Open AccessBook
Managing Brand Equity
About:
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
Citations
More filters
Journal ArticleDOI
Customer based brand equity: evidence from the hotel industry
Rüçhan Kayaman,Huseyin Arasli +1 more
TL;DR: In this article, the authors explored the interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improved the conceptualization of customer-based hotel brand equity.
Journal ArticleDOI
Branding importance in business-to-business markets: Three buyer clusters
TL;DR: In this paper, a review of relevant literature and the development of a conceptual model enables a cluster analysis of data from a survey of industrial buyers, and the exploratory analysis examines to whom branding is important, and in what situations.
Journal ArticleDOI
Emotional Bonding and Restaurant Loyalty
TL;DR: There's a big difference between a loyal customer and a frequent one, and shrewd operators will figure out how to earn and sustain guests' loyalty as mentioned in this paper, and the shrewd operator will decide how to reward and reward a frequent customer.
Journal ArticleDOI
A Model of Focusing in Economic Choice
Botond Kőszegi,Adam Szeidl +1 more
TL;DR: In this article, the authors present a general applicable theory of focusing based on the hypothesis that a person focuses more on, and hence overweights, attributes in which her options dier more.
Journal ArticleDOI
To Extend or Not to Extend: Success Determinants of Line Extensions:
TL;DR: This article studied the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, a...