Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue consists of two papers and a case study. The first paper, "Factors Affecting Brand Image: The Case of Pepsodent in Da Nang, Vietnam", by Trinh Le Tan and Dao Thi Dai Trang, pertains to the brand image of the well-known toothpaste brand Pepsodent in Da Nang, Vietnam. The study explores the impact of customer attitude, brand familiarity, brand awareness and brand extensions on the brand image of Pepsodent. The methodology used is regression analysis, based on feedback from 200 respondents. It is found that all the four variables have positive and significant impact on parent brand image. Brand familiarity, followed by brand awareness and brand extensions, has the maximum impact, thereby suggesting that marketers have to focus more on these parameters in order to build a strong and positive brand image.

The second paper, "The Impact of Tourists' Sociodemographic Characteristics on Perceived Destination Image", by Sabari Shankar R, also pertains to brand image; but this time, the brand image of a tourist destination. The paper examines the influence of sociodemographic characteristics of tourists on perceived destination image, both cognitive and affective. …

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