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Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

Opened Access Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.
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Autor: Villarejo Ramos, Ángel Francisco
Rondán Cataluña, Francisco Javier
Sánchez Franco, Manuel Jesús
Departamento: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Fecha: 2008
Publicado en: Actas 7th International Congress of Marketing Trends, (01.2008, Venecia. Italia)
Tipo de documento: Ponencia
Resumen: The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the marketing efforts of companies affect its brands and how brand awareness level influences the associations linked to it and how they form its image.
Tamaño: 207.6Kb
Formato: PDF

URI: http://hdl.handle.net/11441/36585

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