培養(yǎng)品牌意識(shí)是一種重要的管理思想英文文獻(xiàn)及翻譯-全文預(yù)覽
【正文】 eness of the brand is playing an increasingly important role. Hightech, high valueadded products is an important factor to enhance the brand, Therefore, investment in technology and personnel to participate in international petition, the brand39。s accession to the WTO, China and international markets to accelerate the rate of merging, the degree of deepening. The face of strong petitors, Chinese enterprises only established to highlight the national character, attached to the corporate culture of high quality and high reputation of the brand to the world market, widely recognized and accepted. Rational consumer behavior, panies need to build brand awareness. The rich and diversified products, to improve the overall quality of the consumer, the adequacy of the dissemination of information has greatly enhanced the color of the rational consumer behavior. And this time, the brand has bee consumers and the link between product produced, as they judge the merits of the value of the standard product. Only those who represent highquality, high credibility of the brand, can occupy the minds of consumers longterm land a seat. Operational status of the country brand Enterprises lack the brand awareness. China39。. This is particularly likely to occur in low involvement situations where a minimum level of brand awareness may be sufficient for choice (Hoyer amp。 Keller 1993). Consumers may employ a heuristic (decision rule) to buy only familiar, wellestablished brands (Roselius 1971。 Makin 1975). The position of this small set of brands which are considered during decisionmaking is important. A brand that is not considered cannot be chosen (Baker et al. 1986), and further, the probability of the brand being chosen is a function of the number of other brands in the consideration set, for instance, the probability of a brand being selected from 1, 2, 3, or 4 brands, decreases rapidly from , , and respectively. In a situation where the consumer is aware of a number of brands which fit the relevant criteria, he or she is unlikely to expend much effort in seeking out information on unfamiliar brands. A brand that has some level of brand awareness is far more likely to be considered, and therefore chosen, than brands which the consumer is unaware of. Additionally, the strength of awareness of the brands within the consideration set can also be significant. Wilson (1981cited in Woodside amp。 Holden amp。 1 Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness Emma Macdonald and Byron Sharp In 1987 Resister and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of effects advertising model, and marketing managers claim it as an important goal of their munications activities (Kelly 1991). This paper discusses recent theoretical developments which attempt to explain the role which brand awareness plays and then presents empirical findings concerning how Australian managers utilizes brand awareness as a measure of marketing and
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