Results 61 to 70 of about 1,013,143 (145)

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
doaj   +1 more source

« Retail Brand Equity: A PLS Approach [PDF]

In large retail stores, France is characterized by market saturation and even a decline of several retail concepts such as variety stores, or even supermarkets and hypermarkets (Cliquet, 2000).
Magali Jara
core  

The influence of brand experience on brand loyalty in the electronic commerce sector: the mediating effect of brand association and brand trust

Cogent Business & Management
Businesses 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
doaj   +1 more source

How Behavioral Branding Affects Brand Equity. [PDF]

Front Psychol, 2022
Lieven T.
europepmc   +1 more source

A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan [PDF]

Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan.
Osman, Ms. Amber, Subhani, Muhammad Imtiaz   +1 more
core  

DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

Economic Review, 2012
Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep
Veeva Mathew, Sam Thomas, Joseph I Injodey   +2 more
doaj   +2 more sources

Brand management to protect brand equity: A conceptual model

, 2010
Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported financial value that strong brands fetch when traded in the mergers and acquisitions markets.
M'zungu, Simon, Bill Merrilees, Merrilees, Bill, Simon D M M'zungu, Dale Miller, Miller, Dale   +5 more
core   +1 more source

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

SHS Web of Conferences, 2014
The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful ...
Shin Namju, Kim Haelee, Lim Sunah, Kim Changsoo   +3 more
doaj   +1 more source

THE ANTECEDENT AND IMPACT OF GREEN BRAND EQUITY ON HONDA MOTORCYCLE WITH PROGRAMMABLE FUEL INJECTION TECHNOLOGY IN SURABAYA

Manajemen dan Bisnis, 2015
This study integrates the research model developed by Ng et al., (2014), Chen (2010), and Bekk et al., (2016) and aims to analyze the antecedent and impact of green brand equity on Honda motorcycle with Programmable Fuel Injection (PGM-FI) technology in ...
Michael Saputra Prajugo
doaj   +1 more source

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity. [PDF]

Front Psychol, 2022
He Z.
europepmc   +1 more source