What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...

How did the 2016 film Deepwater Horizon affect BP's corporate brand? How can a company reliably measure and track its brand for strategic planning purposes? This study provides a practical approach for measuring the effect of external events on a firm's corporate brand. Such a measurement...

Purpose - Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers' brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer...

Purpose – This research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self-construal. The authors aim to explore two issues. First, what is the role of brand commitment on response to logo redesign and underlying brand...