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Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. [11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.
Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2]
Jennifer Aaker (born January 15, 1967, California) is an American behavioural scientist and General Atlantic Professor and Coulter Family Fellow at the Stanford Graduate School of Business. She is known for her research on time, money, and happiness.
By Paul Mohai, Byoung-Suk Kweon, Sangyun Lee, and Kerry Ard Air Pollution Around Schools Is Linked To Poorer Student Health And Academic Performance
Donald Trump said in an interview with Fox News that Ukrainian President Volodymyr Zelenskyy "shouldn't have allowed" war in his country to happen.
In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the market environment.