If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

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 ...

OBJECTIVE To investigate patients' reported outcome following medication with two brands of 400 mg ibuprofen used to alleviate musculoskeletal pains. METHODS Adult peasant manual laborers (85) who met criteria were randomly assigned to receive either of the brands (A or B). Data on pain alleviation were gathered using the Short-Form McGill Pain Questionnaire (SF-MPQ), Visual Analogue Scale (V...

Although a lot of Japanese companies has started to introduce brand management system, the regulation and rules for the disclosure of brands acquired as a part of business combination is not prepared in Japan. In June 1997, the Japanese regulation for the consolidated financial statements was amended so that purchased goodwill can be presented fairly in a balance sheet. This paper examines fina...

Purpose – The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty. Design/methodology/approach – The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; ...

The present study combines two areas of research – consumer preference formation and evaluation of brand extensions – to examine the role of “brand positivity effect” on the evaluation of brand extensions. The findings of the present research indicate that brand positivity effects due to singular brand evaluations results in overestimation in assessments of brand extensions. By jointly examinin...