Chronique des lettres françaises / Joseph Place, directeur

1928/07 (N34)-1928/08.

Chronique des lettres françaises / Joseph Place, directeur

1925/07 (N16)-1925/08.

Chronique des lettres françaises / Joseph Place, directeur

1925/01 (N13)-1925/02.

Chronique des lettres françaises / Joseph Place, directeur

1923/05 (N3)-1923/06.

Chronique des lettres françaises / Joseph Place, directeur

1927/07 (N28)-1927/08.

Chronique des lettres françaises / Joseph Place, directeur

1927/01 (N25)-1927/02.

Chronique des lettres françaises / Joseph Place, directeur

1924/07 (N10)-1924/08.

Chronique des lettres françaises / Joseph Place, directeur

1926/05 (N21)-1926/06.

Chronique des lettres françaises / Joseph Place, directeur

1924/01 (N7)-1924/02.

Chronique des lettres françaises / Joseph Place, directeur

1923/07 (N4)-1923/08.

Chronique des lettres françaises / Joseph Place, directeur

1927/07 (N29)-1927/12 (N30).

Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

Brand positioning for sport goods

The objective of this study was to find out how Exel position itself against its most important competitors, and how it could strengthen its own position in the future. Both end and intermediate customers was researched about their preferences and how the decision process could be influenced. The research was done by telephone interviews and the data was analyzed by statistical methods. The results showed that the decision making when buying floorball sticks is mainly influenced by the image of the brand and the popularity of the brand, rather than the actual technical abilities of the stick.

Consumers’ brand experiences of magazine brands

Tässä kvalitatiivisessa pro gradu -työssä tutkittiin kuluttajien brändikokemuksia aikakauslehtien brändeistä. Päätutkimusongelmana oli kuinka kuluttaja kokee aikakauslehden brändin. Alaongelmia olivat seuraavat: mitä ovat brändikokemukset, mitkä ovat brändikokemuksen ulottuvuudet, mitkä konseptit liittyvät brändikokemukseen, kuka on vastuussa brändikokemusten luomisesta ja miten brändikokemuksia luodaan. Tässä tutkimuksessa on analysoitu yhtä avointa kysymystä: kerro meille kokemuksiasi X lehden brändistä. Vastausten perusteella vastaajista muodostettiin kahdeksan ryhmää: Uloskasvaneet, Internet-sivujen käyttäjät, Toistoon kyllästyneet, Vertaistukijat, Nostalgiset, Uskolliset, Tyytyväiset ja Luottavaiset.