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 understand the interrelationships among key formative indicators of brand …

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to …. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private … importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find …

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price …

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The … paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty …

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand … satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model … associations that affect consumers’ decision-making process and create a brand-loyal customer base. …

Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages … of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages … differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred …

studying the factors influencing brand loyalty in the Turkish Telecommunication industry represented by Turk Telecom.To define … the quality of influence, three indicators were examined: brand perception, brand personality, brand reputation. The … that brand perception, brand personality, brand reputation have a significant influence on brand loyalty, so taking Turk …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …