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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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The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival
TL;DR: In this article, a study assessed whether celebrity writer endorsement affects festival brand equity and attachment to a festival destination, and found that celebrity expertise was most related to brand equity, while loyalty to the festival was found to affect attachment to the destination, while brand awareness had a positive impact on festival brand loyalty.
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Applying consumer-based brand equity in luxury hotel branding
TL;DR: In this article, the authors examined the effects of consumer-based brand equity components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor.
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Segmentation by Involvement or Nationality for Global Retailing: A Cross-national Comparative Study of Wine Shopping Behaviours
TL;DR: In this paper, the authors examined the respective contribution of involvement and nationality as segmentation variables and found that while French wine shoppers differ somewhat from their Australian counterparts, strategies aimed at identifying high-involvement wine consumers may be more successful on a global scale.
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The theoretical separation of brand equity and brand value: Managerial implications for strategic planning
Randle D. Raggio,Robert P. Leone +1 more
TL;DR: This article proposed a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand.
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Sustainable Competitive Advantage for Educational Institutions: A Suggested Model.
Tim Mazzarol,Geoffrey N. Soutar +1 more
TL;DR: In this paper, a model of the factors that are critical to the establishment and maintenance of sustainable competitive advantage for education services enterprises in international markets is presented, which draws together theories of competitive advantage developed by industrial economics and management theory, with literature relating to services marketing.