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
Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle:
TL;DR: In this paper, the authors explore the buildup of consumer-based brand equity from positive derived experiences, which make a user feel good about their decision to buy and use products, and those feelings get accrued as strong consumer-brand relationship.
Posted Content
Sales force impact on B-to-B brand equity: Conceptual framework and empirical test
TL;DR: In this paper, a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business-to-business marketing is presented.
Journal ArticleDOI
Toward a theory of corporate sustainability: A theoretical integration and exploration
TL;DR: In this article, the authors proposed an integrated theory of corporate sustainability, which integrates relevant theoretical and empirical literature into a coherent theory of sustainability asserting that the sustainability organizational culture comprising sustainability vision and values leads to emotional commitment among organizational members to attain the vision.
Journal ArticleDOI
Ecological validation of alternative customer-based brand strength measures
TL;DR: This paper provided an ecological validation of a set of such measures using customer responses to brand-price tradeoffs in four product classes and found that simple average brand and price partworths outperform more complex measures of brand strength.
Journal ArticleDOI
Segmentation and brand positioning for Islamic financial services
TL;DR: In this article, the authors explored the different segments of consumers in the Islamic financial services industry and their relationship with product/brand positioning for Islamic Financial Services (IFS) and their buying motives.