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Evaluating brand value on the web
Proceedings of the 3rd workshop on Information credibility on the web, 2009The value of a brand name is an important factor that consumers often take into consideration when making their purchasing decisions. However, it is difficult for users to evaluate correctly the value of a brand name, especially when they encounter it for the first time. In reality, sometimes a brand's description or its use is purposely manipulated so
Takuya Kobayashi +3 more
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Review of Economic Dynamics, 2012
Abstract We study the role of brand capital – a primary form of intangible capital – for firm valuation and risk in the cross section of publicly traded firms. Using an empirical measure of brand capital stock constructed from advertising expenditures accounting data, we show that: (i) firms with low brand capital investment rates have higher average
Frederico Belo +2 more
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Abstract We study the role of brand capital – a primary form of intangible capital – for firm valuation and risk in the cross section of publicly traded firms. Using an empirical measure of brand capital stock constructed from advertising expenditures accounting data, we show that: (i) firms with low brand capital investment rates have higher average
Frederico Belo +2 more
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Journal of Brand Management, 1995
Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity.
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Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity.
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Brand experimental value versus brand functional value: which matters more for the brand?
European Journal of Marketing, 2015Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM).
Elena Delgado-Ballester +1 more
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Brand value creation: Analysis of the Interbrand-Business Week brand value rankings
Marketing Letters, 2006Brand value has become an important corporate performance metric, as can be observed from the close following of the annual Top 100 Brand Values ranked by brand consultancy firm Interbrand and reported in Business Week. In this study, we employ a simultaneous equations model to examine the non-linear influence of lagged advertising, marketing ...
Chu, S., Keh, H.T.
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Social Brand Value and the Value Enhancing Role of Social Media Relationships for Brands
2012 45th Hawaii International Conference on System Sciences, 2012Due to the social media revolution and the emergence of communities, social networks, and user generated content portals, prevalent branding concepts need to catch up with this reality. Given the importance of social ties, social interactions and social identity in the new media environment, there is a need to account for a relationship measure in ...
Johann Füller +3 more
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Brand relationship, consumption values and branded app adoption
Industrial Management & Data Systems, 2014Purpose – The purpose of this paper is to examine influential factors on branded app adoption from the perspectives of brand relationship and consumption values. Thus a research model integrating consumer-brand relationship literature and the theory of consumption values is developed.
Kuo-Fang Peng +2 more
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How perceived brand globalness creates brand value
Journal of International Business Studies, 2002In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences brand purchase likelihood. Using consumer data from the USA and Korea, we find that PBG is positively related to both perceived brand ...
Jan-Benedict E M Steenkamp +2 more
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Brand Value in Social Interaction
Management Science, 2007This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other.
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2010
The value of brands materializes in several ways. The most direct and obvious is the sale of products and services to consumers. The combination of the price paid for a product plus the quantity and frequency of purchase creates the sales revenues for a business. This is converted into profits and ultimately shareholder value.
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The value of brands materializes in several ways. The most direct and obvious is the sale of products and services to consumers. The combination of the price paid for a product plus the quantity and frequency of purchase creates the sales revenues for a business. This is converted into profits and ultimately shareholder value.
openaire +1 more source