This paper brings structural modeling to the literature on financial research in marketing. I estimate a dynamic investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by interpreting advertising expenditures as an investment...

Comparing groups with respect to hypothetical constructs requires that the measurement models are equal across groups. Otherwise conclusions drawn from the observed indicators regarding differences at the latent level (mean differences, differences in the structural relations) might be severly...

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....

In economies with a growing service sector, the importance of intangible assets like brands, customer relationships, and organizational capabilities is rapidly increasing, as is the importance of information and knowledge for the production of goods and services. New concepts in such areas as...

The paper introduces the concept of customer-based brand equity for a tourism destination and thereby completes previous tourism destination studies which have exclusively investigated the destination image concept. Since no other authors have combined the four proposed dimensions (awareness,...

This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how the notions of code/subcode are central in accounting for the multifarious dimensions of brand value. Based on the basic premises that surplus of meaning is reflected in surplus...