Results 291 to 300 of about 14,283,040 (352)

Brand management in the era of fake news: narrative response as a strategy to insulate brand value

Journal of Product & Brand Management, 2019
Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly ...
Adam J. Mills, Karen Robson
semanticscholar   +1 more source

Brand relationship, consumption values and branded app adoption

Industrial Management & Data Systems, 2014
Purpose – 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, Yan Chen 0016, Kuang-Wei Wen   +2 more
openaire   +1 more source

Olympic Sponsorships and Brand Value: An Empirical Analysis

, 2020
The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the
A. Yazdanparast, Omer Bayar
semanticscholar   +1 more source

Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

Journal of Advertising Research, 2004
ABSTRACT 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
openaire   +1 more source

How perceived brand globalness creates brand value

Journal of International Business Studies, 2002
In 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, Rajeev Batra, Dana L Alden   +2 more
openaire   +3 more sources

Separation of Brand Equity and Brand Value

Global Business Review, 2010
Brand 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. Brand equity is a set of
openaire   +1 more source

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

Journal of Marketing Management, 2019
This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector.
M. Mingione, L. Leoni
semanticscholar   +1 more source

Brand Value in Social Interaction

Management Science, 2007
This 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.
openaire   +1 more source

The Value of Brands

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.
openaire   +1 more source

Valuing Branded Businesses

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
openaire   +1 more source