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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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Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
Journal of Advertising Research, 2004ABSTRACT This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach that integrates common marketing research metrics into financial calculations and meets ...
Oliver Hupp, Ken Powaga
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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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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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Separation of Brand Equity and Brand Value
Global Business Review, 2010Brand value and brand equity represent two different, yet intricately linked, concepts. Brand value is the net present value of future cash flows from a branded product minus the net present value of future cash flows from a similar unbranded product—or, in simpler terms, what the brand is worth to management and shareholders.
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International Marketing Review, 2016
PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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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
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 show
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 show
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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SSRN Electronic Journal, 2009
The success of brands and branding over the past 100 years is a strong sign for the value adding function and benefits of brands. However, seen from an evolutionary perspective, the value brands provide can only be understood in relation to both, time and place. Brands survive and are of value, because they fulfill a certain function in consumers lives.
Roland Schroll, Johann Füller
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The success of brands and branding over the past 100 years is a strong sign for the value adding function and benefits of brands. However, seen from an evolutionary perspective, the value brands provide can only be understood in relation to both, time and place. Brands survive and are of value, because they fulfill a certain function in consumers lives.
Roland Schroll, Johann Füller
openaire +1 more source