Chapter Two Literature Review - 3209 Words

Chapter Two: Literature Review 2.1 Overview The term brand equity refers to the incremental value added by a brand name to a product (Pappu et al., 2011, cited in Farquhar, 1989). Celebrity Endorsements could be when there were consumer attachments to the popular figure who, which represented the products or services of the brands. Brands are popularised by different marketing techniques that navigate how the brand accumulates loyalty and trust amongst its consumer market (Chaudhuri Holbrook, 2001). Even though a brand has the possibility of branching out and creating product categories to balance its products within the brand, it is unable to perform the same action with a celebrity endorsement with that particular brand (Silvera †¦show more content†¦Accordingly, this section will describe this case in detail. In order to understand the effectiveness and efficiency of a celebrity, so, the importance of the three key features, brands, celebrities. In addition key features will be described for a thoroug h analysis in the further process. 2.2 The Concept of Brand According to Armstrong, 2010, has defined brands are names, symbols, marks or a design that differentiates a product, company or an organization from its competitors, allowing the consumer market to gain the ability of choice. Brands enhance the consumers’ ability to enjoy shopping and also the choice for a certain product feature, where the brand that matches the consumer â€Å"check-list† the most is purchased. However, the strongest and most well-known brands are distinguished by their ability to create a large amount of awareness, frequency, and reach, with a collaboration of effective marketing tactics, which preserves their noticeable brands’ reputation in the competitive markets (Holm, 2006). However, in the field of marketing, there are several methods that can be used for brands to acquire a position in the market and its consumers’ minds. These compromises of advertisement, television commercial, press release, and many more, which have a major role in effecting the consumers’ acceptance of a brand or product and the decision-making process (Darley et al., 2010). Additionally, research found thatShow MoreRelatedChapter Two : Review Of Literature1584 Words   |  7 Pages â€Æ'Chapter Two: Review of Literature Teachers in the United States are facing a new challenge. According to Capps (2007), at the time of the 2000 census, there were 3 million foreign born children in the United States and one fifth of the students in public schools were children of immigrants. This trend is expected to continue and even increase. In 2004, approximately 11% of the student population was identified as English language learners. This is a 60% increase from 1994 (Conger, 2008). ImmigrationRead MoreChapter Two. 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The ICT skills shortages have been predicted over the past two decades and the ICT sector is experiencing a global ICT skills shortage (Gupta Suma, 2015; Calitz, Greyling , Margaret , 2014; Manpower Group South Africa , 2014). It is estimated that South Africa needs 30 000 to 70 000 skilled IT workers and thisRead MoreApplication Of Information And Communication Technology1677 Words   |  7 Pagesinvestigate through literature review, the recent development in the implementation of ICTs in Nigeria’s secondary schools. ïÆ'Ëœ Through existing literatures, the policies on ICTs by Nigerian government concerning education in the country will be examined. ïÆ'Ëœ To compare and contrast developed country’s educational sector using ICT to that of Nigeria’s educational sector (the importance of using ICTs in education) through existing literature review. ïÆ'Ëœ To investigate based on literature reviews, the barriersRead More1Chapter 1 - Introduction. . 1.1Introduction. Recent Research1004 Words   |  5 Pages1 Chapter 1 - Introduction 1.1 Introduction Recent research has established that customers can form emotional attachments to brands (Park et al, 2010), with fundamental properties and behavioural effects that are similar to their attachments to other people (Fournier, 1998). Albralt and Kleyn, (2011) confirms that the development of a strong brand identity leads to strong emotional attachment, whilst Thomson et al. (2005, p.78) suggests that a consumer’s emotional attachment is underpinnedRead MoreMethodology And Methods Of Public Open Space Management1511 Words   |  7 PagesChapter2: Methodology and Methods 2.1 Introduction This chapter provides an overview of the methods used in the research. Literature review is the fundamental method for the research. Through a review on previous literature, the context of public open space management and different dimensions of place-keeping will be established as essential evidence on the data analysis and recommendation part of the following chapter. In addition, this research follows a case study approach as the main