hig.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Recognition of Brand Equity and Advertising in the Banking Industry in Cameroon. Case study Citibank N.A.: MBA-thesis in marketing
Högskolan i Gävle, Institutionen för ekonomi.
2009 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

PURPOSEThe main purpose of this research is to determine the consumer level approach of brand equity in Citibank N.A using empirical information based on its brand awareness. The awareness of a brand would show the level of the brand recognition. A telephone interview was conducted to explain the different aspects that constitute the recognition of brand equity and brand awareness of Citibank N.A-Cameroon in addition to its ads.

RESEARCH QUESTIONHow can Citibank N.A, Cameroon subsidiary, measure the level of its brand equity from its brand awareness?

RESEARCH APPROACH/METHODOLOGYIn order to answer the research question and achieve the research objective established for this research, a structured research method was required. In this research a qualitative research approach was applied to suit the content of the research. A telephone interview was conducted to give a qualitative view of this research.

FINDINGS AND CONCLUSIONSAwareness (aided, unaided), contributes to the recognition of brand equity. In the empirical part of the thesis brand recognition and awareness can be facilitated by Citibank-Cameroon subsidiary being participative in its social corporate responsibility plan to develop the community by planting trees and organizing football competition every summer holidays. This brand strategy has been used for several years to keep a positive brand image of the bank.

Ort, förlag, år, upplaga, sidor
2009. , s. 42
Nyckelord [en]
Brand Equity, Brand Awareness, Citibank N.A-Cameroon, Telephone interview
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hig:diva-3799Arkivnummer: E3BA: DiVA 019/09OAI: oai:DiVA.org:hig-3799DiVA, id: diva2:174532
Presentation
(Engelska)
Uppsök
samhälle/juridik
Handledare
Tillgänglig från: 2009-03-09 Skapad: 2009-02-23 Senast uppdaterad: 2010-03-23Bibliografiskt granskad

Open Access i DiVA

fulltext(254 kB)4008 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 254 kBChecksumma SHA-512
0294bc6ed80466a1e1715d4f7c6632344e2cbaa4a1d18e4a9c1eb3ed92c198b3dc43a09a330c46469b2336851f93098e0fefae80710e01fba5dbe0a29f1190e9
Typ fulltextMimetyp application/pdf

Av organisationen
Institutionen för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 4008 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 4034 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf