Brand Ambassador Impact Analysis : Work environment and its impact on productivity

ISBN-13: 9786133994324 / Angielski

Hira Tariq

Opis

This book was undertaken to study the impact brand ambassadors have on the elements of brand equity - brand loyalty and brand image, if any. The brand ambassadors affect many aspects of the brand. Particularly because the brand ambassador is appointed so that the customers can associate all facets of the brand to this public figure. We tried to find out that since the public associated a brand with its ambassador what effect would that have on the brand equity, particularly brand loyalty and image. In order to determine the extent of the relationship between these variables - the brand ambassador, brand loyalty and brand image, we distributed 300 questionnaires out of which 284 were returned and 251 were conclusive. On the basis of these 251 questionnaires we were able to determine that it does indeed affect the elements of brand equity selected.

O autorze

Tariq, HiraHira Tariq has a Masters in Business Administration in the field of Human Resource Management and a Bachelors in Business Administration in the field of Marketing from Bahria University Islamabad, Pakistan. She is currently a lecturer at Bahria University and has also authored "The Dynammics Of The Workplace Environment".