Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro ...

The intangibility of services differentiates product brands from its characteristics. Building brand equity in the context of services, is therefore crucial to the conduct of a firm’ marketing strategies and plays an important role in increasing consumers’ perceptions. This study attempts to address relationships between brand equity and marketing stimuli. In particular, the study aims to draw ...

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...

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Brand ambassadors and social media marketing are effective strategies in promotions to encourage purchases. This study aims determine the direct indirect effect of brand on purchase intention through image Sang Dewa consumers. uses a descriptive explanatory quantitative approach. The population this research is prospective consumers Dewa, sampling technique used purposive totaling 198 responden...

Brands gradually became the core dimension and strategic asset of branding for organizations all sizes, today many companies adopt various forms green marketing activities as part their strategies. The objective this study was to develop validate psychometric properties precision validity a scale assessing brand equity based on environmental sustainability. validated by adopting standards descr...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...