The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

-category dependence of brand choice behavior. It is hypothesized, that the global utility function related to a product bundle is the …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …

We consider the consequences of a shared brand name such as geographical names used to identify high quality products …, for the incentives of otherwise autonomous firms to invest in quality. We contend that such collective brand labels …

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 …

. 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. …