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Tendencias de investigación en branding enfocadas al adulto mayor : análisis bibliométrico y revisión sistemática de la literatura

López Rodríguez, Campo Elías; Sandoval Escobar, … - In: Revista de métodos cuantitativos para la economía y … 34 (2022), pp. 305-327

results show that there is a recent interest in research on the study of branding and related topics of consumer analysis of …The purpose of this article is to identify research trends in branding and brand building focused on the elderly …, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the …

Persistent link: https://www.econbiz.de/10013488575

Direct and indirect effect of brand credibility, brand commitment and loyalty intentions on brand equity

Mathew, Veeva; Thomas, Sam; Injodey, Joseph I. - In: Economic review : journal of economics & business 10 (2012) 2, pp. 73-82

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to...

Persistent link: https://www.econbiz.de/10012010625

Key antecedents of brand equity in heritage brand extensions : the moderating role of tourist heritage experience

Prados-Peña, M. Belén; Barrio-García, Salvador del - In: European research on management and business economics 27 (2021) 3, pp. 1-14

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

Persistent link: https://www.econbiz.de/10012596325

What matters to store Brand Equity? : an approach to Spanish large retailing in a downturn context

Calvo-Porral, Cristina; Martínez Fernández, Valentín … - In: Investigaciones europeas de Dirección y Economía de … 19 (2013) 3, pp. 136-146

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...

Persistent link: https://www.econbiz.de/10011957434

The effect of social-media communication on consumer perceptions of brands

Schivinski, Bruno; Dąbrowski, Dariusz - 2013

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Persistent link: https://www.econbiz.de/10011802059

Consumer Based Brand Equity

Guliyev, Seymur M. - 2016

According to Kotler (2014), a brand is defined as “a name, sign, term, design, symbol or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”. Brakus et al., (2009) further discuss that...

Persistent link: https://www.econbiz.de/10012997364

Using customer-based brand equity model in the higher education context : simulating the current university's brand

Stukalina, Yulia; Pavlyuk, Dmitry - In: Business, mangagement and economics engineering : BMEE 19 (2021) 2, pp. 272-288

prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi …

Persistent link: https://www.econbiz.de/10013348671

Applying model of brand equity in higher education marketing context

Vukasović, Tina - In: Business systems research : a system view accross … 13 (2022) 1, pp. 156-168

students) in Slovenia. Results: Consumer traits and concepts related to the brand equity's awareness dimension have no …

Persistent link: https://www.econbiz.de/10013542127

The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands

Husain, Rehan; Ahmad, Amna; Khan, Bilal Mustafa - In: Cogent business & management 9 (2022) 1, pp. 1-19

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

Persistent link: https://www.econbiz.de/10014420490

Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction : evidence from Vietnam

Van Dat Tran; Ngoc Truc Thao Nguyen - In: Cogent business & management 9 (2022) 1, pp. 1-20

contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …

Persistent link: https://www.econbiz.de/10014433696

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