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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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Competition and Product Innovation in Dynamic Oligopoly
TL;DR: In this paper, the authors investigate the relationship between competition and innovation using a dynamic oligopoly model that endogenizes both the long-run innovation rate and market structure, and find an inverted-U relationship between product substitutability and innovation.
ComponentDOI
Brand Personality Creation through Advertising
J. Ouwersloot,A. Tudorica +1 more
TL;DR: In this paper, the authors explore the mechanism that builds brand personality with the help of advertising and integrate advertising models with the theory of brand personality, leading to a number of propositions that set an agenda in this field.
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Re‐branding Africa
Collins Osei,Ayantunji Gbadamosi +1 more
TL;DR: In this paper, an extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re-branded.
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Consumer perception of poultry meat and the importance of country of origin in a purchase making process
TL;DR: The development of the global poultry market has, in recent years, been marked by rapid, unexpected and complex changes as discussed by the authors, and the poultry meat industry is one of the most competitive international...
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Linking Service Quality at the Cellar Door with Brand Equity Building
Athina Nella,Evangelos Christou +1 more
TL;DR: In this article, the authors examined the impact of the cellar door experience on the postvisit behavior of wine tourists with respect to winery brands and found that customer satisfaction has a strong positive impact on visitor satisfaction, which is a positive antecedent of consumer based brand equity.