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 …

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 …

competition between the retailers store brand (SB) and a manufacturers national brand (NB). In our model, there is ex …

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 …