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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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Journal ArticleDOI
Foreign Branding and Its Effects on Product Perceptions and Attitudes
Bernd H. Schmitt,Laurette Dubé +1 more
TL;DR: The authors examined the notion that foreign branding, the strategy of pronouncing or spelling a brand name in a foreign language,triggers cultural stereotypes and influences the way brands are perceived and perceived.
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Relational network brands: Towards a conceptual model of place brands
TL;DR: In this paper, the authors present a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations.
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Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale
TL;DR: In this paper, the authors report an independent assessment of a recently developed set of consumer-based brand equity measures and suggest that while the Yoo and Donthu scale represents an adequate first step, further scale development is needed.
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Are social media replacing traditional media in terms of brand equity creation
TL;DR: In this paper, the relative impact of brand communication on brand equity through social media as compared to traditional media was investigated in a juxtaposition of different industries, investigating whether both communication instruments have an impact on consumer-based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm created and user-generated social media communication.
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The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants ☆
Hong-bumm Kim,Woo Gon Kim +1 more
TL;DR: In this article, the authors examined the underlying dimensions of brand equity and how they affect firms' performance in the hospitality industry and found that brand loyalty, perceived quality, and brand image are important components of customer-based brand equity.