Irma Shyle, Vjollca Hysi

Brand equity dimensions of mobile phone to Albanian consumers

• Broschiertes Buch

Produktbeschreibung

Brand equity is a key factor that can bring to the company: high profits, brand expansion opportunities, protection against competitors, effective communication strength but also leads to the strengthening of preferences consumer purchase intention and customer loyalty. High brand equity generates a differential effect , higher brand knowledge , and a larger consumer response , which normally leads to better brand performance, both from a financial and a customer perspective. The strong relationship between customers and brand can influence in creating strong brand equity.A brand can act as a partner, so features like a person, and thus can cause an emotional response from consumers. This monograph consist in the literature review about concepts of brands and also include three article about brand equity, brand personality and dimensions of brand personality.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 96
• Erscheinungstermin: 9. Januar 2015
• Englisch
• Abmessung: 220mm x 150mm x 6mm
• Gewicht: 161g
• ISBN-13: 9783659667558
• ISBN-10: 3659667552
• Artikelnr.: 42150985

Autorenporträt

Dr. Irma SHYLE since 2009 has been working as a lecturer at Polytechnic University of Tirana, for subjects: "Marketing and product development";"Management of enterprises", "Brands management".Prof.Ass. Vjollca HYSI is lecturer of many subjects citing: "Brands Management", "Marketing", in Economic Faculty, University of Tirana, Albania