A Case Analysis: Exploring Customer Attitudes on BMWGRIN Verlag, 2007 - 116 σελίδες Master's Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (1.0), Hawai'i Pacific University, course: Professional Paper MBA, 20 entries in the bibliography, language: English, abstract: "Building a brand is both an art and a science. It is the strategic mix of focus and risk that gives a brand its meaning in people's lives (Dolan, 2003)." Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. Brand elements identify and differentiate the brand. However, many practicing managers refer to a brand as more than that. They define a brand in terms of having actually created a certain amount of awareness and reputation in the marketplace, which distinguishes a small brand from a big brand. Especially strong brands have a number of different types of intangible image associations that link customers emotionally to the brand. Prior research has explored differences in customer perception and evaluation of brands for example through investigating brand equity. More recent research has found out that customers differ not only in their perception of brands but also in how they relate to brands. This suggests that people sometimes even form a relationship with a specific brand (Aggarwal, 2004). Branding and brand-based differentiation are powerful means for creating and sustaining competitive advantage (Aggarwal, 2004). Highly competitive markets like the automotive market make powerful, strong brands essential to accomplishing growth. According to Agarwal, Dahlhoff & Rao (2004), companies create brand equity by delivering quality products and by creating strong, unique and favorable brand associations. Customer loyalty, larger margins, brand extension opportunities, enhanced perceptions of product performance, and increased marketing effectiveness and efficiency among other things are possible benefits of building up brand equ |
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APPENDIX associations attitudes attitudinal loyalty automobile average BMW brand brand BMW brand equity brand loyalty building competitive competitors considered consumers correlation create customer satisfaction Customers Potential Customers decision dependent desire Distribution Driving Experience engineering example existing and potential Existing Customers Potential explained F Significance factors feel female following figure following table Furthermore future gender Germany higher identify important includes increasing independent variables indicate judgments Keller level of customer Lexus Lower luxury brand luxury car majority male manufacturers means measures mentioned Mercedes Benz perceived perceived customer service perceived innovation percent performance brands points positive product line purchase loyalty questions reason Recall regression analysis relationship repurchase respondents results show segment specific Square Standard Error status strategy strong Style success superiority survey Table uniqueness Upper women