Building Hisense brand equity through selected marketing programmes- A Thesis

Building Hisense scrape equity through selected marketing programmes- A pick out on the relationship among denounce equity, marketing mix elements and consumer respons - Thesis Exampleer to test the be structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, confederation Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for hearty Science (SPSS 11.0) are used to analyze the data.The concept of strike out equity has received significant aid from both scientists and marketing practice, which resulted in a large number of articles and books on the subject (e.g. Aaker, 1991 and 1996 Aaker and Keller, 1990 Farquhar1990 Aaker and Biel, 1993 Keller, 1993 Agarwal and Rao, 1996 Yoo et al., 2000 Morgan, 2000 Rio, et al., 2001 Datta, 2003, Moore et al., 2002 Keller, 2003). The importance of stigmatize equity consists of numerous be nefits for companies that own blots. One of the benefits provided by high brand equity is the possibility of brand extension to other product categories. Generally, brand extension is defined as the use of an existing brand name for entry into a new product category (Aaker and Keller, 1990). When compared to new brand names, brand extensions bring forth lower advertising costs and higher sales (Smith and Park, 1992). Successful brand extensions contribute to higher brand equity of the original brand (Dacin and Smith, 1994 Keller and Aaker, 1992) However, unsuccessful extensions may reduce the brand equity of the parent brand (Aaker, 1993 Loken and John, 1993). Aaker and Keller (1990) developed a simulation for consumer evaluation of brand extensions and a number of authors worked on generalization of this model (Barrett et al., 1999 Bottomley and Doyle, 1996 Sunde and Brodie, 1993).In addition, brand equity increases (1) willingness of consumers to pay premium prices, (2) possibi lity of brand licensing, (3) efficiency of marketing communication, (4) willingness of stores to collaborate and provide support, (5) elasticity of consumers to price reductions, and (6) inelasticity