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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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Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes:
TL;DR: In this article, the authors present a product differentiation strategy for distinguishing a product or brand from competitors' on the basis of an attribute that is relevant, meaningful, and valuable to consumers.
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Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior
TL;DR: Choices are often identity-based but the linkage to identity is not necessarily explicit or obvious for a number of reasons as discussed by the authors, such as: identity feel stable but are highly sensitive to situational cues.
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Core value-based corporate brand building
TL;DR: In this article, the authors introduce a conceptual framework for a corporate brand building process based on core values and define core values as overarching concepts that summarise the identity of the corporate brand.
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Country image and consumer-based brand equity: relationships and implications for international marketing
TL;DR: In this paper, the authors examined the relationship between consumers' country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis.