Naslov
What a Brand Means to a Consumer?

Autori
First, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5th Though Leaders International Conference on Brand Management / Veloutsou, Cleopatra ; DeChernatony, Leslie - Atena : The University of Glasgow Business School ; The Centre for Research in Brand Marketing at University of Birmingham ; The Athens Institute of Education and Research (ATINER), 2009

ISBN
978-960-6672-47-7

Skup
5th Though Leaders International Conference on Brand Management

Mjesto i datum
Atena, Grčka, 06.04.2009. - 07.04.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand; brand meaning; Coca-cola; consumer

Sažetak
Scientific research on branding studies different concepts including: awareness, attributes, benefits, images, thoughts, feelings, attitudes and experiences. However, these concepts are still not unambiguously defined and related to one another. Moreover, contradicting opinions exist on which of these most contribute to consumer paying price premiums for branded products. This research offers an explorative approach to investigating what brands really mean to consumers. A series of in-depth interviews has been conducted on the meaning of Coca-cola. The most frequently mentioned associations were listed and analysed in terms of which brand concept they represent. The results show that associations belong to the most various types of responses. Managers are advised to invest time and money into creating as many associations, stories and meanings with the brand, so that consumers would be able to make as many connections to the brand as possible and so strengthen brand equity.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA