This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using...

The European brewing industry is a main economic sector and a major activity in the agro food area. While the majority of the product consumption is domestic, imported beer has also increased remarkably in the recent years. This study raises two objectives; firstly to obtain an approximation of...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE). The main objective of this research is to enhance academic understanding of brand equity in...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company’s brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to...

In today’s Hungarian higher education market, more and more Universities, especially Faculties of Business and Economics are challenged by the fact that previously applied enrolment methods do not generate suffi cient level of applications among secondary school students. Due to the new...

In our globalized world more and more experts are dealing with investigation of country image, and number of countries, trying to shape consciously their country brand, is increasing. Present study is dealing with a reasonably actual field of marketing through an example of a special country...

Since its beginnings, the marketing discipline has been evolving through different stages and is further developing given the industry challenges such as globalization and technological impacts of the 21st century. Analyzing the attached evolution of consumer behavior and consumption patterns,...

Frequent price changes do not imply a rapid response of prices to economic shocks if the price changes are based on old information. We study the extent of such information "stickiness" for temporary sales. Institutionally, we describe how and why temporary sales are "sticky plans" that are...