Topic
Brand equity
About: Brand equity is a research topic. Over the lifetime, 12805 publications have been published within this topic receiving 439728 citations.
Papers published on a yearly basis
Papers
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TL;DR: In the competitive market environment, the birth and growth of a brand name involve many problems: the idiosyncrasy of the brand name, the reciprocity of different brand names, and the relationship between a name and its corresponding environment as discussed by the authors.
Abstract: In the competitive market environment, the birth and growth of a brand name involve many problems: the idiosyncrasy of the brand name, the reciprocity of different brand names, and the relationship between a brand name and its corresponding environment. It is very similar to the study of the relationships between individual breed or species and the environment in ecology. A new direction of studying brand name is to use the theories and methods in both the two academic fields for reference to develop some innovative concepts such as the individuality of brand, the life cycle of brand, the ecologic system of famous brand, and brand ecology. The metaphoric and analogical study among different subjects is meaningful both in theory and in practice.
1 citations
01 Jan 2010
TL;DR: In this paper, an implementation model for Social Media for B2B companies, using Social Media as a brand building tool, is presented, and a measurement system that adequately measures social media performance is developed.
Abstract: The thesis circles around Social Media, B2B Brand Building
and Business Performance Measurements. In the intersection
between these a knowledge gap was identified. The following
research questions were formed: How should companies go
about when implementing Social Media? How should the
performance of Social Media engagement be measured? The
urgency for answering these questions was identified.
This thesis aims to create an implementation model for Social
Media for B2B companies, using Social Media as a brandbuilding
tool. Additional to this purpose is to further develop a
measurement system that adequately measures social media
performance.
This study has been conducted with a qualitative approach and
an abductive research method. An initial study was carried out
with a Social Media pre-study and a theoretical research. The
empirical findings together with the theoretical framework
constitute the base for the developed model. When building the
model an iterative process was used, revisiting both the
theoretical framework and the empirical foundation.
The four-step Social Media Implementation Model was
developed. The model provides a step-by-step framework,
which can be used by B2B companies wanting to engage in
Social Media. Each of the model’s four steps aims to point out
important aspects of Social Media implementation. The model
concludes in the development of the Social Brand Scorecard
that presents the company with comprehensive measurements
that covers all aspects of Social Media.
1 citations
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01 Jan 2015
TL;DR: In this paper, a broad overview of how several research streams (relationship marketing, brand image, brand loyalty, brand personality, brand equity) relate to one another in respect to brand relationships is given.
Abstract: This paper attempts to give a broad overview of how several research streams (relationship marketing, brand image, brand loyalty, brand personality, brand equity) relate to one another in respect to brand relationships. A conceptual model, including consumer-side (brand image, brand personality, brand attitude, consumer trust, consumer commitment, product satisfaction, congruence, propensity for relationships, and product importance) and brand-side antecedents (marketing actions, brand commitment), and outcomes (brand loyalty, relational satisfaction) of the brand relationship are described. Based on the conceptual model, research propositions are also presented.
1 citations
01 Jan 2010
TL;DR: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition, and it has now become important to stand out through having a strong brand.
Abstract: Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. ...
1 citations