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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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Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention
TL;DR: In this paper, the authors investigated the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory and found that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalties and purchasing intention.
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Branding higher education: Equivalence and difference in developing identity
TL;DR: This article examined the development of university identity within and between the language of higher education policy and marketing activities of universities, and found that the marketing activity appeals to diverse audiences and how this activity connects to higher education policies.
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Exploring the consequences of brand credibility in services
TL;DR: In this paper, the authors investigate whether the framework of brand credibility effects is applicable to service categories and examine if brand credibility's impact differs according to service type and involvement level, and find that brand credibility exerts a strong effect on purchase intention by increasing perceived quality, perceived value for money, and information costs saved.
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The impact of person-organization fit on the corporate brand perception of employees and of customers
Eitan Yaniv,Ferenc Farkas +1 more
TL;DR: In this paper, the authors showed that Person-Organization Fit (POF) can play a significant role in closing the gap between corporate brand values and the actual corporate values and culture.
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Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes
TL;DR: In this paper, the authors examine how generic design factors influence consumer price expectation with judgments of attractiveness and quality as mediators and determine how centrality of visual product aesthetics (CVPA), an individual difference variable that captures a consumer's interest and involvement in aesthetics, affects these processes.