Results 91 to 100 of about 24,411,852 (188)

The brand equity: evidence on marketing investment [PDF]

The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand.
Davcik, Nebojsa
core  

Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry 

, 2017
Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has
Talavera, Pedro Alonso, Heurtaux, Arthur, Gyori, Laszlo Alexandru   +2 more
core   +2 more sources

Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico [PDF]

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand.
Rajagopal
core   +2 more sources

THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT [PDF]

Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set.
Ovidiu I. MOISESCU
core  

Understanding Consumer Acceptance of Genetically Modified Foods: A Theory of Planned Behavior-Brand Equity-Sociodemographic Interactions. [PDF]

Foods
Attieh L, Andrés Sánchez J, Gallo MP, Arias-Oliva M.   +3 more
europepmc   +1 more source

Rationalizing manifold CSR dimensions-and-aspects towards sustainable business performance of small and medium-sized enterprises: Findings from pre-hoc and post-hoc analysis. [PDF]

PLoS One
Zhang G, Hossain GMS, Zhang J, Li M, Rahman MS, Firdaus HB.   +5 more
europepmc   +1 more source

Inclusive leadership and financial-marketing decision-making in crises: gender diversity and brand resilience. [PDF]

Front Psychol
Javeed A, Khan MY, Alomair A, Al Naim AS.   +3 more
europepmc   +1 more source

Customer-based brand equity concept : examining the applicability in the business-to-business context

, 2008
The study expands the current state of knowledge by contributing to one of under-researched areas in the business-to-business (B2B) context, namely brand equity.
Ossipenko, Galina,
core  

How Perceived Crowding Shapes Tourists' Impulsive Buying in Internet-Famous Supermarkets: The Roles of Bipolar Emotions and Brand Trust. [PDF]

Behav Sci (Basel)
Lu Y, Zhang X, Xiao Y, Liu D, Xi J.
europepmc   +1 more source

The Moderating Role of Tourism Management and Advertisement Between Customer-based Brand Equity and Brand Image

Ianna Journal of Interdisciplinary Studies
Background: In the competitive hotel sector, building sustainable brands with favourable equity and distinctive brand image is a key objective. However, the complex interplay between brand equity determinants, in the form of  awareness, association, and
Wassil Elanguoud, Imane Laamrani el idrissi, Hamza Hayouni, Nada El Yassini, Youssef Khatori, Fatima Zohra Sossi Alaoui   +5 more
doaj