Open AccessBook
Managing Brand Equity
About:
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
Citations
More filters
Journal ArticleDOI
An exploratory investigation of the elements of B2B brand image and its relationship to price premium
TL;DR: In this article, the corporate brand image determinants of price premium can be conceptualized into six dimensions: brand familiarity, product solution, service distribution, distribution, relationship, and company associations.
Journal ArticleDOI
Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products
TL;DR: In this paper, a multigroup analysis of quality-conscious and non-quality-conscious consumers was performed to investigate the effect of brand awareness on the consumer's identification with store brands.
Journal ArticleDOI
Marketing Metrics:: Status of Six Metrics in Five Countries
Patrick Barwise,John U. Farley +1 more
TL;DR: In this paper, a study of marketing expenditure in five industrial countries found that most firms regularly report one or more of six marketing metrics to the Board, while estimated customer or segment lifetime value is reported used by only 40 per cent of firms.
Posted Content
Can Brands Move in from the Outside?: How Moral Identity Enhances Out-Group Brand Attitudes
TL;DR: This paper found that moral identity may enhance out-group (but not in-group) brand attitudes through decreased psychological distance, and that brand managers seeking to overcome the less than favorable perceptions associated with outgroup brands may benefit from drawing upon consumers' moral identity in marketing communications.
Journal ArticleDOI
The World Heritage List: The making and management of a brand
Jason Ryan,Sari Silvanto +1 more
TL;DR: The World Heritage Site (WHS) designation has over time evolved from a technical measure aimed exclusively at preservation into an acclaimed and widely respected brand that countries use to attract heritage tourists, and that tourists, in turn rely on in selecting the destinations they will visit as mentioned in this paper.