Add to ORKGDuring the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
The role of brand value in driving brand competitiveness has recently received attention from market...
equity and brand equity are two of the most important topics to academic researchers and practition-...
Both researchers and practitioners seek to understand how to leverage brand equity to create value. ...
publications Part of the Advertising and Promotion Management Commons, and the Marketing Commons Thi...
ii During the past 15 years, brand equity has been a priority topic for both practitioners and acade...
AbstractThis paper aims to be a brief presentation of brand equity as a provider of strategic advant...
Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with ...
In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands...
In the last years, the concept of brand equity has received a great deal of attention and still ther...
Brands and branding have been significant topics in the marketing and business field for quite some ...
Brand equity is one of the most intangible and valuable asset for organisations as discussed within ...
Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
A brand represents the awareness and the image that a product has managed with a segment of customer...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
The role of brand value in driving brand competitiveness has recently received attention from market...
equity and brand equity are two of the most important topics to academic researchers and practition-...
Both researchers and practitioners seek to understand how to leverage brand equity to create value. ...
publications Part of the Advertising and Promotion Management Commons, and the Marketing Commons Thi...
ii During the past 15 years, brand equity has been a priority topic for both practitioners and acade...
AbstractThis paper aims to be a brief presentation of brand equity as a provider of strategic advant...
Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with ...
In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands...
In the last years, the concept of brand equity has received a great deal of attention and still ther...
Brands and branding have been significant topics in the marketing and business field for quite some ...
Brand equity is one of the most intangible and valuable asset for organisations as discussed within ...
Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
A brand represents the awareness and the image that a product has managed with a segment of customer...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
The role of brand value in driving brand competitiveness has recently received attention from market...
equity and brand equity are two of the most important topics to academic researchers and practition-...