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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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Applying sustainability in national park management: balancing public and private interests using a sustainable market orientation model
TL;DR: In this paper, the authors report on the first empirical research into the application of sustainable market orientation (SMO), a conceptual merging of the principles of sustainable development and market orientation, to be applied in strategic management.
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The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market
TL;DR: Choi et al. as discussed by the authors examined the impact of channel diversification on consumers' brand value and brand loyalty toward foreign luxury fashion brands and current distribution channels for those brands (i.e., Department stores/specialty stores, Factory outlet, Internet retailing, TV home shopping).
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When a brand caught fire: the role of brand equity in product-harm crisis
TL;DR: In this paper, the authors investigate differences in consumer reactions to high versus low-equity brands in terms of consumer attitude toward the brand, involvement with the brand and company credibility and consumer purchase intentions.
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Destination competitiveness through the lens of brand positioning: the case of Australia's Sunshine Coast
Steven Pike,Russell Mason +1 more
TL;DR: In this article, the authors provide a collaborative practitioner/academic interpretation of a destination's competitiveness through the lens of brand positioning in the domestic short break drive market using a 173 item questionnaire, which was mailed to a systematic random sample of 3000 households in the target market.
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Charity affiliation as a determinant of product purchase decisions
Roger Bennett,Helen Gabriel +1 more
TL;DR: In this article, the connection between a person's assessment of the quality and value for money of conventional charity goods and their evaluation of the likely merits of new and unfamiliar charity products (such as package holidays or household insurance) was examined.