Managing Brand Equity
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...In the following sections, we first examine the brand equity construct and identify its relevant dimensions as proposed by Aaker (1991) and Keller (1993)....
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...…predilections (Rangaswamy et al., 1993); brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets (Aaker, 1991); brand knowledge such as brand awareness and brand associations (Keller, 1993); loyalty and image (Shocker and Weitz, 1988); the added…...
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...Other ad hoc measures include financial values of a brand, such as future earnings (Aaker, 1991), incremental cash flow (Simon and Sullivan, 1993), equalization price (Swait et al., 1993), and momentum accounting-based value (Farquhar et al., 1991)....
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...According to Aaker (1991), brand equity provides value to customers by enhancing their interpretation and processing of information, confidence in the purchase decision, and satisfaction....
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...Almost every marketing activity works, successfully or unsuccessfully, to build, manage, and exploit brand equity (see Aaker, 1991; Keller, 1993; Yoo, Donthu, and Lee, 2000)....
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