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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 measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study
TL;DR: The authors used path modelling to develop a reliable and valid multidimensional measure of brand orientation in the context of destination branding and examined its relationship to brand performance and brand leadership by senior management.
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A note on the effect of brand image on sales
Berk Ataman,Burç Ülengin +1 more
TL;DR: In this paper, the authors investigate the relationship between the sales volume of a firm and its brand image, and determine the net effect of image attributes on sales, multiple regression analysis was performed, using the time series data, and all three image factors were found to be significant in the model.
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Advancing theory and knowledge in the business-to-business branding literature ☆
TL;DR: In this article, the authors investigate the intellectual structure, development, and evolution of business-to-business (B2B) branding research by undertaking a bibliometric analysis of scholarly articles on B2B branding over the 43-year period from 1972 to 2015.
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Building industrial brand equity by leveraging firm capabilities and co-creating value with customers
TL;DR: In this article, the authors report the findings of an empirical study conducted among 212 Chinese firms regarding the roles of firm's capabilities in value co-creation, customer value and brand equity development in B2B environment.
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An exploratory analysis of the determinants of cooperative advertising participation rates
TL;DR: This article examined the relationship of participation rates to national advertising expenditures by brand using data for 2,286 brands and found a significant quadratic relationship between advertising and participation rates, and also considered how participation rates vary with average manufacturers' margins by industry, average retail margins by category, and additional categorylevel variables.