Results 281 to 290 of about 14,283,040 (352)
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ESG performance, media coverage and brand value
Asia Pacific Journal of Marketing and LogisticsPurposeThe performance of corporations in sustainable development is not only a concern of investors, but has also captured ever-increasing attention from consumers.
Xiang Zou +3 more
semanticscholar +1 more source
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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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.
openaire +1 more source
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
openaire +1 more source
, 2020
The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest houses.
Rosemary Matikiti-Manyevere +2 more
semanticscholar +1 more source
The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest houses.
Rosemary Matikiti-Manyevere +2 more
semanticscholar +1 more source
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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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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Branding in the age of social media firestorms: how to create brand value by fighting back online
Journal of Marketing Management, 2019Leading research on social media firestorms typically advises managers to quickly quell the backlash by appeasing brand critics. Drawing on crisis communications and branding research, we offer a radically different perspective and argue that brands can ...
Joachim Scholz, Andrew N. Smith
semanticscholar +1 more source
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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SNS eWOM sentiment: impacts on brand value co-creation and trust
Marketing Intelligence & Planning, 2019PurposeThe purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing
C. Seifert, Wi-Suk Kwon
semanticscholar +1 more source