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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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Brand equity in a tourism destination
TL;DR: In this article, the history of destination image studies is traced to its eventual evolution into destination branding and the concept of destination brand equity is discussed as more than a simple return to a destination's marketing strategy.
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Does brand equity vary between department stores and clothing stores? Results of an empirical investigation
Ravi Pappu,Pascale G. Quester +1 more
TL;DR: In this paper, the authors examine whether retailer brand equity levels vary between department store and specialty clothing store categories, and find that retailer brand equities vary significantly between the two categories.
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Country equity: Conceptualization and empirical evidence
Ravi Pappu,Pascale G. Quester +1 more
TL;DR: In this paper, the authors define country equity from a consumer perspective, as the value endowed by a source country onto products originating from that country, using the associative network memory model.
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Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands
TL;DR: In this paper, the authors explored the direct and indirect impacts of retailer awareness, association, retailer association and retailer perceived quality on the purchase intention of food retail shoppers in Kolkata, India.
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Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns
TL;DR: In this paper, the impact of a company's brand architecture strategy on stock risk in addition to returns has been explored, and the authors show that risk/return tradeoffs for sub-branding, endorsed and house-of-brands strategies differ significantly from what common wisdom suggests.