Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the...

This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed...

In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of...

Examines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12 luxury hotels, indicate that brand loyalty, perceived quality, and brand image are important components of...

Purpose – Understanding brand associations and their role in the formation of attitude towards brands is necessary for managers to understand fully the dynamics of their brands and how consumers evaluate and make brand choices. This research paper aims to explore the role of brand associations...

Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store...

Purpose – The purpose of this article is to determine the relative importance of the ecological attribute when other attributes referring to the functional performance of a brand are taken into account, and check the effectiveness of environmental labels. Design/methodology/approach – The...

Purpose – The purpose of this paper is to demonstrate how the “money for nothing” attitude about gift card non‐redemption, that pervades retailing, directly conflicts with a customer focus. Further, it aims to show how short‐term financial benefits are completely offset by long‐term...

Purpose – The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of judgment children used to determine whether commercials...