منابع مشابه
Measuring the Financial Value of Brand Equity:
This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...
متن کاملMeasuring brand association strength: a consumer based brand equity approach
Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...
متن کاملBuilding and Measuring Employee-Based Brand Equity
Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...
متن کاملThe Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity
How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We prov...
متن کاملExamining Private-Label Brand Equity Dimensions: Do Brand Equity Dimensions Differ for Different PLBs of the Same Store?
Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers. Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012). To help fill this void, this study examines the CBBE and its underlying dimensions of two different product ca...
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ژورنال
عنوان ژورنال: Annales Universitatis Mariae Curie-Skłodowska, sectio H, Oeconomia
سال: 2015
ISSN: 0459-9586,2449-8513
DOI: 10.17951/h.2015.49.1.81