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Register a new userBrand Extension Impact on Brand Equity (a study on food commodities consumers in Syria)
أثر استراتيجية التوسع في العلامة على قيمتها ( دراسة على مستهلكي المنتجات الغذائية في سورية)
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يهدف البحث إلى دراسة أثر استراتيجية التوسع في العلامة التجارية على قيمة العلامة التجارية ضمن الأسواق السورية وذلك من خلال الابعاد الأساسية الأربعة لقيمة العلامة وهي الوعي للعلامة التجارية والجودة المدركة لها ,والارتباطات المستهلك الهنية للعلامة التجارية والولاء للعلامة التجارية .
The research aims to study the impact of the brand expansion strategy on the brand value within the Syrian market, through the four basic dimensions of the brand’s value, namely, awareness of the brand, perceived quality, healthy consumer associations with the brand and brand loyalty.
References used
العجمي ماهر (2000) "سلوك المستهلك " دار الرضا للنشر , دمشق - سورية
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The objective of this field study was to examine the effect of brand
name dimensions, namely; brand perceived price, brand perceived
quality on purchase decision. The field research was carried out
on university youth in Syria. Aimed the research
was to
understand the most influential brand name dimensions on
purchase decision. Based on brand name literature, previous
empirical and conceptual studies, a self-administered
questionnaire was developed as a primary data collection method.
The questionnaire instrument was distributed and delivered to a
convenience sample (800 students) of Al-Furat university.
Descriptive statistics, simple and multiple regression analysis
techniques were employed to test the research model and
hypotheses. Empirical findings revealed a positive and significant
impact of brand name dimensions (brand perceived price, brand
perceived quality) on purchase decision of youth university.
The subject of social responsibilities has recently received the attention of researchers due to its importance; there exists a growing interest in studying the links between CSR and Customers.
The purpose this study is to investigate the impact of
social responsibility dimensions of ALBARAKA BANK on customer’s brand image and customer’s loyalty based on its social responsibility activities, and to identify the concept of social responsibility and its dimensions.
A research framework was developed and data was collected through electronic survey questionnaires from customers of ALBARAKA BANK branches in Syria. In order to obtain the results of the study, the researcher analyzed the 88 questionnaires that were retrieved and then used a number of statistical methods using SPSS program.
The study found that there is an impact of the dimensions of social responsibility (cultural, educational and environmental) on both brand image and customer loyalty. Through these results, the researcher presented a set of recommendations aimed at increasing the bank's activity in terms of social responsibility.
A survey of 273 students in major universities was conducted in December 2015 to
introduce and examine the consumption values based brand equity (CVBE). Data were
gathered by questionnaires, subjects were asked to evaluate consumption values of the
ir
current smart phones, and then brand loyalty and equity of smart phones were
measured.Testing the model using structural equation modeling by AMOS program shows
that value for the price, functional value, emotional value, social value, epistemic value,
and conditional values affect brand loyalty. Furthermore, customer-based brand equity is
determined by customer brand loyalty. The research may represent one of the first effort in
marketing literature to explain brand equity based on consumption values. The
implications for industry and academia are discussed.
الولاء للعلامة التجارية
قيمة العلامة التجارية بالنسبة لسعرها
القيمة الوظيفية للعلامة التجارية
القيمة العاطفية للعلامة التجارية
القيمة الرمزية للعلامة التجارية
القيمة المعرفية للعلامة التجارية
القيمة الظرفية للعلامة التجارية
قيمة العلامة التجارية
Brand value for price
Brand functional value
Brand emotional value
Brand social value
Brand epistemic value
Brand conditional value
Brand loyalty
Customer based brand equity
Consumption values-based brand equity
المزيد..
The study found significant differences between the demographic variables of
the research sample and the confidence of the customers' brand. There was
also an effective statistical significance between the role of interactive
marketing in all its
dimensions and the confidence of the brand to serve
customers. The research also recommended understanding the customer's
behavior, the direction of the customer and the mechanism of influencing them.
This research aims to identify the relative importance of television
advertising without other types of advertising, and that’s for the
Syrian consumers of electronic products in Homs. Besides how it
affects their purchasing behavior by identifyin
g the role of
television advertising of acceptable quality to Syrian consumers in
restricting their awareness of the advertised goods, then leading to
be paid attention. This research had included three independent
variables that include awareness, interest, and the ads quality. A
study of the affect of these variables had been made on the
dependent variable which is the purchasing behavior of the Syrian
consumer. After data analysis through statistical analysis program
SPSS.
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