The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

negotiation model, we characterize the welfare impact of search frictions and quantify the role of search costs and brand loyalty … those with small consumer bases. The main source of this incumbency advantage is brand loyalty; however, price …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …