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IIH is based on a modification of the distinction between brand concept and impersonal attitude proposed by Howard (1977). [10] Brand concept refers to Ab, and impersonal attitude refers to attitude toward the conditions of purchase. In Howard's view, situational pressures such as availability and deals have an important role in purchase.
COBRA (consumers' online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media. [1] [2] COBRA in literature is defined as a “set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption ...
Technical sponsor is a sponsor which promotes organization of sporting events through the partial or full payment of goods and services (e.g., medical equipment, fitness, organization of transportation and lodging). Participating sponsor is a company, the sponsorship fee size of which usually does not exceed 10% of total raised funds..
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand. [1] For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchases, customer lifetime value, customer advocacy, and ...
Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion.
In layman's terms, brand preference relates to the psychological phenomenon where people have 'a favourite brand.' This can be driven by factors including a preference for the taste of the product or other sensory qualities; because the packaging may be appealing, or because the product was recommended by another.
A familiar jingle or voice associated with a brand enhances brand and ad awareness, ultimately increasing brand equity. This is an example of "Integrated Marketing Communications", in which multiple marketing channels are simultaneously utilized to increase the strength and reach of the marketing message.