An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Maki Dissertationsschrift
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Sprache:Englisch
Fr. 71.90
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
22.12.2011
Verlag
GRINSeitenzahl
344
Maße (L/B/H)
21/14.8/2.4 cm
Gewicht
500 g
Auflage
2. Auflage
Sprache
Englisch
ISBN
978-3-656-07975-0
Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Maharshi Dyanand Saraswati Universitym Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer's evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
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