Results 31 to 40 of about 1,349 (104)
Research on brand extension feedback effects based on customer equity
South African Journal of Business Management, 2015 As a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity.
J. Shao, J. Zhang, K. Chen
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From Recognition to Reputation: The Path to City Brand Equity in Riyadh
Tourism and HospitalityThis study examines the determinants of city brand equity in the context of Riyadh Season, a large-scale cultural and entertainment festival in Saudi Arabia.
Nouf Alrayes, Abdullah Alhidari
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Examining the factors effective on brand equity from potential and actual customer’s viewpoint
Marketing i Menedžment Innovacij, 2017 The aim of the article. The main purpose of the present study is to survey and elaborate on the factors effective on brand equity from the potential and actual customer’s viewpoint. The results of the analysis.
H. Gharehbiglo +3 more
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Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2020 This study is based on inheritance patternsof customer-basedbrand equity in terms of customer perception by two authors of Aaker (1992,1996) and Keller (1993,2013) to explorethe components of brand equity in the banking sector and ...
Hoàng Thị Phương Thảo +1 more
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PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG OLEH MAHASISWA UNIVERSITAS X
Jurnal Ilmiah Bisnis dan Ekonomi Asia, 2016 Currently existing business competition is not only limited to the quality of products, technology products, and display products, but also about the brand used in the product that can cause an image to consumers. Brand is the label that carries meaning
Abraham Adijaya
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The South East Asian Journal of Management, 2014 The starting point of this study is the phenomenon termed misleading brand placement, a con- dition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age.
Adi Zakaria Afiff +2 more
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Brand Equity Perceptual Mapping: Competitive Landscapes and Consumer Segments in Brand Equity Space
Journal of Applied Marketing Theory, 2014 This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space.
Brian Parker
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Marketing assets: Relating brand equity and customer equity
Intangible Capital, 2016 Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent of customer equity.
Jaime Romero, María J. Yagüe
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Cogent Business & ManagementBusinesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity.
Vo Minh Sang, Mai Chi Cuong
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Brand Policy and Brand Equity [PDF]
Symphonya. Emerging Issues in Management, 2001 A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic ...
openaire +6 more sources