Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for … price promotions and intensive discount-store distribution have a negative influence on brand equity. However, this effect … differs across brand types: the higher a brand's initial equity level, the more harmful is the impact of these marketing …

The authors develop a dynamic approach to measuring the evolution of comparative brand premium, an important component … of brand equity. A comparative brand premium is defined as the pairwise price difference between two products being … identical in every respect but brand. The model is based on hedonic regressions and grounded in economic theory. In constrast to …

unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand … recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three … frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The … majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …