Marisa Maio Mackay

TL;DR: In this paper, the authors compared the performance of brand loyalty measures in two service markets, namely, a telecommunications market and a credit card market, and found that there is no difference in the performance when compared with a repeat-purchase market.

TL;DR: In this paper, the authors present further empirical results on the convergent and predictive ability of a selection of consumer-based brand equity measures, and conclude that managers should now have more confidence in selecting from a range of brand-equity measures, many of which can be collected easily and at minimal cost.

TL;DR: In this article, the authors applied ten existing consumer based measures of brand equity to a financial services market (credit cards) to determine whether these measures that have typically been applied in product markets can be used to capture brand equity in a service market.

TL;DR: It is hoped that as a result of this paper, more managers involved with the “wicked” problem of innovative product forecasting will recognise the need to adopt a more explicit multiple perspective inquiry methodology in their efforts to combine forecasting methods.

TL;DR: Brand equity is a relatively new concept that has created interest among practitioners and academics in both the marketing and financial arenas since the 1980s as discussed by the authors, however, there is minimal consensus on what brand equity is and how it should be measured.