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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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Antecedents of Green Brand Equity: An Integrated Approach
TL;DR: In this article, the influence of brand perceived quality and credibility on consumer perceptions towards a brand green image, green value and green equity is analyzed. And the results suggest that brand perceived qualities and its overall credibility does have a significant influence on generating a greener image and value.
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Creating Local Brands in Multilingual International Markets
Shi Zhang,Bernd H. Schmitt +1 more
TL;DR: The authors presented a framework that incorporates a linguistic analysis of three translation methods (phonetic, by sound, semantic, and phonosemantic) and a cognitive analysis focusing on the impact of primes and expectations on consumer name evaluations.
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Employer‐brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China
TingTing Jiang,Paul Iles +1 more
TL;DR: Zhang et al. as mentioned in this paper investigated the process that leads employees and prospective applicants to be attracted to remain with the organization or apply for a job offer in private companies in Zhejiang, China.
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Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth
TL;DR: In this article, the authors examined new product concepts varying in degree of congruity with category schemata and matched them with brand names differing in affect and breadth, in order to measure the brand-equity transfer.
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Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience
TL;DR: In this paper, a Partial least squares path modeling (PLS) model was used to test the relationship between social media marketing activities and consumer-based brand equity among Millennials and found that cognitive, personal integrative, and social integrative benefits mediate the SMM-CBBE relationship, but hedonic benefits do not.