamental attribute of customer brand equity. Macdonald and Sharp (2003)
describes it as being the essential for the communications process to occur as it precedes all brand
dimensions. Further, it is the vital step in creating brand association in memory with the brand and this
conceptualization has been suggested by other authors. In their study, the objective was to determine the
understanding level of brand awareness amongst marketing practitioners and how they use it to measure
the effect of their marketing activities. Their results show that a majority of marketing managers have
limited knowledge about brand awareness and how to measure it and often use sales figures to measure
brand awareness. They concluded that determining the breadth (in line with Hoeffler and Keller, 2002)
of brand’s awareness is quite easy, measuring the depth (nodes in memory which allows brand
information to be anchored to it-brand association) is extremely difficult. Macdonald and Sharp (2003)
final statements expresses the salience of a brand in the consumer’s mind (which involves both brand
awareness and brand association) as the most important factor in mature markets.
Table 2: Brand Awareness related researches
Joint Dimension of Brand Awareness and Brand
Association findings with other Brand
Author
Dimensions
Brand Knowledge (Brand Awareness & Brand
Keller, K.L., (1993)
Image)
Brand Awareness with strong association,
Yoo B., Donthu N. & Lee S., (2000)
Perceived Quality and Brand Loyalty
Brand Awareness with strong association,
Yoo Boonghee & Donthu Naveen, (2001)
Perceived Quality and Brand Loyalty
Gil R. Bravo, Andres E. Fraj & Salinas E. Brand Awareness with strong association,
Martinez, (2007)
Perceived Quality and Brand Loyalty
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5. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
Washburn H. Judith & Plank E. Richard, (2002)
Hoeffler Steve & Keller K.L, (2002)
Macdonald Emma & Sharp Bryon, (2003)
Brand Awareness with strong association,
Perceived Quality and Brand Loyalty
Very high correlation between Brand Awareness
and Brand Association
Very high correlation between Brand Awareness
and Brand Association
3. Discussion
Many authors have used different forms of brand equity dimensions in measuring customer – based
brand equity but this study focus on the brand equity models of Aaker and keller. Customer – based
brand equity is defined by Keller (1993) as the “differential effect of brand knowledge on consumer
response to the marketing of the brand.”
Building customer – based initially requires creating a familiar brand (create brand awareness) that
has favorable, strong and unique brand associations (Keller, 1993). When companies use advertising
and other marketing activities to create awareness of their brand, it increases consumer exposure to the
brand and in doing so, results in consumers forming associations with the brand. When familiarity of a
brand is increased, it leads to increase consumer ability to recognize and recall the brand (Keller, 1993).
The marketing programs by firms try to create awareness and associations simultaneously which makes
joining them as one construct/dimension when measuring customer – based brand equity very necessary.
Both Aaker and Keller (1996) agree that brand awareness have levels; recognition and Recall. However,
Aaker, (1996) add a third level, top – of – mind. These three levels are well connected with brand
associations. In other hands, a top of mind level of brand awareness means the brand has favorable,
strong and unique brand association, whereas a low level (recognition level) will not have a strong
association.
According to the literatures reviewed, the three-model dimension, that is brand awareness/association,
perceived quality and brand loyalty produced very good fit values. These three dimensions can be
utilized in different cultures (Yoo et. al, 2001), it can also be employed in the context of co-branding
(Washburn and Plank, 2002) and across product categories (Yoo et. al, 2001; Washburn and Plank, 2002;
and Gil et. al, 2007). The fit values for the three-model dimension in all these studies were are
significant, that is generally above the acceptance value.
4. Conclusion
The issue of whether or not brand awareness and brand association should be combined is critical.
Both Aaker and Keller distinguish between the two constructs, nonetheless from authors like Yoo et. Al
(2000; 2001) and Washburn (2002) reported it is difficult to separate brand awareness from brand
association.
Both dimensions are linked to the memory nodes of consumers’ differently. A brand with a good level of
associations can be easily recalled from memory. A brand with top-of-mind awareness will promptly
come to mind because of the very strong associations linked in consumers’ mind when given the
product category. On the other hand, a brand with weak (or no associations) can be (or not) recognized
when given a cue. These two dimensions are very well inter-correlated as awareness is reflected in
association which makes it empirically difficult to separate and measure. Future research should
concentrate more on these two constructs examining more on whether they are both synonymous or not
as well as the relationship between them. Also the three-dimension model should be used to examine
more product categories as well as in different regions to see if this model is enough to measure brand
equity from the consumers’ perspective.
However, in the situations where the need to separate theses two dimensions is vital, then brand
awareness and brand association should be separated and measured by designing better items to capture
these two dimensions more accurately. When the above situation is not required, the three-dimension
model will be well suited to measure customer-based brand equity.
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