As a key driving factor of brand equity, brand image is a research hotspot in the field of consumer behavior and brand marketing. The management over brand image is regarded as a key activity in the field of enterprise marketing. In addition, symbol consumption with the sense of self is another research hotspot in the field of consumer behavior. Brand image management of enterprises is faced wi...

Background. Today, Building strong brands, Because of the extraordinary advantages that it creates, have been the marketing priorities of many organizations. Strong brands for a company, Creates an identity in the market. Objectives. This study aimed at Prioritizing factors affecting brand equity of popular football clubs in Iran. Methods. The design of the study was descriptive with practica...

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....

Business executives can answer such questions by focusing on customer equity—the total of the discounted lifetime values of all the firm’s customers. A strategy based on customer equity allows firms to trade off between customer value, brand equity, and customer relationship management. We have developed a new strategic framework, the Customer Equity Diagnostic, that reveals the key drivers inc...

This research examines whether a low-ranking member in a high-status category (e.g., a low-end model of a high-end brand) or a high-ranking member in a low-status category (e.g., a high-end model of a low-end brand) is favored, holding the objective qualities of the items constant. Brand equity research suggests that the quality of a brand is more important than the ranking of a product within ...

Luaran yang ingin dicapai pada kajian ini menghasilkan Literature Review dari faktor-faktor penting menimbulkan Brand Equity. Telah banyak penelitian sebelumnya menemukan mempengaruhi Namun, faktor- faktor menjadi pertimbangan utama terbentuknya Equity berdasarkan telaah penelitian-penelitian relevan adalah Trust, Image, Perceived Quality, & Loyalty. Kajian memberikan kontribusi faktual dan...

One of the most important intangible assets for firm’s competitiveness is brand image, reflecting all that which leads to the firm. In the current competitive scenario, the brand must be able to meet stakeholder’s expectations not only regarding visible components of the marketing mix, but also the firm’s value system, including both economical and social values. Thus, corporate social responsi...