There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …. This study investigates for which purposes brand equity can be applied to. It further investigates which facets the concept … of brand equity refers to, how these facets are measured and what the implications are for defining and measuring brand …

According to several forecasts brand equity will become the most influential marketing topic for the next ten years …. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand … equity and describes the contribution of the literature on brand equity with res pect to the previous defined requirements …

the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

. In addition, we found positive brand name effects for LG, Nokia, Motorola and Samsung, but not for Siemens or Sony …. According to our estimations these brand name premiums may range from 57 to 172 Euros. …

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be …