Results 41 to 50 of about 1,013,143 (145)

What Drives Brand Equity? The Perspective of Malaysian Consumers

Malaysian Management Journal, 2005
Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household ...
Norjaya Mohd Yasin, Mohd Nasser Noor, Osman Mohamad   +2 more
doaj  

Generating global brand equity through corporate social responsibility to key stakeholders [PDF]

In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees
Anna Torres, Tammo H. A. Bijmolt, Josep A. Tribó   +2 more
core   +6 more sources

MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS

Jurnal Aplikasi Manajemen, 2020
This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents.
Astrid Puspaningrum
doaj   +1 more source

Employee-based brand equity: a literature review and a way forward

, 2022
The notion of employee-based brand equity has gained in popularity during the last two decades. The concept of employee-based brand equity has become a key management and marketing concept because of its role in the branding and brand management process.
Yin, Xiaohong, Göç, Kubilayhan, Ahmad, Bashir, Xiaohong Yin, Kubilayhan Göç, Bashir Ahmad   +5 more
core   +1 more source

The role of brand equity and crisis type on corporate brand alliances in crises [PDF]

, 2020
Co-branding is regarded as a beneficial corporate branding strategy. Corporate crises can,however, result in one or both brands damaging customer-firm relationships.
Jaywant Singh, Quamina, L.T., Kottasz, Rita, Quamina, La Toya, Benedetta Crisafulli, Quamina, L., Crisafulli, Benedetta, Rita Kottasz, La Toya Quamina, Singh, Jaywant, Crisafulli, B., Singh, J., Kottasz, R.   +12 more
core   +1 more source

The influence of historical nostalgia on a heritage destination's brand authenticity, brand attachment, and brand equity

, 2021
This article aims to examine an integrative model of historical nostalgia, brand authenticity, brand attachment, and brand equity based on the case of the Shaolin Temple, a heritage destination in China. The discussion is based on 470 responses collected
Lee, TJ, Xiaohua Chen, You, ES, Li, X, Timothy J. Lee, Xiubai Li, Eun Sue You, Chen, X   +7 more
core   +1 more source

Constructing an Index for Brand Equity: A Hospital Example [PDF]

, 2011
If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity).
Wang, Yu-Che, Hsu, Kuei-Chu, Hsu, Sheng-Hsun, Hsieh, J.J. Po-An   +3 more
core  

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
doaj   +1 more source

hannesdatta/brand-equity-journal-of-marketing: Initial release

, 2021
Public release (with DOI on Zenodo) of the estimation algorithm used in Datta, Ailawadi and van Heerde (2017), "How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response", Journal of Marketing, available at ...
Hannes Datta
core   +1 more source

From Recognition to Reputation: The Path to City Brand Equity in Riyadh

Tourism and Hospitality
This 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
doaj   +1 more source