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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
Consumer-based brand equity and brand performance
Jorge M. Oliveira-Castro,Gordon R. Foxall,Victoria K. James,Roberta H. B. F. Pohl,Moema B. Dias,Shing Wan Chang +5 more
TL;DR: In this article, the relation between consumer-based brand equity and brand performance was investigated across 15 product categories in Brazil and the UK, with a simple questionnaire that asked consumers to rate brands with respect to their familiarity and quality levels.
Metrics for Linking Marketing to Financial Performance
TL;DR: In this paper, the authors explore methods to better link marketing expenditures to financial outcomes and discuss both what we know about the linkage between marketing and financial outcomes as well as what remains to be uncovered.
Journal ArticleDOI
Creating brand equity in the Chinese clothing market
Xiao Tong,Jana M. Hawley +1 more
TL;DR: In this article, a shopping centre intercept survey is conducted to collect data in the two largest Chinese cities, Beijing and Shanghai, to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market.
Journal ArticleDOI
The impact of the brand management system on brand performance in B–B and B–C environments
TL;DR: In this paper, the authors developed a conceptual model using the BMS and empirically examined its effect on brand performance and found that firms possessing a well-organized BMS dramatically enhance brand performance.