KÜLTÜR VE SOSYO EKONOMİK FAKTÖRLERİN MARKA İMAJ STRATEJİSİ ÜZERİNE ETKİSİ

Yıl 1996, , 31 - 34, 01.06.1996

Aypar Uslu

https://doi.org/10.14783/maruoneri.703348

Öz

Developing and managing brand image is an important part of a fırm's marketing program However, little research has been done on linking the use of brand image strategies to product performance or on managing brand images in global markets.

Anahtar Kelimeler

Marka İmajı, Marka İmaj Stratejisi, Kültür ve Sosyo Ekonomik Faktörler

Kaynakça

• [1] DIMENGO, Edward (1988), "The Fine art of Positioning", Journal of Business Strategy, 9 (March/April), 14-38.
• [2] REYNOLDS, Thomas, J. and Jonathan Gutman (1984), "Advertising as İmage Management," Journal of Advertising Research, 24 (February/March), 27- 38.
• [3] KELLER. Kevin Lane (1983), "Conceptualizing", Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, 57, (January), 1-22.
• [4] SIMON. Carol J„ and Mary W.Sullivaıı (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach, "Marketing Science, 12(Winter), 28-52.
• [5] SMITH, Daniel C. And C. Whan park (1992), "The Effects of Brand Extensions on Market Share and Advertising F.fficiency, "Journal of Marketing Research, 29 (August), 296-313.
• [6] LAMBKIN, Mary and George S.Day (1989), "Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle, "Journal of Marketing, 53 (July), 4-20.
• [7] MONTGOMERY, Cynthia A.(1982), "The Measurement of Firm Diversifıcation: Some New Empirical Evidence" Academy of Management Journal, 25,299-308.