a r t i c l e i n f o Over the last decade, educators, administrators, and policy makers increasingly focus on corporate social responsibility. However, no studies examine the relationships among corporate social responsibility, brand equity, and firm performance. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in Taiwanese...

Brand extension is considered to be a highly plausible and essential factor for the success of new products. It an elusive concept that adds value offered products gives competitive advantage strategical positioning in consumers' minds. This study carefully considers influential factors evaluation brand targeting young customers. analyzed three important characteristics consumers by employing p...

With digitization, journalistic companies tested out different ways of creating value through the capabilities that technology provides. Online newspapers applied experience they had with their print versions to brand extensions, aiming build revenue models went beyond classic for advertising and charging content. Their goal was leverage by expanding name a new product. This study focuses on Un...

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

Abstract News of extensions can cause stock price movements in the parent brand. Marketers extend brands into areas that vary how typical they are The degree extension typicality be an important cue for investors their performance expectations Integrating insights from Categorization Theory, Behavioral Finance, and Berlyne’s Two-Factor authors argue impact on investor reactions depends upon lev...