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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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A visitor-based brand equity perspective: the case of a public festival
TL;DR: In this article, the authors examined the impact of brand awareness on perceived brand image, perceived brand quality and perceived value, and found that improving attendees' awareness is a keystone in promoting brand quality perceptions, increasing perceived value and brand loyalty.
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Brand equity evolution: a system dynamics model
TL;DR: In this article, the authors present a simulation model able to represent the evolution of brand equity over time using the system dynamics methodology, which is drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000).
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Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand
TL;DR: In this article, the effect of counterfeiting awareness on consumer advocacy behavior towards the brand in a specific context was investigated, that is, the luxury brand context, and the authors conducted two surveys among actual and potential consumers of the original brand.
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Dimensions of purchase-decision involvement: Affective and cognitive involvement in product and brand
Jooyoung Kim,Yongjun Sung +1 more
TL;DR: In this paper, the authors demonstrate that purchase-decision involvement can be considered a multidimensional construct consisting of four lower order constructs (that is, cognitive vs affective involvement and product vs brand involvement) and show the usefulness of measuring these four types of involvement to marketing and advertising managers.
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Effects of opening and closing stores on chain retailer performance
TL;DR: In this article, the authors examined the effect of changes in opening and closing stores on retailers' performance and found that a chain retailer's market share, advertising intensity, age, and size moderate the effects of closing and opening stores on firm value.