Projecting the right image: using projective techniques to measure brand image

1999 ◽  
Vol 2 (1) ◽  
pp. 22-30 ◽  
Author(s):  
Michael Hussey ◽  
Nicola Duncombe
Keyword(s):  
Brand Image ◽  
Projective Techniques ◽  
The Right

Developing the right brand image

2018 ◽  
Vol 34 (9) ◽  
pp. 35-36
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Image ◽  
Low Cost ◽  
Content Type ◽  
Customer Base ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Developing a feeling of authenticity about products amongst the target customer base is an essential goal for marketers even in terms of low cost items. Consumers derive information from a broad range of marketing communications and consistency is a key element for success. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Customer Service: A Study Of Private Banks In India

Think India ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 613-624
Author(s):  
RITU ARORA
Keyword(s):  
Customer Satisfaction ◽  
Customer Service ◽  
Financial Services ◽  
Banking Industry ◽  
Brand Image ◽  
High Quality ◽  
Secondary Sources ◽  
Private Banks ◽  
The Right ◽  
Service Strategies

Customer service is the life of any business and when customers are not happy, the life of any business is threatened. The way a customer is treated goes a long way in projecting brand image. Banking industry also is no exception to it. The financial services industry heavily depends on high-quality customer service, as customers need to feel secure that their money is in the right hands. This paper tries to project the importance of customer service, its impact on customer satisfaction. This is a descriptive paper and author has used secondary sources to collect information. Also an attempt has been made to identify some customer service strategies of banks and its effect on the overall brand image of banks.

Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies

2021 ◽  
pp. 231971452110533
Author(s):  
Nischay Kumar Upamannyu ◽  
Sneha Rajput ◽  
S. S. Bhakar
Keyword(s):  
Emerging Economies ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Brand Image ◽  
Corporate Image ◽  
Consumer Durables ◽  
Electronic Products ◽  
Loyal Customer ◽  
The Right ◽  
New Phenomena

In the era of Marketing 4.0, where customers and companies interact online as well as offline, an immense need to understand the actions and reactions of a potential customer is generated. The expectation of the customer is sure to rise in the time ahead. There are challenges for organizations to prove their sustainability with all this. Among all challenges, developing loyalty among customers remains foremost, keeping into consideration the supremacy of customer loyalty (CL) in influencing other customers by using word of mouth (WOM). Organizations strategically use many tools to maintain a positive WOM and its image, that is, corporate image (CI) and brand image (BI) lead the confrontation. This article reveals that people are very rational while buying durables. The customer evaluates the CI and BI differently to buy high-priced and low-priced electronic products, which is a price-sensitive industry. The finding indicates that CI and BI have a significant impact on CL and WOM in the case of both high-priced and low-priced products, with a strong distinction in their intensity. Organizations must understand the presence of variation, as a loyal customer is the right source of positive WOM. Furthermore, the contribution of gender towards CL, BI and WOM is not seen, but is present in CI. Thus, the study provides new phenomena for using CI and BI as marketing tools to improve CL and WOM.

scholarly journals Celebrities and Influencers: Have They Changed the Game of Online Marketing?

2021 ◽  
Vol 6 (1) ◽  
pp. 106-111
Author(s):  
Tariq Mehmood Dar ◽  
Neelofer Tariq
Keyword(s):  
Online Social Networks ◽  
Virtual Communities ◽  
Brand Image ◽  
Review Article ◽  
Online Marketing ◽  
Extensive Literature ◽  
Celebrity Endorsements ◽  
The Right ◽  
Fresh Insight ◽  
Insight Into

Online marketing is termed as marketing 2.0, mainly because the ‘2’ here indicates how much double the marketing provides. Doubling in terms of profits, customers reach, and most importantly, brand image. Thereby, the dilemma arises where most of the brands, often even after having the right quality products, fail to satisfy their customers or, in the other case, fail to grow the virtual communities of their target audience. However, the following review article entails all the information needed regarding influential marketing & celebrity endorsements. Thus, to give marketers a new hope and scope in their blank world of Online Social networks. The paper contains an extensive literature review of 20 peer-reviewed articles published in reputable business journals. These consist of valuable details regarding the dos and perks of optimizing celebrity endorsements and influential marketing. Moreover, proceeding to the review portion, recommendations have been incurred to further benefit the readers & provide them a fresh insight into the two dilemmas and how brands can use these marketing paradigms to win the game of online marketing.

