Unit:
Κατεύθυνση Διοικητική Επιχειρήσεων και ΤραπεζώνLibrary of the Faculty of Economics and of the Faculty of Business Administration
Author:
Skopelitis Nektarios
Supervisors info:
Δήμας Αθανάσιος, Ακαδημαϊκός Υπότροφος, Τμήμα Οικονομικών Επιστημών,ΕΚΠΑ
Original Title:
Έρευνα αγοράς των επιρροών της αξίας του brand & των συσχετίσεων της αγοράς στην κατηγορία προϊόντων υψηλής ανάμιξης
Translated title:
Market research on the influences of brand equity & market associations in the high involvement product category
Summary:
The research analyzes the impact of the influence of the value of the Brand (Brand Equity), according to the concept of the strategies that shape a Brand with the aim of being able to remain in the subconscious choice of the consumer.
Additionally, there is a discussion of the components that define the corporate value (Brand Equity) in general, both in the overall concept of the brand and in their perceived meaning in the consumer's consciousness (CBBE) as the main axes of influence on the purchase intention.
At the same time, an introspection is made on whether there is an influence of the intensity of distribution both for the Brand itself and on the subconscious choice of the consumer. Accordingly, the level of distribution is examined as a component of the strategic penetration of a brand in the market and a new perspective for the development of Brands is presented, this of the theory of market correlations as described by academic Sharp through the theory of Market Based Assets.
With the air conditioning market as a growing and competitive sector in mind, and through a field survey and the research objectives that were created, an assessment was made to compare certain brands by examining how the intensity of distribution (Distribution Intensity) in terms of the distribution channels through which a product is placed on the market affects both the value of the Brand and the consumer himself regarding the perceived value for the Brand (CBBE), towards his final decision to purchase the product (Purchase Intention).
Main subject category:
Social, Political and Economic sciences
Keywords:
Brand Equity, Brand Awareness, Brand Loyalty, Brand Associations, Brand Personality, Brand Trust, Distribution Intensity, Market Based Assets, Fujitsu, Air condition, Residential Air condition, Moderation analysis
