Results 11 to 20 of about 237,849 (323)
Impact of Organizational Brand-Building Strategies on Organizational Brand Equity: A Moderating Role of Brand-Oriented Leadership [PDF]
Frontiers in Psychology, 2022 In this era of competition, branding is an essential marketing tool for organizations to compete in today's dynamic markets. Organizations should realize the importance of employee-based brand equity from the perspectives of customer branding and ...
Zhang Wei
doaj +2 more sources
Influencing factors of employee brand equity from the perspective of FinTech [PDF]
Frontiers in Psychology, 2022 Recent years have seen a heated discussion on what influences employees’ recognition of enterprise brand equity among the psychological community. Some empirical evidence suggests that the brand equity of consumers and brand equity of sales are two ...
Lichao Lin, Ziling Huang, Xiaofei Jia
doaj +2 more sources
Consumer Learning and Brand Equity [PDF]
Journal of Consumer Research, 2000 A series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the latter may occur.
van Osselaer, Stijn M J, Alba, Joseph W
openaire +3 more sources
Impact of Knowledge Dissemination on Employee-Based Brand Equity: Mediating Role of Brand Identification and Emotional Attachment [PDF]
Frontiers in Psychology, 2022 The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the ...
Han Liu
doaj +2 more sources
How Behavioral Branding Affects Brand Equity [PDF]
Frontiers in Psychology, 2022 Maintaining and increasing brand equity is the top priority for most brand managers. This includes not only the areas of public relations and advertising, but also the way in which sales staff communicates regarding the brand. According to behavioral branding, the brand should be strengthened by the brand fit of the employees.
Lieven T.
openaire +4 more sources
The impact of brand concept on brand equity [PDF]
Asia Pacific Journal of Innovation and Entrepreneurship, 2017 PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment ...
Joo-Eon Jeon
openaire +4 more sources
Mediating model of brand equity and its application [PDF]
Spanish Journal of Marketing-ESIC, 2019 Purpose – This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements.
Umesh Ramchandra Raut +3 more
doaj +1 more source
Investigating green brand equity and its driving forces [PDF]
Management Science Letters, 2020 Green brand equity becomes increasingly important in green marketing. Increased green brand equity may promote customer’s purchasing behavior. This paper investigates the relationship between green brand equity and its driving forces, namely, green trust,
Minh Tri Ha
doaj +1 more source
The impact of industrial brand equity on brand performance from the perspective of buying center members (Case study: Manufacturers of home appliances in Tehran) [PDF]
مدیریت بازرگانی, 2014 Nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for ...
Zohre Dehdashti Shahrokh +1 more
doaj +1 more source
CITY BRANDING DI JEMBER : ANALISIS PERSPEKTIF DARI PENGUNJUNG
Business and Finance Journal, 2021 This study aims to analyze the effect of brand attitude and brand image on brand preference through mediating brand equity. The data collection technique used was a survey through a questionnaire given to respondents.
Ardian Jaya Prasetya +2 more
doaj +1 more source