Book ChapterDOI
How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix
Rong Huang,Emine Sarigöllü +1 more
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In this article, the authors investigated the relation between brand awareness and market outcome, and found that consumer's brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts.About:
This article is published in Journal of Business Research.The article was published on 2012-01-01. It has received 219 citations till now. The article focuses on the topics: Brand awareness & Brand equity.read more
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Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
TL;DR: In this paper, preliminary research involves preliminary research to understand the mechanism by which influencer marketing affects the effectiveness of influencer campaigns, and the results show that the effect of influencers' marketing on the performance of online advertising has been studied.
Journal ArticleDOI
Young consumers insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image
TL;DR: In this paper, the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers were examined using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer program version 21.
Journal ArticleDOI
The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity
Erfan Severi,Kwek Choon Ling +1 more
TL;DR: In this paper, Mohd. Yasin and Abdul Rahman Zahari found a mediating relationship among the dimensions of brand equity on brand equity, including brand association, brand awareness, brand loyalty, perceived quality and brand image.
Journal ArticleDOI
Evaluating the influence of YouTube advertising for attraction of young customers
TL;DR: The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.
Journal ArticleDOI
Applying consumer-based brand equity in luxury hotel branding
TL;DR: In this article, the authors examined the effects of consumer-based brand equity components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor.
References
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Journal ArticleDOI
Multivariate Data Analysis
TL;DR: In this paper, a six-step framework for organizing and discussing multivariate data analysis techniques with flowcharts for each is presented, focusing on the use of each technique, rather than its mathematical derivation.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book
Applied Linear Regression Models
TL;DR: In this article, a simple linear regression with one predictor variable variable is proposed for time series data, where the predictor variable is a linear regression model with a single predictor variable and the regression model is a combination of linear regression and regression with multiple predictors.
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.
Book
Managing brand equity : capitalizing on the value of a brand name.
TL;DR: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships as discussed by the authors.
Related Papers (5)
An examination of selected marketing mix elements and brand equity
Developing and validating a multidimensional consumer-based brand equity scale
Boonghee Yoo,Naveen Donthu +1 more