بررسی طبیعت غیرمتعارف ارزش برند
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|50747||2007||16 صفحه PDF||سفارش دهید||8272 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Australasian Marketing Journal (AMJ), Volume 15, Issue 2, 2007, Pages 81–96
This study investigated the idiosyncratic nature of brand value by examining customer brand assessments of how well a brand matches the self-concept, how significant a brand is in a customer's life, favourable attitudes toward a brand, their relationships and their influence on overall brand value. Drawing from a sample of 210 generation Y (18-25 year old) wearers of athletic footwear in Australia it was found that brand fit indirectly influences overall brand value through brand significance and brand attitudes. The influence of brand significance on brand value was found to be stronger for the market leader than that of the market follower.