Showing 1 - 10 of 474
Persistent link: https://www.econbiz.de/10013085105
This study examines brand dispersion — variance in brand ratings across consumers — and its role in the translation of brand assets into firm value. Dispersion captures the covert heterogeneity in evaluations of brands among consumers who like or dislike the brands, which would affect an...
Persistent link: https://www.econbiz.de/10013007542
The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The ontological status of brands hinges on their relationship with products. Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading 'brand...
Persistent link: https://www.econbiz.de/10014069102
Purpose: Studying the role of environmental, social and governance (ESG) performance in enhancing brand value is strategically important for promoting sustainable development. Design/methodology/approach: Using panel data for 126 different brands over 10 years, we empirically analyse the impact...
Persistent link: https://www.econbiz.de/10015197795
We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name...
Persistent link: https://www.econbiz.de/10014030613
Marketing research has traditionally focused on centralized brand-extension strategies where a brand expands its product offerings by controlling the design, production, marketing and sales of new products `in-house'. However, luxury brands frequently use `brand licensing' as a decentralized...
Persistent link: https://www.econbiz.de/10012850293
Some firms that operate in multiple product markets use the same brand in different markets, while others use distinct brands. This research investigates for which product markets a firm should use the same or different brands, and how this decision depends on the relatedness between product...
Persistent link: https://www.econbiz.de/10012852954
Beyond real functional differences, brand positioning can have profound effects on the purchase decisions of consumers. Using a product-portfolio and consumer search framework, we provide a micro-foundation for why and how brand positioning can deliver credible information to consumers....
Persistent link: https://www.econbiz.de/10012823728
We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name...
Persistent link: https://www.econbiz.de/10013334364
This paper examines the relationship between a firm’s brand equity and its investment value. “Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The estimation technique extracts the value of brand equity from the value of the...
Persistent link: https://www.econbiz.de/10013223159