Proposal) Measuring the brand equity of NGO’s)

فهرست مطالب 

1   Introduction                                                                              2

     1.1   Problem Statement                                                            3

     1.2   Research Question                                                   3

          1.3    Theoretical & Practical Values of This Research           3

     1.4   Structure of  research                                               4

2   Literature Review                                                      4

     2.1   Definitions                                                                4

             2.1.1   Brand                                                                    4

             2.1.2   Branding                                                                5

             2.1.3   Brand Equity                                                          5

             2.1.4   NGO                                                                     6

     2.2   Theories and Model Review                                              6

             2.2.1   Aaker's Model                                                        8

             2.2.2   Berry's Model                                                        9

             2.2.3   Equitrack's Model                                                  10

             2.2.4   Keller's Model                                                       11

             2.2.5   Kapferer's Model                                                    13

             2.2.6   Feldwick's Model                                                   14

     2.3   Model Selection                                                                15

             2.3.1   Company's Presented brand                                    15

             2.3.2   External Brand Communications                            16

             2.3.3   Customer Experience with Company                      16

             2.3.4   Brand Awareness                                                   16

             2.3.5   Brand Meaning                                                      16

3   Hypotheses                                                                               16

4   Research Methodology                                                              17

     4.1   Research Purpose                                                              17

     4.2   Research Approach                                                           17

     4.3   Research Strategy                                                              17

     Data Collection                                                                         18

     4.5   Data Analysis                                                                    18

5   References                                                                                 19

 

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