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


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dc.creator Villarejo Ramos, Ángel Francisco
dc.creator Rondán Cataluña, Francisco Javier
dc.creator Sánchez Franco, Manuel Jesús 2016-02-25T13:59:43Z 2016-02-25T13:59:43Z 2008
dc.description.abstract 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. es
dc.format application/pdf es
dc.language.iso eng es
dc.relation.ispartof Actas 7th International Congress of Marketing Trends, (01.2008, Venecia. Italia) es
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 Internacional *
dc.rights.uri *
dc.subject Brand Image es
dc.subject Brand Awareness es
dc.subject Direct and Indirect Effects es
dc.subject Measurement Model es
dc.title Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image. es
dc.type info:eu-repo/semantics/conferenceObject es
dc.type.version info:eu-repo/semantics/submittedVersion es
dc.rights.accessrights info:eu-repo/semantics/openAccess es
dc.contributor.affiliation Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) es
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