Smartphone brandUSConsumer-based brand equity (CBBE) has attracted academic endeavor and strategic emphasis in practice to examine its role for brand success. Despite its diagnostic power for brands, prior studies fail to: reach consensus on conceptualization and operationalization, consider prospective ...
Girard, T., Trapp, P., Pinar, M., Gulsoy, T., Boyt, T., 2017. Consumer-based brand equity of a private-label brand: measuring and examining determinants. J. Mark. Theory Pract. 25 (1), 39-56.Girard, T., Trapp, P., Pinar, M., Gulsoy, T., & Boyt, T. E. (2017). ...
Consumer-based brand equity and brand performance. The Service Industries Journal , 28(4), 445–461.Oliveira-Castroa, J., G. Foxall, V. James, R. Pohl, M. Dias, and W. Chang Sing. 2008. `Consumer-Based Brand Equity and Brand Perform- ance.' The Service Industries Journal 28 (4)...
Purpose - The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non-discriminant indicator...
This present study investigated the causal relationships among the dimensions of consumer-hated brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. A total of 602 self-administrated questionnaires ...
Consumer-Based Brand Equity Scale: Improving the Measurement in Tunisian Context 下载文档 收藏 打印 转格式 38阅读文档大小:571.97K13页艾米如上传于2015-04-27格式:PDF MEASURING BRAND EQUITY:AN EVALUATION OF A CONSUMER-BASED BRAND EQUITY SCALE
Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This paper studies the extent to which CBBE manifests itself in SBBE and marketing mix response using...
Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this ...
Arthur Anderson Consultants developed an elaborate methodology to define the phrase ‘brand equity’. Based on their way of approach, the definitions of brand equity are COST based, PRICE based and CONSUMER based. The following is the chart that projects the concept of Brand Equity bases. A...
The research study was carried out using the Customer Based Brand Equity Model as the main source of analysis. It addresses different categories of brand building elements and how each of these adds value to the consumer and the brands. Furthermore key brand attributes are portrayed and stressed...