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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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The role of international tourist perceptions of brand equity and travel intention in culinary tourism
TL;DR: In this article, the authors examined the roles of the three aspects of brand equity in culinary tourism, and the Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions.
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The measurement of cannibalization
TL;DR: In this article, the authors defined the risk of line extension and examined three techniques which managers might use to measure it, including gains loss analysis, duplication of purchase tables and deviations from expected share movements on consumer panel data relating to three line extensions in the UK and German detergent markets.
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Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers
TL;DR: Wang et al. as mentioned in this paper investigated the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.
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How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms
TL;DR: In this article, the authors explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context.
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A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit
TL;DR: In this article, the role of perceived fit between the partnering brands is explored and the influence that retailer-manufacturer brand alliances have on retailer equity, manufacturer brand equity, and the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention).