Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement
Hamed M. Shamma,Salah S. Hassan +1 more
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In this paper, the authors proposed a holistic approach to total brand equity measurement which integrates Customer-based Brand Equity and Corporate Brand Equity into Total Brand Equity measurement, which offers a more comprehensive perspective for brand equity valuation which addresses a company's relationships with its customers and stakeholders at large.Abstract:
Previous studies on brand equity measurement can be classified into the following main streams: (1)Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associationswith a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined bystakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total BrandEquity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity intoTotal Brand Equity measurement. This approach offers a more comprehensive perspective for brand equityvaluation which addresses a company’s relationships with its customers and stakeholders at large. Further, thispaper offers a series of propositions that address the relationship between total brand equity and corporateperformance.read more
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Strategic Management: A Stakeholder Approach
TL;DR: The Stakeholder Approach: 1. Managing in turbulent times 2. The stakeholder concept and strategic management 3. Strategic Management Processes: 4. Setting strategic direction 5. Formulating strategies for stakeholders 6. Implementing and monitoring stakeholder strategies 7. Conflict at the board level 8. The functional disciplines of management 9. The role of the executive as mentioned in this paper.
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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.
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The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications
Thomas Donaldson,Lee E. Preston +1 more
TL;DR: In this article, the authors examine three aspects of the stakeholder theory and critique and integrate important contributions to the literature related to each, concluding that the three aspects are mutually supportive and that the normative base of the theory-which includes the modern theory of property rights-is fundamental.
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The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty:
TL;DR: In this article, the authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price).