The Power of Associations in Creating, Building, and Sustaining Brand Value

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Author(s): Ayşe Kara (Istanbul Commerce University, Turkey)and Gamze Arslan (Istanbul Commerce University, Turkey)
Copyright: 2018
Pages: 16
Source title: Reputation Management Techniques in Public Relations
Source Author(s)/Editor(s): Ayse Erdemir (Istanbul Commerce University, Turkey)
DOI: 10.4018/978-1-5225-3619-2.ch010

Keywords: Business & Management / Business Science Reference / Management Science

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Abstract

Establishing connection with consumers or making existing communications more powerful is curcial to attain sustainability in today's branding world. Day by day competition is getting more fierce, and the variety of products in the market even for one simple need is extraordinary in range of span. Consequently, brand managers go through rough times lately, constantly looking for alternative ways to differentiate themselves from brands of competition such as focusing on different aspects such as strengthening their images, placing associations in consumer minds, and designing better positioning to differentiate themselves apart from their competitors. Since literature is scarce with respect to pinpointing the role of brand associations in attaining brand reputation, this chapter attempted provide an overview to pinpoint the relationship between brand associations and purchasing behavior and the effects of brand associations on consumer perception to emphasize the role of associations in acquiring brand reputation.

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The Power of Associations in Creating, Building, and Sustaining Brand Value

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