Results 271 to 280 of about 115,950 (307)
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How luxury brands build customer-based brand equity through phygital experience
Journal of Strategic Marketing, 2022Digitization has significantly impacted the purchasing behavior of luxury consumers. Now, luxury brands are trying to maximize consumers’ experiential value through ‘phygital’ marketing. Considering this trend, it is crucial to analyze how luxury brand websites are structured and perceived by consumers.
Hyun, Hyowon +3 more
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Customer-Based Brand Equity for Global Brands: A Multinational Approach
Journal of Euromarketing, 2009Focusing on the dimensions and measurement, this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA, Turkey, and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality, brand loyalty, brand associations,
Eda Atilgan +3 more
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Ethical dimension of customer-based brand equity
International Journal of Business Excellence, 2017Several authors have conceptualised customer-based brand equity (CBBE) to include few dimensions including brand awareness, etc., and a lot of studies have been undertaken in this regard. However, few studies have considered the effect of ethical dimension of brand to have an impact on CBBE.
Biplab Datta, Srabanti Mukherjee
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Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions
Metamorphosis: A Journal of Management Research, 2017The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A
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Measuring Customer Based Brand Equity Using Aaker's Model
Indian Journal of Marketing, 2013Building a strong brand requires careful planning and a great deal of long-term investment. The most distinctive skill of professional marketers is the ability to create, maintain, enhance and protect brands. Brand equity being the added value of a product by virtue of its brand has both psychological and financial value for a firm. This paper attempts
R. Shashikala, A. M. Suresh
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Understanding (customer‐based) brand equity in financial services
Journal of Services Marketing, 2007Purpose – The purpose of this study is to advance marketers' understanding of customer‐based brand equity (CBBE) within the context of a B2B financial service marketing setting.Design/methodology/approach – Two nation‐wide studies were used to investigate whether brands are in fact differentiated in the minds of the target audience; test two competing ...
Steven A. Taylor +2 more
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Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management
2016Brand management literature has lately started focusing on the management of intangible sources of brand performance. This transition has also become obvious from explicit to implicit brand management practices. Customer-Based Brand Equity (CBBE) is one of the areas that are of high concern to marketers and it deals mostly with subjective perceptions ...
Manqoosh ur Rehman, A. Rashid Kausar
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CUSTOMER-BASED BRAND EQUITY – AN INNOVATIVE APPROACH [PDF]
THE YEARBOOK OF THE “GH. ZANE” INSTITUTE OF ECONOMIC RESEARCHES, 2014 Brands are an integral part of today’s marketplace. The area of brand equity has received significant research attention in recent years. The fields of brand and innovation management are strongly interrelated. Innovation plays a significant role in establishing brand equity.
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Destination Brand Promise: The Core of Customer-Based Brand Equity Modeling
Tourism Analysis, 2018The present study contributes to the discussion on transferring the concept of customer-based brand equity (CBBE) to a tourism destination context. The core component of the proposed CBBE model for tourism destinations (CBDBE) considers customers' evaluation of the destination promise in terms of the transformation of destination resources into value ...
Tatiana Chekalina +2 more
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Journal of Marketing, 1993The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less ...
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