when directly examined as a factor that is influenced by CRM and impacts consumer choice is defined and researched as cause-brand fit (or just cause fit).
Huang (2006) also found that consumer behavior was affected by the COO in regard to luxury goods in that, even if the brand name of the original COB was retained, if the COM was perceived to be low in quality, perception of brand quality was damaged and this further affected the brand image
. A change in the COM from the COB to another country has been found to have less effect on a brand with a strong image compared with a brand with a weak image (Cordell, 1992).
As Anholt and GMI (2005b: 19) also argue, Turkey 'has a very weak international brand image
, and brand image
plays a more fundamental role in questions of international relations and regional integration than many people imagine'.
Each corporate and brand image
tells a story, usually in a few seconds, that would otherwise take many minutes and hundreds of words to convey to prospective or existing customers.
The most informative and comprehensive starting point is to do a brand image
If you have not consciously determined what your brand image
is or should be, it's likely that your competitors are doing that for you.
They strive to create a brand image
that is similar to (congruent with) the self-image of the target consumers (Aaker and Biehl, 1993; Kapferer, 1992).
RQ1: Is there a perceived fit between the sport team's brand image
and the brand image
of the parent brand corporation that owns the team?
During sport celebrity endorsement, sponsors align their brand image
with a specific brand association of the sport celebrity brand image
(Till & Busler, 2000).
H4: Brand Image
is as an effective factor on Brand Equity.
The long-term effect is connected with the destination brand image
; it focuses on the promotion of the city's brand image
during events and then attracts more tourists to visit in future.
This view of brand image
is similar to the definitions of Aaker (1991) who stated that a brand image
is a set of associations, usually organized in some meaningful way.