Professional Documents
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Kotler and Armstrong (2008), Shimp (2008), Belch and Belch (2003), and Kerin, Hartley and
Rudelius (2011), have coined advertising as an approach to non-personal communication which is
paid for, usually by an identified sponsor with the aim to influence the people`s attitudes towards
certain people, organizations, products, services or ideas.
The American Marketing Association as acknowledged by Grewal and Levy (2010) gives a more
comprehensive definition of advertising as the placements of announcements and persuasive
messages in time and space purchased in any mass media by business firms, non-profit making
organization, government agencies and individuals who seek to inform or persuade members of a
particular target market or audience about their products, services or ideas.
The concept of brand equity has been discussed repeatedly in various sources of literature and there
is no consensus on the definition due to the difficulty practitioners and marketers encounter in
measuring equity. Apparently there seems to be two approaches to defining brand equity namely the
financial and consumer perspective. Simon and Sullivan (1991) note that brand equity may be
defined as the value of the brand to the firm, yet Aaker (1991) and Keller (2008) concur on the
contention that brand equity denotes the value endowed to the brand by the consumer.