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A Study of The Relationship between Brand Positioning and Brand Value


Abstract It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy.

The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business... (more)
Created Date 2016
Contributor Guo, Min (Author) / Pei, Ker-Wei (Advisor) / Cui, Haitao (Advisor) / Li, Feng (Committee member) / Arizona State University (Publisher)
Subject Business administration / brand persoanlity / brand position / brand value / consumption mind / consumption possession
Type Doctoral Dissertation
Extent 57 pages
Language Chinese
Copyright
Reuse Permissions All Rights Reserved
Note Doctoral Dissertation Business Administration 2016
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS


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Description Dissertation/Thesis