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...

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...

Purpose: This research study analyzes Moldovans’ intentions to visit Greece, and their perceptions of Greece’s image as a tourism destination, according to the following dimensions: (1) environmental beauty and convenience, (2) country’s citizens, (3) place and architectural structure, (4)...

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

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...

This research aims to develop the model of corporate social responsibility (CSR) image in building brand equity as empirical support for the model proposed by Chahal and Sharma (2006) and Hoeffler and Keller (2002). Data from 564 individual potential consumers were collected using on-line and...