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Managing Brand Equity
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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.read more
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Journal ArticleDOI
The performance of global brands in the 2008 financial crisis: A test of two brand value measures
TL;DR: In this article, the authors investigated how some of the strongest brands in the U.S. market fared in terms of financial performance during the Fall 2008 stock market downturn and found that the consumer-based measure showed a significant incremental effect on stock performance after controlling for risk and financial fundamentals.
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“Radical mainstreaming” of fairtrade: the case of The Day Chocolate Company
Bob Doherty,Sophi Tranchell +1 more
TL;DR: In this article, the authors investigated the pros and cons of mainstreaming FT in the concentrated UK retail sector via the exemplar of The Day Chocolate Company (Day) and drew on a longitudinal case study of one of the original "trail blazers" for fairtrade in the mainstream.
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Sensory analysis in marketing practice: comparison and integration
Abstract: Sensory analysis has traditionally played a prominent role in quality control for food products. More and more principles from sensory analysis are also applied in the area of food product development, bringing sensory analysis more closely into the domain of marketing. Unfortunately, in practice integration between sensory and marketing practices is far from optimal. Differences in basic orientations between sensory and marketing are a major source contributing to this defective cooperation.
Sensory analysis has traditionally been product oriented with an emphasis on internal validity of the test results. Implicitly or explicitly this approach emphasizes the relationships between sensory evaluation and characteristics of the product. Marketing, on the other hand, stresses the external validity of test results: the extent to which test results can be generalized to market behavior. Emphasis on external validity requires an approach to sensory analysis that is fundamentally different from current sensory practice in terms of type of respondents, type of stimuli, scaling procedures adopted and test circumstances.
Closer integration between the product and consumer oriented approach to sensory analysis may contribute to the success of product development in the food industry. The literature suggests several factors that may contribute to a more fruitful cooperation between the two approaches to sensory analysis. The company's senior management plays a central role in the achievement of this integration by providing an infrastructure (in terms of personnel, organizational structure and financial resources) that paves the way for closer cooperation.
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The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty
TL;DR: In this paper, the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready-to-wear sector from the perspective of Generation Y consumers was identified.
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Assessing the Total Financial Performance Impact of Brand Equity with Limited Time- Series Data
TL;DR: In this paper, the authors present an approach for estimating the total financial impact of marketing assets with limited time-series data and demonstrates the approach with an application to brand equity research.