OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify activities analyze associated effects on customer-based (brand awareness, image, perceived quality, love, re-usage intention) formation through activities. To end, data were collected from 358 coffee consumers who had visited any five account...

although one of the main reasons of brand equity importance is its strategic role to provide competitive advantage in the companies, the previous studies have paid little attention to effective internal organizational factors on brand equity. some of these factors are variables of social responsibility and corporate identity. social responsibility in recent decade has become a dominant paradigm...

Purpose The purpose of this paper is two-fold: to expand the understanding brand equity for places (e.g. countries, regions or cities) and propose two frameworks increase its value. Design/methodology/approach By interviewing international participants, study was exploratory interpretative; thematic analysis performed a broader about place equity. Findings Roadmap Brand Equity provided by propo...

Purpose The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee equity (EBE) research yet to be linked employees’ activity. This paper aims take a methods-based approach better understand roles as influencers. As such, its objective is operationalize apply the three EBE dimensions – consistent behavior, e...

In differentiated product markets where consumer preferences are characterized by brand loyalty, an important role for advertising may be to overcome brand loyalty by encouraging consumers to switch to less familiar brands. Using a scanner panel dataset of breakfast-cereal purchases, I find evidence consistent with the hypothesis that advertising counteracts the tendencies of brand loyalty towa...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...