Brand equity is a set of brand assets and liabilities associated with brand, its name symbol, which increase or decrease the value provided by product service to company company's customers. This study was conducted aim explaining effect quality on mediated awareness variables customers courier services PT. TIKI Jalur Nugraha Ekakurir (JNE) in Denpasar City. Quantitative research data collectio...

This article aims to determine the effect on relationship between social media marketing and brand equity moderated by experience with aim of studying Uniqlo luxury users. A review search literature was carried out in an effort identify variables used construct conceptual model. The expected findings are whether there is same as previous research if it Indonesia where has a positive impact user...

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth generation for the brand and its competitors using a unique datasets with 1.3 million users’ activities...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies’ performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standa...

We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers that include a brand’s advertising and sales promotion expenditures. By integrating the Kalman filter with the ran...

This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. The result...