|
|
|
|
|
Dafnis N. Coudounaris, Peter Björk, Tõnis Mets, Rustam Asadli and Andreea I. Bujac
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In...
ver más
|
|
|
|
|
|
|
|
|
|
|
J. Shao,J. Zhang,K. Chen
AbstractAs a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity. This study proposes and estimates a theoretical model examining the influence of b...
ver más
|
|
|
|
|
|
|
|
|
|
|
Muhammad Ali Yab, Muhammad Ilyas, Chaudhry Abdul Rehman
Pág. 1637 - 1647
This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (...
ver más
|
|
|
|
|
|
|
|
|
|
|
Olaleke Olusye Ogunnaike,Oladele Joseph Kehinde,Oluwadamilola Oluwatosin Omoyayi,Oluwamakinde Oluwamayowa Popoola,Andrew Amoruwa
Pág. 403 - 408
Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relatio...
ver más
|
|
|
|
|
|
|
|
|
|
|
S. Shyam Prasad,Shampa Nandi
Pág. 148 - 159
In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies ...
ver más
|
|
|
|
|
|
|
|
|
|
|
Alet Verster,Daniël J. Petzer,Nicole Cunningham
AbstractBackground: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to develop a long-term comp...
ver más
|
|
|
|
|
|
|
|
|
|
|
Rudi Yacub
Pág. 70 - 74
The sports industry has a very large potential income and is followed by the enthusiasm of the community to exercise, which is an opportunity for entrepreneurs in the sports equipment industry. The objectives of this study are: First, to explore the effe...
ver más
|
|
|
|
|
|
|
|
|
|
|
María Cristina Otero Gómez,Wilson Giraldo Pérez
Pág. 7 - 13
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample ...
ver más
|
|
|
|
|
|
|
|
|
|
|
Andrei GRIGORA?
Pág. 579 - 592
The purpose of this article is to analyze concepts such as brand equity, sensory branding and customer experience. Also, the scope is to develop a comprehensive understanding of how the relationship between sensory factors and customer experience helps i...
ver más
|
|
|
|
|
|
|
|
|
|
|
Fayez B. Shriedeh,Noor Hasmini Abd. Ghani
Pág. 15 - 19
This study aims to investigate the effect of service quality on brand equity in medical tourism context. Service quality is considered as a critical success element for achieveing competitive advantage and building strong medical tourism brands in today'...
ver más
|
|
|
|
|
|
|
|
|
|
|
Nguy?n Th? Thanh Th?o,Duong Th? Dung H?nh DOI: 10.26459/jed.v113i14.3662
Pág. 169 - 178
Brand plays a pivotal role to firms in today?s business. The incremental attention on brand has leaded to the birth of the concept ?brand equity? in 1980s. More recently, brand equity has been defined in customer-based contexts since the company?s real v...
ver más
|
|
|
|
|
|
|
|
|
|
|
J. Jeong
AbstractThis study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertisin...
ver más
|
|
|
|
|
|
|
|
|
|
|
Arvydas Bakanauskas,Vitalija Vanagiene
Pág. 197 - 206
|
|
|
|
|
|
|
|
|
|
|
Franklin Velasco Vizcaino, Cintya Lanchimba, Orlando Llanos Contreras, Manuel Alonso Dos Santos
Pág. 62 - 79
|
|
|
|
|
|
|
|
|
|
|
Franklin Velasco Vizcaino, Cintya Lanchimba, Orlando Llanos Contreras, Manuel Alonso Dos Santos
Pág. 62 - 79
|
|
|
|
|
|
|
|
|
|
|
Linda Saulite, Deniss ?ceulovs and Franti?ek Pollák
This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15?24. Due to technological developments, new media content cons...
ver más
|
|
|
|
|
|
|
|
|
|
|
Angga Febrian,Dhiona Ayu Nani,Lia Febria Lina,Nurul Husna
Pág. in press
The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can understand customer needs regarding the provision of social media quality that c...
ver más
|
|
|
|
|
|
|
|
|
|
|
Olayinka Tope ODELEYE
Pág. 103 - 115
|
|
|
|
|
|
|
|
|
|
|
Suyono Saputra
Pág. 62 - 67
|
|
|
|
|
|
|
|
|
|
|
Ashutosh Anil Sandhe
Pág. 324 - 342
|
|
|
|
|
|