Investigating the relationship between brand image and profitability

Li, Ziyue and Okoro, Ogechi (2018) Investigating the relationship between brand image and profitability. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

The aim of the research is to investigate the relationship between brand image and profitability in the case of a cosmetics and skincare store. This research focuses on what effect brand image can have on a store’s economic income, from three aspects. A qualitative method was used to gain information, A questionnaire is the most important research form in this research project. Brand image is an external manifestation of enterprise spiritual culture; the intangible assets of an enterprise, so the store should establish a high degree of brand image. Based on the research result, brand image could be enhanced by strengthening brand management, optimising brand design and attaching importance to product and service quality.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:image, branding, marketing, profitability
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6455
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Deposited On:13 Dec 2018 05:19
Last Modified:13 Dec 2018 05:19

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