The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. The authors provide the conceptual basis for the measure, compute it for brands in several packaged goods categories, and test its validity. The empirical analysis shows that the measure is reliable a...

This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: c...

In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the m...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that research...

While branding appears to be an effective health prevention strategy, it is less clear how successful brands have protective effects. To better understand the role of branding in health prevention and promotion, it is necessary to examine how the persuasive mechanisms of branding function in health campaigns (e.g., modeling socially desirable behaviors). Using cross-sectional data (n = 709), th...

Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as. awareness and attitudes, are conventiona...

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...