Essays on Brand Personality

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

Factors that Influence Purchasing Relationship in Automobile Industry of China

Introduction The USA, Western Europe, and Japan markets for the automobiles are almost stagnating causing an increased attention and concern to the world automotive industry. They have turned their interest in China market for cars. This is associated with the fast growing economy in China unlike that of European nations and the USA. The Chinese market for cars is indeed the turning point for all auto companies. The environment is conducive to start production in China to supply the potential markets and then export from there to other world markets. This literature will focus on the purchasing relationship in ...

Guest Satisfaction and Guest Loyalty

Introduction 3 Main Section 4 Arguments Against the Correlation between Satisfaction and Loyalty 4 Arguments For the Correlation between Satisfaction and Loyalty 6 Opinion: Increasing Guest Satisfaction results in Guest Loyalty 10 Conclusion 13 Introduction This paper will attempt to explore the intricate relationship between guest satisfaction and guest loyalty. There has been an ongoing debate on why guest satisfaction does not always result in guest loyalty, and it is an interesting topic of study. The opinion posited is that guest loyalty is the product of superior guest satisfaction (as opposed to just regular satisfaction) and that this superior ...

Part 1

Creative Brief The Product The brand we have selected is known as Pepsi. Pepsi is one of the most famous beverages in the world known for its unique flavor. The beverage is popularly used by consumers of all age groups individually, in gatherings and restaurants. We have selected this brand for this task because the beverage is popular and the promotional activities especially advertisement are very effective. The brand Pepsi enjoys a huge market share and operates in almost all countries of the world without facing any issues based on ethical, cultural, religious and promotional grounds. There are several ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...