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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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Valuing marketing's contribution
TL;DR: In this paper, the authors define marketing in value terms and explain how shareholder value analysis can be used to demonstrate the importance of marketing, value brands and test marketing strategies in the boardroom.
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CARE‐ing strategy for integration of brand identity with brand image
Dilip Roy,Saikat Banerjee +1 more
TL;DR: In this article, the authors proposed a Brand Derby Matrix, a classification cum decision matrix to enable a marketer to identify its present position and future course of action, in conjunction with the Credibility•Alteration•Relationship•...
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Destination image: Do top-of-mind associations say it all?
Svetlana Stepchenkova,Xiang Li +1 more
TL;DR: This article investigated how unique the TOM brand associations actually are and examined the differences between TOM and other spontaneous recalls by adopting quantitative measures from other disciplines, primarily biology, and found that TOM brand association information may effectively capture a large portion of overall brand knowledge.
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An Empirical Assessment of Spectator-Based Brand Equity
TL;DR: The authors empirically test the spectator-based brand equity (SBBE) model using a sample from professional basketball consumers, and the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data.
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A Cognitive Model of Customer-Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results
Girish Punj,Clayton L. Hillyer +1 more
TL;DR: In this paper, the authors identify the underlying cognitive structure of brand equity and identify four cognitive components of customer-based brand equity: global brand attitude, strength of preference, brand knowledge, and brand heuristic.