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...

the current study aims to investigate the effective factors on brand equity with an enphasis on monetary and non-monetary promotion and corporate image among students of shahid beheshti university. evaluation of variables was conducted by means of questionnaire. after determining reliability and validity, the questionnaire was distributed among the samples  including 344 students of shahid behe...

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...

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities...

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 ...