without saying that brand equity will rise as brand loyalty increases, brand name awareness increases, perceived quality increases, brand associations become stronger and the number of brand-related proprietary assets increase. The model also provides insight into the criteria that indicate to what degree actual value is created with both consumer and company due the pursued branding policy. David Aaker’s Brand Equity Model defines the five following brand equity components.
1. Brand awareness: the extent to which a brand is known among the public, which can be measured using the following parameters:
• Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to …show more content…
Other proprietary assets: examples are patents and intellectual property rights, relations with trade partners, and airlines' landing slots (the more proprietary rights a brand has accumulated, the greater the brand’s competitive edge in those fields)
The Two-Step Flow of Communication Model
The two-step flow of communication or Multistep Flow Model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. According to this model, ideas flow from mass media to opinion leaders and from them to a wider population.The two-step model is used in this research in relevance to opinion leaders that is represented by eWOM. People who have been to hipster cafes will take pictures and post their comment online. This personal influence acts as a part of the social media marketing activities by the hipster …show more content…
They conducted a study entitled The People’s Choice, which examined the effects of presidential campaign messages on viewers’ voting habits. Until then, it was perceived that an audience’s opinion was mostly affected by the direct messaging that was applied. However, the study revealed a heavy influence from personal contacts and indirect interpretations of these messages instead. From this, Lazarsfeld and sociologist Elihu Katz developed the two-step flow theory of communication.
Explanation of the two-step theory can be viewed as two different parts. The first seeks to explain how information travels from sender to receiver. The second explores the manner in which the original message affects and influences the opinions and behaviours of a target audience. Stanley Baran of McGraw Hill describes the theory as “the idea that media’s influence on people’s behaviour is limited by opinion leaders, people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers who have less frequent contact with
1. Brand awareness: the extent to which a brand is known among the public, which can be measured using the following parameters:
• Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to …show more content…
Other proprietary assets: examples are patents and intellectual property rights, relations with trade partners, and airlines' landing slots (the more proprietary rights a brand has accumulated, the greater the brand’s competitive edge in those fields)
The Two-Step Flow of Communication Model
The two-step flow of communication or Multistep Flow Model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. According to this model, ideas flow from mass media to opinion leaders and from them to a wider population.The two-step model is used in this research in relevance to opinion leaders that is represented by eWOM. People who have been to hipster cafes will take pictures and post their comment online. This personal influence acts as a part of the social media marketing activities by the hipster …show more content…
They conducted a study entitled The People’s Choice, which examined the effects of presidential campaign messages on viewers’ voting habits. Until then, it was perceived that an audience’s opinion was mostly affected by the direct messaging that was applied. However, the study revealed a heavy influence from personal contacts and indirect interpretations of these messages instead. From this, Lazarsfeld and sociologist Elihu Katz developed the two-step flow theory of communication.
Explanation of the two-step theory can be viewed as two different parts. The first seeks to explain how information travels from sender to receiver. The second explores the manner in which the original message affects and influences the opinions and behaviours of a target audience. Stanley Baran of McGraw Hill describes the theory as “the idea that media’s influence on people’s behaviour is limited by opinion leaders, people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers who have less frequent contact with