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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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Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?
TL;DR: In this article, the authors investigated both cognitive and affective attributes at a corporate brand level and investigated their effects on behavioral/conative response, finding that both attributes appeared equally important in shaping corporate brand image.
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Dimensionalising on‐ and offline brands' composite equity
TL;DR: Brand equity measurement on the Web has been studied in this article, where Aaker's guidelines for building a brand equity measurement system were followed and his brand equity ten was employed as a point of departure.
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How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry.
TL;DR: In this article, the impact of integrated marketing communications on hotel brand equity, considered as a multidimensional construct composed of brand image, perceived quality, and brand loyalty, is investigated.
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Co-creating service recovery after service failure: The role of brand equity
TL;DR: In this article, the mediating role of outcome favorability in the relationship between co-created service recovery and customer outcomes was demonstrated, and whether organizations with different levels of brand equity benefit equally from co-creating service recovery with their customers.
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Uncovering the corporate brand's core values
TL;DR: In this paper, the authors describe the uncovering of a corporate brand's core values and implications for strategic management of its track record, and propose a core value grid as a managerially useful model on how to build true values and avoid hollow values.