Being able to determine the equity of a service or goods brand is of paramount importance to marketing practitioners and scholars alike. One way to determine the equity of a brand is through the measurement of brand associations. Few studies have constructed brand association measures in the context of either goods or service brands and most have been constructed to measure traditional goods br...

Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the fifteenth century. In the present study, both a cross-sectional and a time-series analysis are applied to 12 Spanish newspapers. Our findings ...

a r t i c l e i n f o Much of the extant work on brand equity in business markets has focused on predicting brand loyalty, as in what brand image elements that make buyers prefer to buy a brand. The question what drives buyers to pay more or less for brands has however been somewhat overlooked, despite price premium being a distinct and economically important outcome of a favourable brand image...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...

Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer lo...

The purpose of present study is to explore impact of marketing mix (price, firm image, distribution intensity, promotion and propaganda) on the brand equity of Asia Insurance Firm in view of its customers and prioritizing of these elements based on significance of their impacts. The statistical population includes customers of Asia Insurance Firm in Shiraz, IRAN. Data is collected using questio...

the purpose of this study is to develop a brand equity model for isfahan as a tourism destination. the statistical population of this study consists of the inbound tourists who have traveled to isfahan in november 2013. a sample of 200 tourists has been selected from this population. a self-administrated questionnaire has been used for collecting the research data. in order to analyze the resea...

Developed to address the challenges of the social web, this study aims to determine how consumers’ involvement in user-generated content (UGC) affects brand equity. The formation and testing of a conceptual model addresses a gap in the literature by exploring links between UGC, involvement and consumer-based brand equity. Based on previous research complemented by depth interviews with experts,...