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
Using brand awareness and brand image in tourism channels of distribution
TL;DR: In this article, a combination of push and pull strategies was used by domestic tour wholesalers to send appropriate messages to both travel agents and end consumers to increase brand awareness and brand image issues within tourism distribution channels.
Journal ArticleDOI
Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products
TL;DR: In this article, the authors used an experimental design approach to compare the IB and IPI strategies in food product marketing and found that the IB strategy should be preferred when the product category is perceived as low involvement or when parent brand equity of the brand is low.
Journal ArticleDOI
The impact of consumer-brand engagement on brand experience and behavioural intentions: An Italian empirical study
TL;DR: In this paper, the authors investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willing to pay a premium price) in relation to food brands.
Journal ArticleDOI
An investigation of antecedents and consequences of brand love in India
TL;DR: In this paper, the authors explore the factors that drive consumer love toward a brand and the opportunities a consumer's love create for a brand in India, and propose a conceptual model where respect, brand experience, and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love.
Journal ArticleDOI
The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term
TL;DR: This paper conducted a content analysis of major U.S. newspapers over a 40-year period and found evidence that the news media is increasingly aware of political branding, and presented a typology of media treatment that indicates that the national media in the U. S. increasingly perceive brands and branding in the public sphere as an innate, multifaceted, and effective part of modern politics.