Results 281 to 290 of about 1,144,605 (334)

Perceived social media marketing activities and consumer-based brand equity

, 2020
PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model.
K. Koay, D. Ong, Kim Leng Khoo, Hui Jing Yeoh   +3 more
semanticscholar   +1 more source

Brand Experience and Brand Equity

Vision: The Journal of Business Perspective, 2019
Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings.
Faseeh Amin Beig, Fayaz Ahmad Nika
openaire   +1 more source

Brand equity and brand vulnerability

European Journal of Marketing, 2003
Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent driver concerns the impact of marketing, and of marketing communication activity in particular, on brand ...
Lynne Eagle, Philip J. Kitchen, Lawrence Rose, Brendan Moyle   +3 more
openaire   +1 more source

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

Journal of Brand Management, 2023
Zoe Lee, A. Spry, Y. Ekinci, J. Vredenburg   +3 more
semanticscholar   +1 more source

Brands and Brand Equity

Ovidius University Annals, Economic Sciences Series, 2011
Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market.
openaire  

Brand equity

2011
Opis pojma tržišne vrijednosti ...
openaire   +2 more sources

A study on the effects of social media marketing activities on brand equity and customer response in the airline industry

, 2018
This study analyzes the effects of social media marketing activities (SMMAs) on brand equity and customer response in the airline industry. A survey was conducted with a total of 302 passengers who used social media managed by airlines, and the collected
E. Seo, Jin-woo Park
semanticscholar   +1 more source

Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions

2023
Lydia Hidayu Lily Suhairi, Noor Hasmini Abdul Ghani   +1 more
openaire   +1 more source

Understanding brand’s value: advancing brand equity tracking to brand equity management

Handbook of Business Strategy, 2004
Once strictly the purview of the marketing department, savvy organizations now see the value in using brand as a focal point for their overall business strategies. Many are using it as a guidepost for internal actions and interactions with customers and other key stakeholders.
openaire   +1 more source

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

, 1993
Kevin Lane Keller
semanticscholar   +1 more source