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Managing Brand Equity

01 Jan 1991-
About: The article was published on 1991-01-01 and is currently open access. It has received 3890 citations till now. The article focuses on the topics: Brand valuation & Brand equity.
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Journal ArticleDOI
TL;DR: The authors explored the relationship between selected marketing mix elements and the creation of brand equity and found that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are associated with high brand equity.
Abstract: This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

2,981 citations

Journal ArticleDOI
TL;DR: In this article, the authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity.

2,489 citations


Cites background from "Managing Brand Equity"

  • ...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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Journal ArticleDOI
TL;DR: In this article, the authors consider investments in complaint handling as a means of increasing customer commitment and building customer loyalty, but they are not well informed on how to deal successfully with successful complaints.
Abstract: Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully...

2,164 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explore key factors that influence the initial self-service technology trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes, and show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.
Abstract: Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. An application that is becoming more common is the use of self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. Widespread introduction of SSTs is apparent across industries, yet relatively little is known about why customers decide to try SSTs and why some SSTs are more widely accepted than others. In this research, the authors explore key factors that influence the initial SST trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes. The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.

1,594 citations