Results 21 to 30 of about 115,950 (307)

Customer Based Brand Equity and University Brand Management

VNU Journal of Science: Economics and Business, 2019
As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991 ...
openaire   +1 more source

Building brand equity with environmental communication: an empirical investigation in France [PDF]

, 2011
International audiencePurpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and ...
Benoît-Moreau, Florence, Parguel, Béatrice   +1 more
core   +3 more sources

Navigating the Digital Landscape: The Impact of Social Media Agility on Customer-Based Brand Equity, Customer Engagement and Customer Motivation

Journal of Theoretical and Applied Electronic Commerce Research
Despite the increasing number of social media users and the advantages linked to agility in other areas, the implementation of agility within a social media framework remains unexamined.
Chinedu Felix Ikoko, Figen Yeşilada, Iman Aghaei   +2 more
doaj   +1 more source

The Effect Of Services Marketing Mix Elements On Customer-Based Brand Equity: An Empirical Study On Mobile Telecommunication Service In Indonesia [PDF]

, 2016
This paper explores the effect of services marketing mix elements on customer-based brand equity through empirical study of mobile telecommunication service in Indonesia. This study aims to determine the influence of such elements on customer-based brand
, Dr. Ihwan Susila, SE., M.Si., Rusdianto, Ashwin Hendik   +1 more
core  

Disentangling the relationships between denomination of origin regulatory councils activities and Spanish wineries' export performance

Agribusiness, EarlyView.
Abstract World markets for quality differentiated agri‐food products are highly competitive, presenting significant challenges for firms aiming to compete effectively. Government agencies and business organizations often implement various export promotion policies to address these challenges.
Nicolás Depetris‐Chauvin, Marta Fernández‐Olmos   +1 more
wiley   +1 more source

Investigating the interaction effects of customer based brand equity (In Case of Mashhad five stare hotels) [PDF]

‫مدیریت بازرگانی, 2013
Today make a strong brand is an objective for many organizations like service organizations. Therefore building a brand in the hotel industry is important in this area, but little research has been carried out with experimental approach in this area ...
Fariborz Rahimnia, Seyedeh Zahra Fatemi, Ata Ollah Harandi   +2 more
doaj   +1 more source

Pengaruh Persepsi Negara Asal terhadap Niat Beli Ulang Dimediasi oleh Ekuitas Merek [PDF]

, 2018
A customer in determining the intention to repurchase is determined by various factors, such as the image of the home country and the equity of a brand.
Putra, I. K. (I), Respati, N. N. (Ni), Setiawan, P. Y. (Putu)   +2 more
core   +2 more sources

Price Transmission During Promotions: A Case Study of Spanish Milk Brands

Agribusiness, EarlyView.
ABSTRACT Price promotion is the marketing tool typically used by retail brands to boost sales and gain market share. In this paper, we intend to investigate the price transmission mechanism among competitive brands in Spain when price reductions that are associated with price promotions take place.
Yasmine Bedoui, Yan Jin, José María Gil   +2 more
wiley   +1 more source

Impact of Knowledge Dissemination on Employee-Based Brand Equity: Mediating Role of Brand Identification and Emotional Attachment

Frontiers in Psychology, 2022
The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the ...
Han Liu
doaj   +1 more source

Towards a B2B customer-based brand equity model [PDF]

Journal of Targeting, Measurement and Analysis for Marketing, 2008
Until recently branding has mainly been discussed in a consumer marketing setting. Practitioners and academia have, however, recently shown interest in B2B branding. Naturally this has led to a need for performance measuring and diagnostic tools for brand equity in a B2B setting.
Morten Bach Jensen, Kim Klastrup
openaire   +1 more source