Advanced Search
MyIDEAS: Login to save this book or follow this series

The Origin of a Product and Brand Value

Contents:

Author Info

  • Tina Vukasovic

    (International School for Social and Business Studies, Celje, Slovenia)

Registered author(s):

    Abstract

    The monograph covers three topics. The first part, "Development and Definition of Marketing, the Basic Marketing Concepts, the Marketing Mix and the Origin of a Product: An Additional Element of the Marketing Mix," represents the developmental milestones of marketing and various definitions of marketing and continues to present the basic marketing concepts. As part of the Chapter discussing the marketing mix, the definition of the marketing mix, its elements and their characteristics are presented. The origin of a product is particularly noted as an additional element of the marketing mix. In the second part, "The Brand and the Perceived Brand Value through the Eyes of the Consumer," the definition of the brand, its significance for the user as well as for its owner and the balanced view of the brand are presented. In the monograph the field of the perceived brand value is presented from an external perspective, this mean how the perceived brand value seen through the eyes of the consumer. In the third part of the monograph titled "The Structural Model of Correlations between the Origin of a Product and the Brand Value" the theoretical findings are completed by the original structural model of the correlations between the origin of a product, the elements of the marketing mix and the perceived brand value. The correlation model is methodologically estimated for selected brand. The content of the monograph is based on the fact that the origin of a product has at least equally statistically significant impact on the perceived brand value as the selected elements of the marketing mix and reveals that the origin is an additional element of the marketing mix of a product.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.issbs.si/press/ISBN/978-961-6813-18-1.pdf
    File Function: full text in Slovene
    Download Restriction: no

    File URL: http://www.issbs.si/press/ISBN/978-961-6813-19-8/flipbook.html
    File Function: full text in Slovene (FlipBook)
    Download Restriction: no

    Bibliographic Info

    as in new window
    This book is provided by International School for Social and Business Studies, Celje, Slovenia in its series ISSBS Monographs with number 978-961-6813-18-1 and published in 2013.

    ISBN: 978-961-6813-18-1
    Handle: RePEc:isv:issbsm:978-961-6813-18-1

    Contact details of provider:
    Web page: http://www.issbs.si

    Related research

    Keywords: marketing; marketing mix; the origin of a product; brand; the perceived brand value;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:isv:issbsm:978-961-6813-18-1. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Goran Dakovic).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.