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Chasing brand value: Fully leveraging brand equity to maximise brand value
Journal of Brand Management, 2008Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the ...
Randle D Raggio, Robert P Leone
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Brand architecture: building brand portfolio value
Strategy & Leadership, 2002Corporations must routinely ask “how should we allocate existing financial and human resources among our brands to grow shareholder value?” Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter‐relationships within the existing portfolio.
Michael Petromilli +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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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
openaire +1 more source