. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

This paper examines three important issues in brand management – the route to brand growth, the idea that brands should … be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous … studies to show that:(1) the route to brand growth must focus on customer acquisition, i.e. simply getting more of all sorts …

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the … relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand …-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of …

the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands … the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While …

Combining survey data with real-market data, this research investigates brand awareness from three perspectives …. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation … between brand awareness and brand equity. Thirdly, the study also investigates the effects of marketing mix elements on brand …