In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers” (p41). Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of-effects advertising model, and marketing managers claim it as an important goal of their communications activities (Kelly 1991). This pa...

Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...

This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment changes brand awareness...

The authors propose EQUITYMAP, a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. It defines brand equity at the firm level as the incremental profit per year obtained by the brand in comparison to a brand with the same product and price but with minimal brand-building efforts. At the customer level, it determines the difference between an individual c...