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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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Consumer response to the preferred brand out‐of‐stock situation
TL;DR: In this article, a brand loyalty acid test was used, which involved an out-of-stock (OOS) experiment where the complete product line of a brand was removed from several stores in order to estimate the OOS responses of consumers.
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The Impact of Cobranding on Customer Evaluation of Brand Counterextensions
TL;DR: In this paper, the authors examined the differential impact of cobranded versus solo-brand extensions on customer evaluations of brand counterextensions and found that customers evaluate a counterexchange less favorably if the preceding extension by the focal brand is cobrand than if it is solo-branded.
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Web Assurance Seals: How and Why They Influence Consumers' Decisions
TL;DR: This paper reports on a series of three studies focused on determining the fears and concerns that online consumers have, examining whether the leading brands of web assurance seals can help alleviate them, and gaining insights into the process by which web assurance Seal can influence consumers' online purchase decisions.
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Customer loyalty marketing research: A comparative approach between hospitality and business journals
Myongjee Yoo,Billy Bai +1 more
TL;DR: In this article, the authors reviewed published research on customer loyalty to better understand its evolution and development in the hospitality industry, taking a comparative approach by examining published research from academic hospitality journals and business journals.
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Past Visits and the Intention to Revisit a Destination: Place Attachment as the Mediator and Novelty Seeking as the Moderator
Babu P. George,Bibin P. George +1 more
TL;DR: The authors empirically established positive relationship between the measures of past purchases of a destination and those of the intention to repurchase in the future, and they posits that this relationship is mediated by the development of place attachment.