Journal ArticleDOI
Brand Equity Management in a Multichannel, Multimedia Retail Environment
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TLDR
In this article, the authors present a framework to design and implement channel and communication options such that sales and brand equity effects are synergistic in a multichannel, multimedia retail marketing environment.About:
This article is published in Journal of Interactive Marketing.The article was published on 2010-05-01. It has received 181 citations till now. The article focuses on the topics: Brand management & Brand equity.read more
Citations
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The Future of Competition: Co-Creating Unique Value with Customers
TL;DR: Prahalad and Ramaswamy as mentioned in this paper presented a framework for co-creation of value where customer is at the centre stage, and the authors have accomplished that with aplomb.
Journal ArticleDOI
On Brands and Word-of-Mouth
TL;DR: In this article, the authors present a theoretical framework whose fundamentals are consumers and what stimulates them to engage in word-of-mouth (WOM) campaigns, arguing that consumers spread the word on brands as a result of three drivers: functional, social, and emotional.
Journal ArticleDOI
On Brands and Word of Mouth
TL;DR: In this article, the authors present a theoretical framework arguing that consumers spread word of mouth on brands as a result of social, emotional, and functional drivers, and identify a set of 13 brand characteristics that stimulate word-of-mouth.
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Social media's slippery slope: challenges, opportunities and future research directions
TL;DR: In this article, the authors aim to lay out the challenges that social media faces for enhancing consumer-brand engagement, and they seek to turn social media challenges into future research directions, and find that the majority of social media marketing initiatives take the form of communicating sales promotions to already engaged consumers.
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Engaging consumers on new integrated multichannel retail settings: challenges for retailers
TL;DR: In this article, a new environment where one retailer simultaneously handles more channels was proposed to discourage cross-channel free-riding, which would engage more consumers if compared to the single handled channel, which in turn would avoid switching behaviors towards competitors' channels.
References
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Journal ArticleDOI
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Journal ArticleDOI
Co-creation experiences: The next practice in value creation
TL;DR: The meaning of value and the process of value creation are rapidly shifting from a product-and firm-centric view to personalized consumer experiences as discussed by the authors, and consumers are increasingly co-creating value with the firm.
Journal ArticleDOI
Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations:
TL;DR: In this article, the effects of price, brand, and store information on buyers' perceptions of product quality and value, as well as their willingness to buy Hypotheses are derived from a study of consumers.
Book
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
TL;DR: Brand Equity Measurement and Management System (BEMMSMS) as discussed by the authors is a system for measuring and measuring the Brand Equity of a product and its brand attributes to build Brand Equity.
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Boonghee Yoo,Naveen Donthu +1 more