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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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The Impact of Brand Delisting on Store Switching and Brand Switching Intentions
TL;DR: In this article, the authors studied the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey, and they developed and test a conceptual model with several antecedents of consumers' reactions to a brand delisting.
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Inducing Multiline Salespeople to Adopt House Brands
TL;DR: The authors used both unobtrusive measures (archival data) and direct questions to induce multi-line providers to induce their salespeople to sell house brands, and found that the extent to which salespeople ad...
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Brand communications in fashion categories using celebrity endorsement
TL;DR: In this paper, the authors examine the use of celebrity endorsement in communications for fashion brands against the backdrop of a turbulent branding environment, highlighting the need for an alternative approach to brand communications using celebrity endorsement.
Journal Article
Exploring Customer-based Airline Brand Equity: Evidence from Taiwan
Ching Fu Chen,Wen Shiang Tseng +1 more
TL;DR: In this paper, the authors proposed an airline brand equity model from the customer's perspective and operationalized the airline's brand equity with four dimensions: brand awareness, brand image, perceived quality, and brand loyalty.
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Marketing eco-fashion: The influence of brand name and message explicitness
TL;DR: This article investigated the influence of two variables (brand name and message explicitness) on attitude towards advertisement and attitude toward brand, and further explored the impact of attitude toward advertisement, attitude towards brand and other variables on consumer purchase intention.