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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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An exploratory study of product placement in social media
TL;DR: The paper found that the effects of product placement conducts (product prominence and presentation) in social media are similar to the effectsof product placement in other media.
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Does brand name imprinting in memory increase brand information retention
TL;DR: Brand name imprinting as discussed by the authors is the process of creating and strengthening the brand name node in the brand memory network through brand name exposure, and it is proposed that brand names with neutral meaning better facilitate the imprinting effect, because they do not carry perceptual baggage that can interfere with the creation of new brand name information associations.
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Spatial and Temporal Shifts in the Development of International Retail Images
TL;DR: In this article, the authors compared the competitive positioning of Marks & Spencer, rival C & A, and a local competitor in two different, national markets based upon an intercountry study in France and the United Kingdom.
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Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands
Chai Goi,Fayrene Chieng +1 more
TL;DR: In this article, the authors developed a valid and reliable model of Malaysian brand equity by assessing the dimensions of the brand equity and its constructs based on 30 constructs, which were compiled from literatures, four variables were included for brand awareness, seventeen variables for brand association, five for perceived quality and four for brand loyalty.
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Online and Offline Corporate Brand Images: Do They Differ?
TL;DR: In this article, the authors compared the corporate brand images (CBI) of two book retailers: one that sells exclusively online and the other that operates exclusively offline, and found that consumers appeared to view online CBI as more Informal and Innovative than offline CBI (which appeared to be expressed more in terms of Agreeableness and Competence).