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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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Sincere Flattery: Trade-Dress Imitation and Consumer Choice
Luk Warlop,Joseph W. Alba +1 more
TL;DR: This paper found only conditional evidence that consumers spontaneously penalize brands that blatantly imitate market leaders, and discussed consumer response to such imitation in the context of common marketing wisdom regarding the virtues of differentiation.
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Hotel image and reputation on building customer loyalty: An empirical study in Macau
TL;DR: In this article, the relationship between corporate image and reputation has not been well investigated because most studies only analyze corporate image or reputation separately, and the role of hotel image in building customer loyalty.
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Brand personality and brand equity: evidence from the sportswear industry
TL;DR: In this paper, the authors explored the personalities of sportswear brands and their relationship to brand equity using Aaker's methodology in the context of sport brands and found that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, sincerity, innovation, activity, excitement, and ruggedness, are the positive and significant contributing factors to the creation and enhancement of sport apparel brand equity.
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Construing loyalty through brand experience: The mediating role of brand relationship quality
TL;DR: In this paper, a model that extends the Brand Relationship Quality literature by bridging a gap concerning the mediating effect of this construct on Brand experience was proposed, and a survey-based quantitative approach of 306 respondents at consumers of perfume and bath soap was used to test the hypothesis.
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Conceptualizing and Testing Brand Personality in British Politics
TL;DR: In this paper, a conceptual model of party political personality (PPP) formation is developed, which identifies the problems entailed in a managerial approach to branding in politics and forwards a consumer learning perspective as an alternative.