Brand heritage as a temporal perception: conceptualisation, measure and consequences
نویسندگان
چکیده
منابع مشابه
Using online social networks to measure consumers’ brand perception
The ability to measure and monitor specific dimensions of brand image has a range of useful applications in marketing, from developing competitive strategy to identifying strength and weaknesses to evaluating the effectiveness of marketing initiatives. Nevertheless, obtaining reliable measurements is an ongoing challenge for marketers. Traditional methods such as administering surveys can be ex...
متن کاملConceptualisation, development, and evaluation of a measure of unplanned pregnancy.
STUDY OBJECTIVE To develop a measure of unplanned pregnancy that is valid, reliable, and appropriate in the context of contemporary demographic trends and social mores and can be used in a variety of situations, including the production of population prevalence estimates. DESIGN A two stage study design: qualitative (inductive) methods to delineate the construct of pregnancy planning, and qua...
متن کاملReflections about Brand Equity, Brand Value and their Consequences
Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...
متن کاملRevenue Premium as an Outcome Measure of Brand Equity
The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. The authors provide the conceptual basis for the measure, compute it for brands in several packaged goods categories, and test its validity. The empirical analysis shows that the measure is reliable a...
متن کاملTime perception as a workload measure in simulated car driving.
In experimental studies using flight simulations subjects' duration estimates have shown to be an effective indicator of cognitive task demands. In this study we wanted to find out whether subjective time perception could serve as a measure of cognitive workload during simulated car driving. Participants drove on a round course of a driving simulator consisting of three different environments w...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Marketing Management
سال: 2019
ISSN: 0267-257X,1472-1376
DOI: 10.1080/0267257x.2019.1667414