Purpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm …'s environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of … brand environmental associations. Design/methodology/approach A between-subjects experimental design tests the hypotheses …

its characteristics on brand equity. In this paper we draw on Keller's (2003) brand equity framework to derive hypotheses … brand equity building, which also depends on the perceived congruency between the firm and the cause it supports, societal …

communication and its characteristics on brand equity. In this paper we draw on Keller's (2003) brand equity framework to derive … communication supports brand equity building. From a more specific standpoint, when the brand communicates on its societal … involvement, brand equity building depends on individual and situational variables, such as perceived congruency between the firm …

creating consumer value leading to the idea of retail brand equity.This paper focuses on retail brand equity to understand … where this retail brand value stems from and how to measure it in the French retail context. Adapting the brand equity … literature to the retail brand opens large perspectives in the way of considering this type of brands helping managers to examine …

dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of … retailer when a retail brand (which is the extended brand) dissatisfies consumers. Results show that there are two policies of … between the various categories of retail brands leads to consider two different models of brand equity. Whereas private labels …

the concept of brand? And if so, how do copyright and trademark institutions work together to stimulate and promote … allow the appropriation of a meaningful good also confer a brand on it, identifying its sources. This leads to mixed …

This study investigates the influence of background diversity of bank board members on performance and risk. Using data …, education level and type) and find significant impacts on bank performance. On the whole, diversity is in general positively … associated with performance except when it relates to ethnicity. It not only reduces performance per se but also increases risk …