“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966)
A seven-point Likert
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Brand recognition is defined as consumers’ capability to confirm their prior exposure to the brand when given the brand as a cue; brand recall refers to whether consumers can retrieve the brand from memory when given the product category as a cue (Keller, 1993).
The depth of brand awareness concerns the likelihood that the brand can be recognised or recalled and the breadth of brand awareness relates to the variety of purchase and consumption situations in which the brand comes to mind. (Keller 1993, 3; Keller 1998).Brand awareness affects consumer decision making by influencing the formation and strength of brand associations in the brand image. (Keller 1993).
In a study, respondents were asked about ads, using a cue. Respondents, who claimed to recall any of these ads, were asked open ended questions. These responses were used as evidence to prove that the particular ad being tested was actually recalled. Proved recall is believed to be more stringent measure of getting power and memorability of an ad than claimed recall (Mehta and Purvis 1995). Brand recall relates to consumers, ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe or a cue (Dolak, 2003).
According to Market Street Research,
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Brand awareness relates to the likelihood that a brand will come to mind and the ease with which it does so given different type of cues.
Brand awareness is the consumer’s ability to identify a brand under different conditions (Keller, 2003). Brand awareness is the crucial first stage in buyer readiness to develop a brand preference and move closer to the point of purchase (Ross and Harradine, 2004).
Brand awareness creates value in different ways. Brand awareness provides the anchor to which other associations can be linked. Recognition provides the brand with a sense of familiarity and people like the familiar. In the absence of motivation to engage in attribute evaluation, familiarity may be enough. Brand awareness can be a signal of substance. The first set in the buying process often is to select a group of brands to consider. Brand awareness can be crucial to getting into this group (Aaker 1991).
Rossiter and Percy (1991) claim that brand awareness is the essential first step in building a
Hired as the financial analyst for Baruch College Fund, we were tasked to analyze potential investment opportunities and present our research findings to our fund manager. We were assigned to analyze the financial positions of American Eagle Outfitters Inc. and The Buckle Company. A decision is needed to determine which company would yield a higher potential profit when selected as an investment. We will compare both companies based on their financial statements provided in their Form 10-K‘s. After comparing both of them, the company we recommend investing in is The Buckle Company rather than in American Eagle Outfitters, Inc.
Based on the projected sales growth over the next five years Target Corporation projects a 2-3% increase in sales. Fiscal Years End 2011 2012 2013 2014 2015 2016 Target $100.00 94.08 117.57 111.51 149.56 151.35 S & P 500 Index $100.00 105.33 123.87 149.02 170.22 169.09 Peer Group $100.00 111.14 141.62 171.29 212.31 231.19 *based on 2015 sales of $73,785 (dollars in millions) (Target, 2015) The peer group is weighted by the market capitalization of each component company. The graph assumes the investment of $100 in Target common stock, the S&P 500 Index and the Peer Group on January 29, 2011, and reinvestment of all dividends.
Filled with prosperity and growth, everyone thought the twenties were the start of a great run for the United States. Dr. Dice, a business professor at Ohio State University, predicted that the stock market would continue to gain in the near future, more than ever before (Document 6). But, he went on to say that it would eventually collapse. Not only did he know that it cannot continue to grow forever, but he realized that small investors have begun to take part in the game of stock. He saw that such investors would add to the vulnerability of the market.
Get hold of the corporate morality tale that is Tesco. Not so long ago, it was a major force in the Britain 's Most Admired rankings, on its way to being a permanent glittering fixture. They have won the overall title a record six times, and achieved a first or second place in three out of the four years up to 2010. By using regression analysis techniques to the kind of metrics consumed by institutional investors - financial results, consensus forecasts and the outcomes of surveys, including Most Admired Reputation Dividend calculates the contributions of a company 's reputation to its total market capitalisation, and the constituent shares of that report. Examples can be drawn not merely as to the overall financial value of a reputation, but likewise on the capacity of reputation to create and secure market
Also stocks were only valued at 20 percent. The Down Jones market
However, the “steadily rising price of stocks” on the Wall Street stock market attracted more investors (Give Me Liberty, Eric Foner, pg 786). “Many assumed that
Conversely, Nordstrom has been able to produce value in the market, which is reflected in their high market-to-book ratio. Because of this, investors using these ratios will be more likely to seek equity in Nordstrom’s rather than
Abstract The purpose of this capstone project is to illustrate ‘Chanel Brand Equity of Virtual Brand Community in Thailand’. The objectives were to demonstrate: (1) Chanel brand associations that create brand image and engagement of virtual brand community in Thailand (2) Factors that result in Chanel brand equity amongst Chanel virtual community members and non-members in Thailand. (3) Different levels of brand equity that occurs between members and non-members of Chanel virtual community in Thailand. (4)
Outline the similarities and differences between the Single Index Model (SIM) and the Capital Asset Pricing Model (CAPM). Justify which of the two models makes a better assessment of return of a security (25 marks). To reduce a firm’s specific risk or residual risk a portfolio should have negative covariance or rather it should have no variance at all, for large portfolios however calculating variance requires greater and sophisticated computing power. As such, Index models greatly decrease the computations needed to calculate the optimum portfolio. The use of such Index models also eliminates illogical or rather absurd results.
Several studies in the 1950s documented features of stock market that resembles those of an efficient market. Friedman (1953) found that efficient market can exit in a situation where trading strategies of investors are correlated, due to the existence of arbitrage. Kendall (1953), analyzing 22 weekly price series, found that stock prices movement at a close interval moved randomly. He mentioned that prices behaved like wondering series and showed very low serial correlation. Since individual stock price was not found differ significantly with the average, prediction of stock prices even a week ahead became very difficult.
Brands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or
Outline the similarities and differences between the Single Index Model (SIM) and the Capital Asset Pricing Model (CAPM). Justify which of the two models makes a better assessment of return of a security (25 marks). To reduce a firm’s specific risk or residual risk a portfolio should have negative covariance or rather it should have no variance at all, for large portfolios however calculating variance requires greater and sophisticated computing power. As such, Index models greatly decrease the computations needed to calculate the optimum portfolio. The use of such Index models also eliminates illogical or rather absurd results.
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
A creative advertising can lead to more memorable, longer lasting, works with less media spending, and builds a community faster. Lack of creative advertising, Pensonic Holdings Berhad is hard to inspiring people to buy their products. Ads that simply catalogue product attributes or benefits were not enough to attract the customer attention and positive attitudes about the products being marketed cannot lead to the customers (Werner & Peter, 2013). Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle & Saunders, 1990). Other than that, According to most studies in different countries, revealed that TV has the biggest effects on audiences and persuade them to start purchasing processes.