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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3192 |
Essay's paper body
Brand Essence
When it comes to the concept of a good brand personality, consumers interact with brands and develop a relationship, just as people in life do. By appreciating consumers' values provides a basis for developing brand personalities. M. Blackston (1992) argues: The nature of a relationship between consumers and the brand can be determined through the attitudes and behaviour they display towards each other, in particular:
? How consumers perceive and react to a brand...
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If the brand has a "character", it could provide as benefit for future relationship between company and consumer. Therefore a high-quality relationship in the service sector (like air companies) could create long-term loyal customers.
To describe Easy Jet's brand personality I made a brand survey of five questions...
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General points of the essay
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The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
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When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?
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