Open AccessBook
Managing Brand Equity
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.read more
Citations
More filters
Journal ArticleDOI
Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context
TL;DR: In this article, a decision-making chart for brand managers in order to guide them towards the most appropriate strategic choice(s) for specifically rejuvenating their ageing brand is presented. But the authors do not consider the effects of the proposed strategies on the overall brand.
Journal ArticleDOI
Attitudinal Correlates of Brand Commitment: An Empirical Study
TL;DR: In this article, a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome was proposed and tested across three product categories and received substantial empirical support.
Journal ArticleDOI
Customer engagement, customer equity and repurchase intention in mobile apps
TL;DR: In this article, the authors explored how mobile apps' customer engagement via various social media communities influences customer equity (brand, value and relationship equity) and repurchase intention and found that customer equity is a crucial mediator in explaining how repurchase intent is encouraged through the positive impact of mobile app's customer engagement.
Journal ArticleDOI
Surviving the gales of creative destruction: the determinants of product turnover
TL;DR: In this article, the authors use hazard rate models and count regression models to describe the behavior of firms and their products with a new and detailed database on the laser printer industry and show that competition and market structure variables have a large impact on both speeding product exit and delaying product entry.
Journal ArticleDOI
The role of brand name in customization decisions: a search vs experience perspective
TL;DR: In this article, the role of brand name in consumers' decision making during a customization process was investigated, and the authors developed a conceptual understanding of the factors influencing the role and importance of brand names from a "search vs experience" perspective.