Results 251 to 260 of about 1,093,955 (305)
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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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Journal of Marketing, 2009
The authors develop and validate a conditional multiplier approach for valuing branded businesses. The approach enhances traditional multiplier-based valuation by explicitly incorporating brand characteristics into the model. The authors present theoretical arguments why, develop a model to demonstrate how, and provide an empirical illustration to ...
Natalie Mizik, Robert Jacobson
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The authors develop and validate a conditional multiplier approach for valuing branded businesses. The approach enhances traditional multiplier-based valuation by explicitly incorporating brand characteristics into the model. The authors present theoretical arguments why, develop a model to demonstrate how, and provide an empirical illustration to ...
Natalie Mizik, Robert Jacobson
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International Journal of Contemporary Hospitality Management, 2017
Purpose This study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.
Robert J. Harrington +2 more
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Purpose This study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.
Robert J. Harrington +2 more
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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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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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Design Management Journal (Former Series), 1997
CATERPILLAR MEANS great earth‐moving equipment. But as Bonnie Briggs explains, the attributes embodied in the Cat brand and its visual expression have meaning and economic value far beyond the realm of heavy machinery. As the company has become more involved in brand extensions, it has come to a better understanding of the Caterpillar brand, as well as
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CATERPILLAR MEANS great earth‐moving equipment. But as Bonnie Briggs explains, the attributes embodied in the Cat brand and its visual expression have meaning and economic value far beyond the realm of heavy machinery. As the company has become more involved in brand extensions, it has come to a better understanding of the Caterpillar brand, as well as
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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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1994
The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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Long Range Planning, 1990
In 1984 News Group, the Australian flagship company of Rupert Murdoch’s world-wide publishing empire included a valuation for ‘publishing titles’ in its balance sheet. Murdoch did this because the ‘goodwill’ element of publishing acquisitions — the difference between the value of the net assets and the price paid — can be enormous and, being an ...
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In 1984 News Group, the Australian flagship company of Rupert Murdoch’s world-wide publishing empire included a valuation for ‘publishing titles’ in its balance sheet. Murdoch did this because the ‘goodwill’ element of publishing acquisitions — the difference between the value of the net assets and the price paid — can be enormous and, being an ...
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Value-oriented brand positioning
The International Review of Retail, Distribution and Consumer Research, 2000The objective of brand positioning is to place a brand that is clearly distinguishable from competitors' brands on the market. The principal aim is to ensure that the brand occupies a unique position on the market and that it is endowed with a precisely defined profile with clear-cut contours.
Andreas Herrmann, Frank Huber
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