scholarly journals Perancangan Ulang Signage dan Wayfinding untuk Meningkatkan Brand Image pada Studi Kasus di Owabong Waterpark

2021 ◽  
Vol 5 (1) ◽  
pp. 86-98
Author(s):  
Anggis Rizky Wiyaringtyas ◽  
Donny Trihanondo ◽  
Siska Noviaristanti
Keyword(s):  
Brand Image ◽  
Design Concept ◽  
Existing Problems ◽  
Central Java ◽  
Information Media ◽  
The Right

Owabong Waterpark is a water tourism object located in Purbalingga District, Central Java. With the title as the most complete water tourism in Central Java, the Owabong Waterpark brand is famous. However, this phenomenon is not supported by the existence of signage and wayfinding as visual identities and information media. The lack of visible signage and wayfinding as directional media and the inconsistency of signage and wayfinding designs make it difficult for visitors to find information. Currently, the existence of signage and wayfinding does not only function as a signpost that can only be appreciated or seen. More than that, for the company itself, innovation from signage and wayfinding can also function as a business medium that can increase company revenue. To create solutions to existing problems, signage and wayfinding designs were developed. The research was conducted using literature methods, observation, interviews, and questionnaires with the results of the Owabong Waterpark signage and wayfinding need a redesign. By carrying out in-depth research and planning a design concept that is mature and in accordance with the existing phenomena in Owabong Waterpark, it is hoped that it will be the right solution to respond to signage and wayfinding problems.

scholarly journals Influence of Celebrity Endorsement On the Purchase of Slim Tea by Female Undergraduate Students in Selected Southeast Nigerian Universities

2021 ◽  
pp. 18-27
Author(s):  
ANYAKOHA, B.U. ◽  
Odenigbo, C.I. ◽  
Akata, U.C.M
Keyword(s):  
Undergraduate Students ◽  
Brand Image ◽  
Brand Choice ◽  
Sampling Technique ◽  
State University ◽  
Celebrity Endorsement ◽  
Female Undergraduate ◽  
Multistage Sampling ◽  
The Right ◽  
The University

This study explored the influence exerted by celebrity endorsement on the purchase of slim tea products by female undergraduate students in universities in southeast Nigeria. Specifically, the study aimed to determine the relationship between the brand image of slime tea and celebrity endorsement, identify how celebrity choice influences the brand image of a product, and also examine how female undergraduate students’ choice of brand product is driven by celebrity influence. The population of this study consisted of female undergraduate students in the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija, and Ebonyi State University Abakiliki. A multistage sampling technique was used to arrive at a required sample size of 383. I did an oversampling and a total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from this study showed that respondents believe that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumers’ decision-making; as consumers may shift to competitors that offer a better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.

scholarly journals Reshaping of the retail environment due to internet as a global competitor

2020 ◽  
Vol 74 ◽  
pp. 01005
Author(s):  
Lubica Gajanova ◽  
Margareta Nadanyiova
Keyword(s):  
Consumer Satisfaction ◽  
Communication Channel ◽  
Online Shopping ◽  
Brand Image ◽  
Point Of View ◽  
Retail Stores ◽  
Retail Environment ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right

According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view.

scholarly journals Citra Merek Dan Promosi Terhadap Keputusan Pembelian Produk Di Masa Pandemi Covid-19 (Studi Kasus Bs Coffee & Donuts)

2021 ◽  
Vol 15 (2) ◽  
pp. 186-203
Author(s):  
Mila Camelia ◽  
Budi Hartono
Keyword(s):  
Natural Disasters ◽  
Research Method ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Purchasing Decisions ◽  
Government Regulations ◽  
The World ◽  
The Right ◽  
Almost All

