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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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Are brands forever? How brand knowledge and relationships affect current and future purchases
TL;DR: In this article, the authors developed a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and showed how knowledge and relationships affect current and future purchases, and found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly.
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Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty
TL;DR: In this article, the authors established a theoretical basis for evaluating a strategic increase in customers' perceptions of service/product quality, specifically in terms of an increase in relationship quality and customer loyalty in a B2B environment.
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A model of image creation and image transfer in event sponsorship
TL;DR: This article presented a model which identifies factors that influence the creation of an event's image and used theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities.
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Brand Familiarity and Advertising Repetition Effects
TL;DR: This paper found that brand familiarity influenced repetition effectiveness and negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving decreases in repetition effectiveness.
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Building strong brands in a modern marketing communications environment
TL;DR: In this article, a customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth, and the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity.