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
Measuring customer‐based brand equity: empirical evidence from the sportswear market in China
Xiao Tong,Jana M. Hawley +1 more
TL;DR: In this article, the authors examined the practicality and applications of a customer-based brand equity model in the Chinese sportswear market and concluded that brand association and brand loyalty are influential dimensions of brand equity.
Journal ArticleDOI
Multiple Perspectives of Performance Measures
TL;DR: A review of research that has addressed the choice and design of performance measures across a range of disciplines is presented in this paper, which aims to clarify some of the issues, from a broader management perspective, that relate to the effective development of performance measure.
Journal ArticleDOI
Passing the Torch: Intergenerational Influences as a Source of Brand Equity
TL;DR: In this paper, the authors report the findings of two studies that show intergenerational impacts on brand equity to be persistent and powerful across an array of consumer packaged goods, but as a strategic challenge, these effects seem to apply strongly for some brands but not for others.
Journal ArticleDOI
The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan
TL;DR: In this paper, the authors investigated the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan.
Journal ArticleDOI
The Role of Brand Personality in Charitable Giving: An Assessment and Validation
TL;DR: In this article, the authors developed and refined a parsimonious measure of brand personality specifically for the nonprofit context and conducted a series of six multimethod studies of nonprofit stakeholders to validate the role of Brand personality in nonprofit organizations.