Optical scanning of the Universal Product Code in supermarkets provides a new level of detail and completeness in household panel data and makes possible the construction of more comprehensive brand choice models than hitherto possible. A multinomial logit model calibrated on 32 weeks of purchases of regular ground coffee by 100 households shows high statistical significance for the explanatory...

Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported fi nancial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and ...

Brand equity has been one of the critical areas for marketing management since it emerged. Brand equity is widely acknowledged as an index system of measuring the effectiveness of branding strategies. However, little systematic research has been done to develop model to evaluate brand equity. This study adopts the theory of fuzzy mathematics and analytic hierarchy process (AHP) to propose a fuz...

Consumers who react to a promotional offer might switch from their preferred brand to the promoted brand, they might stockpile the promoted brand, or they might switch and stockpile. We model the implications of such consumer responses for a manufacturer's profit. Conditions under which a profit maximizing manufacturer should promote its product are then inferred from the aggregated response fu...

This paper develops and illustrates a revenue multiplier methodology to estimate brand equity that addresses two major drawbacks in extant brand equity measurement methods: (i) Our methodology requires data only from easily available secondary sources; and (ii) Marketing mix impacts are explicitly modeled so as to allow a more accurate estimate of brand equity. For each specific brand, brand eq...

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of mediating role brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using modeling. The following findings found: results show that there is a significant survey sample. Additionally, hypothesis about also supp...

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...

BACKGROUND Previous surveys on the relationship between physicians and pharmaceutical representatives (PRs) have been of limited quality. The purpose of our survey of practicing physicians in Japan was to assess the extent of their involvement in pharmaceutical promotional activities, physician characteristics that predict such involvement, attitudes toward relationships with PRs, correlations ...