Results 271 to 280 of about 9,015 (304)

Customer-based brand equity building

Journal of Vacation Marketing, 2016
The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view.
Šerić, Maja, Gil-Saura, Irene, Mikulić, Josip   +2 more
openaire   +2 more sources

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.
openaire  

Customer-based brand equity of smartphone in the emerging market

International Journal of Mobile Communications, 2017
Yin-Tsuo Huang, Kuang-Hsun Shih
openaire   +1 more source

Customer-based Destination Brand Equity Model

2022
Tatiana Chekalina, Matthias Fuchs, Maria Lexhagen   +2 more
openaire   +1 more source

An analysis of brand relationship with the perceptive of customer based brand equity pyramid [PDF]

, 2014
The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is important.
Umesh Ramchandra Raut, Pedro Quelhas Brito   +1 more
openaire  

Developing a “customer-based place brand equity – destination branding” instrument

2019
Bose, Sunny, Roy, Sanjit Kumar, Nguyen, Bang   +2 more
openaire   +2 more sources

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Journal of Business Research, 2012
Angella J Kim, Eunju Ko
exaly  

Linking Brand Equity to Customer Equity

Journal of Service Research, 2006
Robert P Leone, Vithala R Rao, Kevin Lane Keller   +2 more
exaly  

Ethical dimension of customer-based brand equity

International Journal of Business Excellence, 2017
Biplab Datta, Srabanti Mukherjee
openaire   +1 more source

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Journal of Marketing, 2012
Florian Stahl, Donald R Lehmann, Scott A Neslin   +2 more
exaly