Mempertahankan suatu usaha bukanlah hal yang mudah ditengah persaingan yang ketat dan adanya permasalahan yang timbul akibat sesuatu yang tidak terduga seperti bencana alam yang sedang dihadapi hampir seluruh bidang usaha di dunia yaitu permasalah yang timbul akibat pandemi covid-19 yang menimpulkan adanya peraturan pemerintah dalam pembatasan sosial dan juga adanya penurunan daya beli masyarakat yang juga mempengaruhi pendapatan suatu usaha. Untuk menghadapi itu sangat penting bagi seorang wirausaha untuk menetapkan strategi yang tepat untuk mempertahankan usahnya. Objek dalam penelitian ini adalah BS Coffee Donuts yang mana cafe tersebut masih mampu bertahan dan menjalankan usaha ditengah pandemi covid-19 dan ketat persaingan terbukti dengan tidak pernah sepinya pengunjung yang melakukan pesanan dine-in maupun take away. Metode penelitian ini adalah analisis deskriptif. Populasi dalam penelitian ini adalah orang yang pernah mengkonsumsi produk BS Coffee Donuts dan bersedia untuk mengisi kuisioner yang disebarkan oleh peneliti. Penentuan sample pada penelitian ini didasarkan pada dua kriteria yaitu orang yang pernah membeli produk BS Coffee Donuts yang berjumlah 41 orang. Hasil penelitian ini menyatakan bahwa variabel citra merek dan promosi merupakan faktor yang mempengaruhi keputusan pembelian konsumen BS Coffee Donuts. Maintaining a business is not easy in the midst of intense competition and there are problems that arise due to something unexpected such as natural disasters that are being faced by almost all business fields in the world, namely problems that arise due to the covid-19 pandemic which has led to government regulations in social restrictions. and also a decrease in people's purchasing power which also affects the income of a business. To deal with it, it is very important for an entrepreneur to set the right strategy to maintain his business. The object in this research is BS Coffee Donuts, where the cafe is still able to survive and run a business in the midst of the covid-19 pandemic and tight competition as evidenced by the never empty visitors who order dine-in and take away. This research method is descriptive analysis. The population in this study were people who had consumed BS Coffee Donuts products and were willing to fill out the questionnaire distributed by the researcher. Determination of the sample in this study is based on two criteria, namely people who have bought BS Coffee Donuts products, amounting to 41 people. The results of this study indicate that brand image and promotion variables are factors that influence consumer purchasing decisions for BS Coffee Donuts.

scholarly journals DAMPAK BRAND IMAGE SERTIFIKASI HALAL PRODUK SAMYANG TERHADAP SIKAP KONSUMEN

2020 ◽  
Vol 3 (02) ◽  
pp. 77-86
Author(s):  
Fitria Ayuningtyas ◽  
Aniek Irawatie ◽  
Oktahara Tri Kurnia
Keyword(s):  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Strong Relationship ◽  
Consumer Attitudes ◽  
Coefficient Of Determination ◽  
Research Approach ◽  
The Right ◽  
The Impact ◽  
North Sumatra

Marketing is an activity that is very important for a company to achieve its goals. Now that many competitors have similar products, companies must be able to determine the right strategy so that the company can continue to develop along with time. This study aims to determine how much are the impact of Samyang halal certificate products brand image on consumer attitudes. The concepts or theories that are relevant in this study include Stimulus-Organism-Response, Brand Image, and Consumer Attitudes. This research was conducted using a quantitative research approach. The research method used was a survey. The population of this research is ARMY ELS Medan, North Sumatra with 114 respondents. The sampling technique in this study used a saturated sampling method. The results of this study indicate that the correlation of variable X with variable Y is 0.754, this value means that it has a strong relationship because it is located between 0.600 - 0.799. Based on the calculation of the coefficient of determination, it is found that the effect of variable X on variable Y is 56.8%. Thus, it can be concluded that H0 is rejected and Ha is accepted, meaning that there is a significant influence between the brand images of the Samyang halal certificate on consumer attitudes.

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