In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...

The current study advances the emergent literature pertaining to the impacts of brand, value and relationship equities on consumer loyalty-intentions along three major fronts. First, key inter-relationships among the equities are examined; thus advancing theory. Second, procedural advancement occurs via examining the hypothesised effects after controlling for several demographic covariates. Thi...

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...

27 The prevalence of line extensions, as manufacturers struggle to maximize the leverage of their brand equity, is undoubted and well documented (Aaker 1991; Ries and Trout 1986; Tauber 1981). Brand owners use existing brand names to reduce barriers to entry for the new line with the implicit assumption that additional profit will be earned as a result. But haunting the parent brand is the spec...

The authors develop a dynamic approach to measuring the evolution of comparative brand premium, an important component of brand equity. A comparative brand premium is defined as the pairwise price difference between two products being identical in every respect but brand. The model is based on hedonic regressions and grounded in economic theory. In constrast to existing approaches, the authors ...